{"id":10803,"date":"2023-03-13T15:54:48","date_gmt":"2023-03-13T14:54:48","guid":{"rendered":"https:\/\/www.euroekonom.sk\/?p=10803"},"modified":"2024-05-13T14:57:37","modified_gmt":"2024-05-13T12:57:37","slug":"cenove-strategie-a-pristupy-k-tvorbe-cien","status":"publish","type":"post","link":"https:\/\/www.vrtulniky.sk\/news\/cenove-strategie-a-pristupy-k-tvorbe-cien\/","title":{"rendered":"Cenov\u00e9 strat\u00e9gie a pr\u00edstupy k tvorbe cien"},"content":{"rendered":"<h2>Cenov\u00e1 strat\u00e9gia<\/h2>\n<p>Cenov\u00e1 strat\u00e9gia predstavuje vlastne s\u00fahrn opatren\u00ed, pokynov, postupov a pravidl\u00e1 z\u00e1sahov v oblasti cien zameran\u00fdch na <a href=\"https:\/\/www.euroekonom.sk\/strategicke-ciele-podniku-seminarna-praca\/\">dosiahnutie dlhodob\u00fdch strategick\u00fdch cie\u013eov<\/a> podniku. Je to ur\u010dit\u00e1 koncepcia postupu pri r\u00f4znych situ\u00e1ciach cenov\u00e9ho rozhodovania. T\u00e1to strat\u00e9gia n\u00e1m umo\u017e\u0148uje pos\u00fadi\u0165 aspo\u0148 niektor\u00e9 z\u00e1kladn\u00e9 \u010dinitele, ktor\u00fdch p\u00f4sobnos\u0165 a vplyv na ceny nepodlieha r\u00fdchlym zmen\u00e1m a e\u0161te n\u00e1m umo\u017e\u0148uje pripravi\u0165 sa na nepredv\u00eddan\u00e9 zmeny \u010dinite\u013eov u ktor\u00fdch je to mo\u017en\u00e9 a vytvori\u0165 ur\u010dit\u00e9 alternat\u00edvy rie\u0161enia.<\/p>\n<h3>Obsah cenovej strat\u00e9gie<\/h3>\n<p>Cenov\u00e1 strat\u00e9gia by mala poskytn\u00fa\u0165 odpovede na tieto ot\u00e1zky:<\/p>\n<ul>\n<li>Je v z\u00e1ujme podniku ur\u010dova\u0165 na nov\u00fd produkt cenu vy\u0161\u0161iu, ni\u017e\u0161iu alebo na \u00farovni konkurentov?<\/li>\n<li>Pri ktor\u00fdch v\u00fdrobkoch je nutn\u00e9 vych\u00e1dza\u0165 z n\u00e1zorov na cenu kone\u010dn\u00fdch spotrebite\u013eov a pri ktor\u00fdch je nutn\u00e9 vych\u00e1dza\u0165 z cien konkurentov?<\/li>\n<li>Na z\u00e1klade ak\u00fdch parametrov resp. ukazovate\u013eov porovn\u00e1va\u0165 vyr\u00e1ban\u00fd produkt s produktami konkurentov?<\/li>\n<li>Ak\u00fa pohyblivos\u0165, resp. elasticitu cien uplat\u0148ova\u0165? Na akej \u00farovni stanovova\u0165 ceny v priebehu trhovej \u017eivotnosti produktov?<\/li>\n<li>Ak\u00fd postup pou\u017ei\u0165 pri presadzovan\u00ed hl. z\u00e1merov v obchodno distribu\u010dnom re\u0165azci?<\/li>\n<li>Ktor\u00e9 druhy produktov s\u00fa rentabiln\u00e9 a ktor\u00e9 stratov\u00e9? Ktor\u00e9 n\u00e1kladov\u00e9 polo\u017eky najv\u00fdraznej\u0161ie ovplyv\u0148uj\u00fa rentabilitu?<\/li>\n<li>Kedy je v\u00fdhodn\u00e9 ceny zvy\u0161ova\u0165 a kedy ich zni\u017eova\u0165?<\/li>\n<li>Ako reagova\u0165 na vl\u00e1dou zmenen\u00e9 ekonomick\u00e9 podmienky &#8211; napr. dane, odvody a pod.?<\/li>\n<li>Kedy a komu poskytova\u0165 rabaty?<\/li>\n<li>Ako zapo\u010d\u00edtava\u0165 n\u00e1klady na prepravu?<\/li>\n<\/ul>\n<h3>Hlavn\u00e9 smery cenovej strat\u00e9gie<\/h3>\n<ul>\n<li>Ziskovo orientovan\u00e9 cenov\u00e9 strat\u00e9gie<\/li>\n<li>Odbytovo orientovan\u00e9 cenov\u00e9 strat\u00e9gie<\/li>\n<li>status quo orientovan\u00e9 cenov\u00e9 strat\u00e9gie<\/li>\n<\/ul>\n<p><strong>Ziskovo orientovan\u00e1 cenov\u00e1 strat\u00e9gia<\/strong> stanovuje ur\u010dit\u00fa hranicu zisku ako cie\u013e, ktor\u00fd sa mus\u00ed aplik\u00e1ciou cenovej strat\u00e9gie pri cenovom rozhodovan\u00ed dosiahnu\u0165. M\u00f4\u017ee to by\u0165 maxim\u00e1lny zisk &#8211; vtedy s\u00fa ceny spravidla pomerne vysok\u00e9 ale v\u00fd\u0161ke mus\u00ed zodpoveda\u0165 aj kvalita a novos\u0165 realizovan\u00fdch v\u00fdrobkov. \u010ealej sem patria strat\u00e9gie orientuj\u00face sa aspo\u0148 na minim\u00e1lny zisk, ktor\u00fd zabezpe\u010duje primeran\u00fa prosperitu a o\u010dak\u00e1van\u00fa dlhodob\u00fa stabilitu &#8211; spravidl\u00e1 mal\u00e9 rodinn\u00e9 podniky. Do tejto ziskovo orientovanej strat\u00e9gie zaradujeme aj strat\u00e9gie zabezpe\u010duj\u00face pre\u017eitie.<br \/>\n<strong>Odbytovo-orientovan\u00e1 cenov\u00e1 strat\u00e9gia<\/strong> &#8211; podniky si stanovuj\u00fa ciele z h\u013eadiska trhu. Vyu\u017e\u00edvaj\u00fa ceny ako man\u00e9vrovac\u00ed prostriedok:<\/p>\n<ul>\n<li>na dosiahnutie vy\u0161\u0161ieho podielu na trhu a\u017e po ovl\u00e1dnutie trhu &#8211; vtedy firma vol\u00ed n\u00edzke ceny, penetra\u010dn\u00e9 ceny.<\/li>\n<li>udr\u017eanie, pr\u00edp. nev\u00fdrazn\u00e9 zlep\u0161enie poz\u00edcie na trhu &#8211; tu sa sleduj\u00fa ceny konkurencie a svoju stabiln\u00fa poz\u00edciu vidia firmy predov\u0161etk\u00fdm vo v\u00fdrobkovej inov\u00e1ci\u00ed a nie v cenovom s\u00fa\u0165a\u017een\u00ed<\/li>\n<\/ul>\n<p><strong>Status quo orientovan\u00e1 cenov\u00e1 strat\u00e9gia<\/strong> &#8211; ke\u010f s\u00fa mana\u017e\u00e9ri spokojn\u00ed so svoj\u00edm ziskom aj s trhov\u00fdm podielom, aplikuj\u00fa strat\u00e9giu &#8222;nerozk\u00fdvan\u00e9ho cenov\u00e9ho \u010dlnu&#8220;. Zd\u00f4vod\u0148uj\u00fa to t\u00fdm, \u017ee sa sna\u017eia stabilizova\u0165 ceny, ale spravidla tento pokoj na trhu trv\u00e1 len kr\u00e1tko.<\/p>\n<h2>Tvorba cenovej strat\u00e9gie<\/h2>\n<h3>V\u00fdchodisk\u00e1 tvorby cenovej strat\u00e9gie<\/h3>\n<p>Tvorba podnikovej cenovej strat\u00e9gie potrebuje dostato\u010dn\u00fa \u00fadajov\u00fa z\u00e1klad\u0148u:<\/p>\n<ol>\n<li>o povahe a rozsahu spotrebite\u013esk\u00e9ho dopytu,<\/li>\n<li>o stupni konkurencie a jej o\u010dak\u00e1vanom v\u00fdvoji,<\/li>\n<li>d\u00f4le\u017eit\u00e9 s\u00fa tie\u017e z\u00e1kladn\u00e9 podnikov\u00e9 (marketingov\u00e9) ciele a<\/li>\n<li>n\u00e1klady na v\u00fdrobu a odbyt v\u00fdrobkov.<\/li>\n<\/ol>\n<h3>Kroky tvorby cenovej strat\u00e9gie<\/h3>\n<ul>\n<li>Ur\u010denie produktu<\/li>\n<li>Ur\u010denie strategick\u00e9ho cenov\u00e9ho cie\u013ea<\/li>\n<li>Ur\u010denie t\u00edmu a konceptu<\/li>\n<li>Anal\u00fdza cenov\u00fdch v\u00fdchod\u00edsk<\/li>\n<li>Tvorba strategick\u00fdch variantov<\/li>\n<li>V\u00fdber aplika\u010dn\u00e9ho variantu<\/li>\n<li>Rozhodovanie o cenovej strat\u00e9gi\u00ed<\/li>\n<li>Ur\u010denie implementa\u010dn\u00e9ho postupu<\/li>\n<\/ul>\n<h2>Tvorba cien<\/h2>\n<p><a href=\"https:\/\/www.euroekonom.sk\/obchod\/tvorba-cien\/\">Tvorba cien<\/a> vych\u00e1dza z 3 pr\u00edstupov:<\/p>\n<ul>\n<li>N\u00e1kladov\u00fd pr\u00edstup,<\/li>\n<li>Pr\u00edstup na z\u00e1klade dopytu,<\/li>\n<li>Pr\u00edstup na z\u00e1klade konkurencie.<\/li>\n<\/ul>\n<p>Pri v\u0161etk\u00fdch troch vych\u00e1dzame z n\u00e1kladov.<\/p>\n<h3>N\u00e1kladov\u00fd pr\u00edstup k tvorbe cien<\/h3>\n<p>Vych\u00e1dza z my\u0161lienky, \u017ee v\u0161etky produkty by mali uhradi\u0165 svoje n\u00e1klady a rovnakou mierou sa podie\u013ea\u0165 na tvorbe zisku. T\u00e1to n\u00e1kladov\u00e1 cena spravidla nepredstavuje predajn\u00fa cenu. Predstavuje ak\u00fdsi v\u00fdchodiskov\u00fd bod pre akt\u00edvnu cenov\u00fa politiku. Prednos\u0165ou tohto pr\u00edstupu je, \u017ee je to pomerne jednoduch\u00e1 met\u00f3da, r\u00fdchla, u\u013eah\u010duje tvorbu cien tam, kde je ve\u013ek\u00e9 mno\u017estvo oce\u0148ovan\u00fdch produktov. Nev\u00fdhodou <a href=\"https:\/\/www.euroekonom.sk\/tvorba-cien-v-obchodnych-podnikoch\/\">n\u00e1kladovej tvorby cien<\/a> je, \u017ee ignoruje trhov\u00e9 prostredie, nere\u0161pektuje resp. nereaguje na konkurenciu, n\u00e1kladov\u00e9 inform\u00e1cie m\u00f4\u017eu by\u0165 skreslen\u00e9 a predpoklad\u00e1 spr\u00e1vnos\u0165 odhadu realizovanej produkcie.<br \/>\nRozozn\u00e1vame 2 metody zalo\u017een\u00e9 na \u00fapln\u00fdch vlastn\u00fdch n\u00e1kladoch:<\/p>\n<ul>\n<li>prir\u00e1\u017eka zisku k n\u00e1kladom<\/li>\n<li>oce\u0148ovanie na z\u00e1klade cielovej v\u00fdnosovosti kapit\u00e1lu (cena ROI)<\/li>\n<\/ul>\n<p>Oce\u0148ovanie na z\u00e1klade cielovej v\u00fdnosovosti kapit\u00e1lu &#8211; pri tomto postupe sa vych\u00e1dza z my\u0161lienky premietnutia cie\u013eovej \u00falohy firmy ako celku do cien jednotliv\u00fdch produktov. Cie\u013eov\u00e1 \u00faloha firmy sa meria prostredn\u00edctvom ukazovate\u013ea ROI (n\u00e1vratnos\u0165 invest\u00edci\u00ed) = zisk\/pou\u017eit\u00fd kapit\u00e1l.<\/p>\n<h3>Pr\u00edstup na z\u00e1klade dopytu (hodnotov\u00fd pr\u00edstup)<\/h3>\n<p>Z\u00e1kladom je odvodenie ceny od hodnoty, ktor\u00fa produktu prisudzuje z\u00e1kazn\u00edk, ktor\u00fd okrem svojich z\u00e1kladn\u00fdch \u017eivotn\u00fdch potrieb uspokojuje tie\u017e svoje etick\u00e9, estetick\u00e9 a soci\u00e1lne potreby v r\u00e1mci ktor\u00fdch disponovanie produktom ur\u010dit\u00e9ho druhu, kvality a ceny vyjadruje pr\u00edslu\u0161nos\u0165 z\u00e1kazn\u00edka k ur\u010ditej soci\u00e1lnej skupiny, resp. Jeho individualitu. Ci\u017ee vytvorenie dopytovo orientovanej ceny na trhu je zlo\u017eit\u00e9, je zalo\u017een\u00e9 na subjekt\u00edvnom hodnoten\u00ed kvality produktu z\u00e1kazn\u00edkom. Podnk mus\u00ed vyrie\u0161i\u0165 ot\u00e1zku ako spr\u00e1vne odhadn\u00fa\u0165 cenu &#8211; \u010di\u017ee ko\u013eko je z\u00e1kazn\u00edk ochotn\u00fd zaplati\u0165. Na zistenie vhodnej ceny, t.j. ceny vn\u00edmanej z\u00e1kazn\u00edkom mo\u017eno v praxi vyu\u017ei\u0165 viacer\u00e9 metody:<\/p>\n<ul>\n<li>Priame cenov\u00e9 hodnotenie &#8211; pri ktorom z\u00e1kazn\u00edk priamo stanov\u00ed tak\u00fa cenu v\u00fdrobku s ktorou sa vn\u00fatorne stoto\u017e\u0148uje.<\/li>\n<li>Priame hodnotenie hodnoty produktu &#8211; kedy z\u00e1kazn\u00edk pris\u00fadi v\u00fdrobku ur\u010dit\u00fd po\u010det bodov z celkov\u00e9ho po\u010dtu dopredu stanoven\u00fdch bodov, od ktor\u00fdch sa potom odvod\u00ed cena.<\/li>\n<li>Diagnostick\u00e9 hodnotenie &#8211; ktor\u00e9 je zalo\u017een\u00e9 na hodnoten\u00ed dopredu stanoven\u00fdch krit\u00e9ri\u00ed &#8211; funk\u010dnos\u0165, spo\u013ehalivos\u0165, dizajn.<\/li>\n<li>Cenov\u00e9 testy &#8211; test odhadnutia ceny, kedy sa nepredklad\u00e1 v\u00fd\u0161ka ceny, ale sa o\u010dak\u00e1va ponuka, ktor\u00e1 sa akceptuje, \u010falej test reakcie na cenu &#8211; kedy sa z\u00e1kazn\u00edkom prekladaj\u00fa n\u00e1vrhy r\u00f4znych cien s mo\u017enos\u0165ou ur\u010di\u0165, \u010di pon\u00fakan\u00e1 cena je pr\u00edli\u0161 n\u00edzka, vysok\u00e1 a pod., \u010falej holandsk\u00fd test alebo test cenovej citlivosti &#8211; respondent odpoved\u00e1 na 4 z\u00e1kladn\u00e9 ot\u00e1zky:<br \/>\n&#8211; od akej ceny na stupnici by ste hodnotili v\u00fdrobok ako lacn\u00fd?<br \/>\n&#8211; od akej ceny na stupnici sa v\u00e1m zd\u00e1 v\u00fdrobok drah\u00fd?<br \/>\n&#8211; od akej ceny na stupnici sa v\u00e1m zd\u00e1 v\u00fdrobok tak\u00fd drah\u00fd, \u017ee by ste ho v \u017eiadnom pr\u00edpade nek\u00fapili?<br \/>\n&#8211; od akej ceny sa v\u00e1m zd\u00e1 tak\u00fd lacn\u00fd, \u017ee by ste za\u010dali pochybova\u0165 o jeho kvalite?<\/li>\n<\/ul>\n<p><a href=\"https:\/\/www.euroekonom.sk\/obchod\/tvorba-cien\/metody-tvorby-cien\/\">Met\u00f3du tvorby cien<\/a> na z\u00e1klade dopytu vyu\u017e\u00edvaj\u00fa najm\u00e4 firmy ktor\u00e9 sa orientuj\u00fa na segmenta\u010dn\u00fd marketingov\u00fd pr\u00edstup a postupuj\u00fa nasledovne:<\/p>\n<ul>\n<li>vyvinie sa v\u00fdrobok v pl\u00e1novanej kvalite a cene pre \u0161peci\u00e1lne ur\u010den\u00fd segment trhu,<\/li>\n<li>mana\u017ement odhadne o\u010dak\u00e1van\u00fd objem predaja, ktor\u00fd predpoklad\u00e1 pri danej cene,<\/li>\n<li>ur\u010dia sa potrebn\u00e9 kapacity, invest\u00edcie, jednotkov\u00e9 n\u00e1klady,<\/li>\n<li>vy\u010d\u00edsli sa o\u010dak\u00e1van\u00fd zisk pri pl\u00e1novanej cene, ak je tento posta\u010duj\u00faci, tak sa v\u00fdrobok za\u010dne vyr\u00e1ba\u0165 a ak je tento zisk neposta\u010duj\u00faci, v\u00fdrobok sa vyr\u00e1ba\u0165 nebude.<\/li>\n<\/ul>\n<p>Ur\u010dovanie cien na z\u00e1klade dopytu je mimoriadne n\u00e1ro\u010dn\u00e9 na z\u00edskanie objekt\u00edvnych inform\u00e1ci\u00ed s\u00favisiacich s cenovou pru\u017enos\u0165ou dopytu, ktor\u00e9 sa iba \u0165a\u017eko z\u00edskavaj\u00fa, a preto je vyu\u017eitie tohto pr\u00edstupu v praxi \u010diasto\u010dne obmedzen\u00e9.<\/p>\n<h3>Pr\u00edstup na z\u00e1klade konkurencie<\/h3>\n<p>Intenzita tlaku konkurencie z\u00e1vis\u00ed od viacer\u00fdch faktorov:<\/p>\n<ul>\n<li>od cenovej citlivosti z\u00e1kazn\u00edkov &#8211; t\u00e1to je v\u00fdrazom preferencie z\u00e1kazn\u00edkov pre ur\u010dit\u00fdch v\u00fdrobcov alebo zna\u010dky<\/li>\n<li>vlastn\u00e1 poz\u00edcia na trhu &#8211; \u010d\u00edm m\u00e1 firma vy\u0161\u0161\u00ed podiel na trhu, t\u00fdm je ni\u017e\u0161ia nutnos\u0165 prisp\u00f4sobova\u0165 sa cen\u00e1m konkurencie<\/li>\n<li>od \u0161trukt\u00fary trhu : potreba ur\u010dova\u0165 ceny na z\u00e1klade konkurencia je najvy\u0161\u0161ia v oligopolnej \u0161trukt\u00fare trhu a najni\u017e\u0161ia v monopolnej \u0161trukt\u00fare trhu.<\/li>\n<\/ul>\n<p>Probl\u00e9m pri kon\u0161trukcii cien na z\u00e1klade konkurencie je predov\u0161etk\u00fdm v spr\u00e1vne a v\u010das predv\u00edda\u0165 reakcie konkurentov a spr\u00e1vne stanovi\u0165 svoju konkuren\u010dn\u00fa cenu.<br \/>\nPodnik m\u00f4\u017ee na spr\u00e1vanie sa konkurencie reagova\u0165 nasledovne:<\/p>\n<ul>\n<li>Udr\u017eovan\u00edm p\u00f4vodnej ceny &#8211; ak nestr\u00e1ca podiel na trhu.<\/li>\n<li>Udr\u017eovan\u00edm ceny s necenovou protiofenz\u00edvou &#8211; napr. skvalitnen\u00edm v\u00fdrobku<\/li>\n<li>Zvy\u0161ovan\u00edm cien s protiofenz\u00edvou<\/li>\n<li>Redukciou ceny<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Cenov\u00e1 strat\u00e9gia Cenov\u00e1 strat\u00e9gia predstavuje vlastne s\u00fahrn opatren\u00ed, pokynov, postupov a pravidl\u00e1 z\u00e1sahov v oblasti cien zameran\u00fdch na dosiahnutie dlhodob\u00fdch strategick\u00fdch cie\u013eov podniku. Je to &hellip; <\/p>\n","protected":false},"author":21,"featured_media":25027,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[50,553],"tags":[159],"class_list":["post-10803","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","category-vzdelavam-sa","tag-strategia"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Cenov\u00e9 strat\u00e9gie a pr\u00edstupy k tvorbe cien<\/title>\n<meta name=\"description\" content=\"Tvorba cenovej strat\u00e9gie: ziskovo orientovan\u00e9, odbytovo orientovan\u00e9 a status quo orientovan\u00e9 cenov\u00e9 strat\u00e9gie. 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