Pricing Strategies As Factor Of Enterprise Value Creation In Russian Wireless Market

Master's thesis consists of 100 pages, includes 4 figures, 31 tables and 3 appendices. 39 sources were used in the research. Sources are both Russian and foreign, and include books, articles, dissertations, electronic resources and databases. Keywords: pricing strategy, pricing, value of the company, pricing strategy, the wireless market, the differentiation of geographic markets segment. The majority of companies pay little attention to the process of pricing, considering that prices determined by the market, while the most powerful tool to increase the company's value is the price of the product. Therefore, companies need to pay much attention to the pricing process and approach to pricing strategies selection process carefully and deliberately. It proves the relevance of the research. The object of research is the Russian wireless market, and the subjects of the research are pricing strategies applied on it, and their impact on the company's value. The aim of the work is to develop guidelines for companies how to develop and implement pricing strategies to increase the companies’ fundamental value. In the study of the pricing of the telecommunication market, Russian researchers often use indicators of financial statements. In this work a new approach to the study of the pricing process is used. The research is being conducted with the help of the econometric study and the methodology of the OECD, organization which studies the price of European telecommunication markets. Also the impact of pricing strategies of the company to establish its value is studied using simulation. At the end of the research findings on the more successful pricing strategies were made, as well as guidelines for the development and implementation of pricing strategies have been developed. These recommendations will help to increase the fundamental value of the company through pricing.