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Editor's Blog and Industry Comments

European Pricing Forum: pricing strategy vital in voltatile markets

14 January, 2013
With market forecasts down, organisations must become more reactive and proactively protect margins , says the European Pri8cing Platform (EPP). Pricing strategy can play a key part in optimising revenues where organisations are facing unprecedented pricing pressures as they deal with volatility in many markets.


2013 is set to be a difficult year for high tech companies, IHS-isuppli recently adjusted its forecasts downwards by as much as 2.3%; The semiconductors market was identified as most affected. (IHS Downgrades 2012 Semiconductor Forecast to 2.3 Percent Decline: Five out of six major application markets for semiconductors will shrink this year; December 6, 2012 DALE FORD)



The global recession that followed the financial crisis of 2009, and the weak recovery that is now underway, has brought home the need for new business models, more sophisticated channel revenue management and organizational shifts to maximize a successful response to market conditions.



Organizations are facing pressures on margins and profitability and therefore in turn questions as to the validity of their pricing strategies. 2013 will require them to look for better approaches, skills and technologies:  In a recent global study from Ernst & Young on risks and opportunities, pricing pressures have climbed from fifteenth risk in 2011 to fourth position in 2012. (Five is considered below the risk radar)



Cost cutting and national austerity programs seem to be compounding the slow recovery process and despite the impact of poor pricing strategies and/or execution being well understood, and felt throughout the organization, the discipline remain dealt with mostly at an operational level.



EPP, a ‘not-for-profit’ knowledge exchange place focused to support business management, pricing and profit optimisation is holding its second annual forum, bringing together experts and decision makers from all over Europe looking to share know-how. This forum will bring industrial leaders and innovators together to discuss the latest issues and developments in the pricing and profit optimization area. Strategic pricing decisions have never been more important for many organizations.



“Pricing is a powerful and proven strategy for improving top-line growth and profitability, yet few organizations know how to do pricing well,” said European Pricing Platform president Pol Vanaerde. “The economy is recovering but challenges remain in terms of the speed in which this is happening as well as some of the new buying and trading behaviors and expectations the crisis has brought with it.  As such pricing and selecting the right strategies as well as ensuing accuracy, flexibility and loyalty across the entire value chain remain the secrets  that unlock  profitability, market share and business agility.”



* The 2nd Annual Pricing and Profit Optimization Forum on High Tech:

4 – 6 February 2013 at the Schloss Bensberg, Cologne, Germany.


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