Métodos de precificação: enfoque nas vidraçarias de médio e pequeno porte do Ceará

Abstract

The amount of glass has grown and competition has required better management of these companies. Low prices of the competition ha been a catalyst for sales and so the pricing has become one of the main strategies of the market. This work suggested a method of pricing for the glass identifying the advantages and disadvantages of each method predominant position in the value chain wide. After an extensive literature search and documentation a field research through the removal of the glass medium and small size of Ceara was made with the application of a questionnaire and interviews which characterized this segment training and management of prices. Following the suggestion of the new method was made a case study in a glass for application. As a result of the survey there was a predominance of traditional methods with emphasis on the markup on the cost with the culture of constant application of discounts, signaling to the adoption of dynamic pricing and the difficulty encountered in relation to human capital and tools for calculating the price dynamic. As a result of the case study a table was generated for each group of customers with the use of planned price ranges from the study of volume changes that occurred in previous years to be used in conjunction with the tables generated from unit contribution margin to provide better timing for negotiation.