Abstract
The article is devoted to the study of pricing strategy in enterprises and the analysis of market competition. Price plays a decisive role in the country’s economy, especially in the business activities of manufacturing enterprises. It influences both the formation of production, the determination of its volume, and the financial results and profitability of enterprises. Therefore, an appropriate pricing policy is an integral part of market management strategy and emphasizes the relevance of this topic. The purpose of the article is to identify the main features of pricing policy for enterprises under modern conditions and to analyze the factors influencing pricing. For this purpose, the main research works of local and foreign specialists were reviewed, and various principles, methods, and strategies of pricing policy were analyzed. In the context of globalization and increasing competition in markets, attention has been paid to the importance of pricing strategy for enterprises. In the analysis of prices, not only internal management factors but also market conditions and external influences were taken into account, which made it possible to study modern pricing positions. In addition, the conducted research highlights the main functions of pricing policy, the regulation of profitability, market positioning, and ensuring competitiveness. Keywords: modern market, price strategy, price policy, marketing, pricing.