| Abstract [eng] |
87 pages, 24 charts, 8 pictures, 48 references. The main objective of this Master's thesis is to study and evaluate the process of product pricing and approval in the wholesale company UAB Vilandra by analysing scientific literature. To present valid conclusions, suggestions and optimisation options for product pricing and validation. The thesis consists of three parts: a literature review, a justification of the research methodology and an analysis of the results. The conclusions and proposals are presented and can be applied in other wholesale companies. The literature analysis part compares the detailed concept and essence of individual scientific articles and their authors' insights and empirical research results, identifies the management and operational issues of the product pricing process in wholesale companies, and compares the different methods and strategies used to set and validate product pricing. Based on the results of the literature analysis, it was found that a successful pricing and validation process requires clear process steps and their sequencing. In order to investigate the product pricing and validation process, the internal documents of Vilandra UAB were analysed and expert oral interviews were conducted with the senior managers of Vilandra UAB and external consultants IĮ Mažeika ir Ko. The study found that the current pricing and approval process of UAB Vilandra is not detailed, lacks individual steps (e.g. competitor analysis, product positioning and market research), and is unclear in terms of responsibilities and the sequence of steps. Based on the analysis of the study, the steps in the process of product pricing and validation in wholesale companies have been identified as necessary to ensure a smooth process. The process of setting and approving the price of a product needs to be detailed, with clear responsible persons for each step. Only one product pricing and validation policy and strategy per product shall be applied at a time. The study found that this will ensure smooth communication and allow timely identification of the need for further process improvements. Based on expert interviews, a scientific article and internal document analysis, an optimised product pricing and approval process proposal was developed for the case of the wholesale company UAB Vilandra, which can be applied to other wholesalers. The conclusions and recommendations summarise the main concepts of the literature analysis and the results of the study. |
