Skrypnyk O. Formation of marketing pricing policy of construction industry enterprises in conditions of economic cyclicality

The work is devoted to the development of theoretical and practical aspects of improving the marketing pricing policy of the construction industry as a key element of the system of integrated regulation of pricing for construction materials and products. It is established that regulation of pricing in modern conditions is a complex influence on economic processes by the state, branch associations of manufacturers (meso level), and enterprises-manufacturers for achieving of economical and social effect. The expediency of classifying construction materials and products, which occupy a significant share in the cost of construction, as “socially significant production goods» is proved. On the example of the aerated concrete market in Ukraine it is proved that the pricing processes for construction materials and products of domestic production require targeted comprehensive regulation at the microeconomic, sectoral and macroeconomic levels. Such regulation should help increase the availability and competitiveness of products from these manufacturers in the domestic market. For this reason, the author analysed the relationship between the main indicators of the regional markets of aerated concrete, taking into account the peculiarities of pricing in oligopolistic markets. The level of aerated concrete supply in the regional markets of Ukraine is estimated based on data on the location of aerated concrete producers in Ukraine and the directions of the product distribution, as well as the volume and territorial distribution of imports. The level of demand for aerated concrete in each region of Ukraine is established on the basis of regional data on construction volumes, real estate prices and aerated concrete. It is proved that aerated concrete prices depend on the levels of supply and demand in different regions of Ukraine. Based on the comparison of relative levels of demand and supply of aerated concrete in the regions of Ukraine, the balance of the respective markets is determined. The study identified regional clusters of the domestic market of aerated concrete in terms of prices and balance of the relevant segment. The author determined expediency and possible directions of regulation of aerated concrete prices for each of these identified clusters. It is established that the national market of aerated concrete consisted of some regional markets. It is determined that the average price of aerated concrete in Ukraine has a steady upward trend and aerated concrete manufacturers are trying to take into account economic cyclicality in their pricing policy, reducing if not the price of aerated concrete products, then at least their profitability in the negative phases of the economic cycle. The main factors of price formation on the market of aerated concrete of Ukraine are determined. It was revealed that the key factor in shaping the situation in regional markets is the location of production facilities in Ukraine and the countries of export. The time limits of the phases of domestic economic cycles in the period 2010-2020 are determined and the patterns of changes in the growth rate of aerated concrete prices at different phases of the economic cycle during this period are revealed. The study demonstrates the dependence of pricing factors on construction materials and products on the phases of the economic cycle and identifies the strategic economic behaviour of the building industry enterprises during the changes of phases of the economic cycle. To increase the effectiveness of marketing pricing policy, domestic aerated concrete producers are proposed to setting regional prices, controlling the pricing policy of distributors, abandoning the single price per one m3 of products regardless of density. It is also determined that one of the ways to improve the marketing pricing policy of autoclaved aerated concrete producers should be the forecast of changes in prices for aerated concrete and key raw materials for its production. In particular, the author developed a mathematical model for forecasting prices for aerated concrete taking into account macroeconomic and sectoral factors. To reduce the impact of economic cyclicality on aerated concrete enterprises, it is proposed to introduce a system of pre-sale of aerated concrete with price fixing and execution of relevant agreements with futures or option contracts. Within the framework of the complex mechanism of regulation of pricing for aerated concrete, it is also proposed to carry out indirect state regulation of prices for aerated concrete in the negative phases of the economic cycle in order to prevent an increase in selling prices for aerated concrete. In order to eliminate regional price disparities in the aerated concrete market of Ukraine, the feasibility of building a new plant for the production of aerated concrete in Ukraine is substantiated and priority regions for its location are identified, as well as its estimated production capacity.