The price of goods or services always “performs a key strategic role” in many firms among the intensively competitive global market. Price would definitely pose an impact on business company’s financial performance, prediction and evaluation while is critically considered as a significant “influence on buyers’ perceptions and positioning of the brands (Cravens, 1997). Meanwhile, pricing decisions would explosively lead to business franchise “far-reaching” consequences. With all these concerns as well as attentions in mind, pricing strategy in order to gain a competitive edge through pricing actions would require considerable attention including “deciding how to price a new product,” “evaluating the need to adjust price as the product moves through the product life cycle,” “changing a positioning strategy that requires modifying the current price strategy,” and “responding to the pressure of a price war and other competitive threats.” Using the price in positioning strategy in marketing program seems to send a signal to the buyer, an instrument of completion, a means to improve financial performance, and a way to perform other marketing function.
Purpose components of any organization business plan