MANAGEMENT OF PRICING POLICY OF ENTERPRISES IN THE TELECOMMUNICATIONS MARKET

Abstract

The article analyzes the peculiarities of formation and management of the pricing policy of enterprises in the telecommunications sector. The authors emphasize that pricing is a strategic tool that directly affects the company's profitability, competitiveness and market positioning. Effective price management requires a comprehensive analysis of a number of factors, including the costs of building and maintaining infrastructure, the pace of technological development, the level of competition, demand for services, government regulation, and changes in consumer preferences. In the current market environment, characterized by high dynamics of change and technological breakthroughs such as 5G, cloud services, the Internet of Things (IoT) and artificial intelligence, telecom operators are forced to constantly invest in network modernization and innovation. This, in turn, significantly affects the cost structure and forces them to reconsider their approaches to tariff setting. The choice of a pricing strategy – from cost-based to demand- or value-oriented – depends on the market situation, the level of technological development, customer expectations, and the financial capabilities of the company. The process of developing a pricing strategy is a complex task that involves in-depth analytics, consideration of the company's internal resources and external influences, such as economic, technological, and regulatory. The authors argue that in order to achieve a balance between the competitive attractiveness of tariffs and their profitability, companies must coordinate various aspects of pricing: the cost of services, changes in demand, the degree of innovation, the level of customer loyalty and adaptation to regulatory restrictions. Particular attention is paid to the example of Kyivstar PrJSC, a leading telecom operator in Ukraine, which demonstrates a modern approach to managing pricing policy. The company is actively expanding its portfolio of services, offering not only mobile communications and the Internet, but also comprehensive IT solutions for business: cloud platforms, virtual PBXs, Big Data analytics, and IoT solutions. Thanks to its flexible, scalable infrastructure and customer-oriented approach, Kyivstar creates competitive price offers that meet the current market challenges. This allows the company to maintain stability and high quality of service even in the face of martial law, economic instability and sharp fluctuations in consumer activity. In general, price management in the telecommunications sector is a constant challenge that requires flexibility, analytical accuracy and strategic thinking. Telecommunications companies must quickly adapt their pricing models to changes in consumer demand, technology trends, legislation and the economic environment to maintain a competitive edge and meet customer expectations.