Analýza hodnotovo orientovanej pozície firmy
Company’s Value-Based Position Analysis

Summary/Abstract: Value-based pricing represents a qualitative shift from the traditional cost-based approaches towards the consumer-oriented approach. The essence of value-oriented pricing is to analyze consumer behaviour, consumer buying preferences, expectations and perceived value of intended consumption. The presented article in theoretical and analytical parts points out the influence and relevance of using the value-based approach in pricing on company’s profit. It discusses the basic specification of perceived value of the product by the customer. We compare the value-oriented company’s position to value perceptions of the consumer. Finally, the article analyzes the impact of value-based pricing on the company profit. The condition for implementation of value-based pricing by the company is the primary research between the company’s value-based orientation and the value-based orientation of its customers. The outcomes of the research showed a strong positive correlation between the company value orientation and the perceived value orientation of the customers. The value of correlation coefficient was 0,7647. We examined the correlation coefficient on the value drivers of marketed goods by the quantification of their differentiation value. The reached outcomes which are presented in the discussion show how the implementation of value-based pricing can help increase a company profitability. Based on the research and reached the high level of correlation, the company could increase the price level of marketed goods approximately up to 30 % and maintain the sales volume. This change could increase selling profitability by more than 200 %.

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