The problem of forming the company’s pricing policy in conditions of risk

This article discusses the problem of forming a company’s pricing policy under risk conditions. The pricing policy of a company under risk conditions is exclusively one of the most important tools of a commercial organization, since with an ineffective pricing policy, the most unpredictable and negative results in terms of their economic consequences can be obtained. When setting prices, it is important to take into account the risks that may arise under the influence of various factors. Among these factors, we can highlight external and internal risks, including production conditions, promotion and distribution of material flows, personnel motivation, availability of economic resources, efficiency of use of fixed assets, foreign economic policy of the state, regulatory framework, as well as the further use of the product that is produced company. It is known that the risks that a company faces can be different. The authors of a number of works devoted to the study of risks identify financial, technological, legal, environmental and other risks. Accordingly, taking into account the multiplicity of risks when forming a pricing policy, it is necessary to have a clear understanding of what combination of risks accompanies the development of the company, be able to identify the nature of the risks and correctly use pricing methods in the current conditions. Identification of risks at the stage of forming a pricing policy is an important task for any company that seeks to develop, strengthen its position in the market, etc.Setting competitive prices for goods or services makes it possible not only to function effectively in a risky environment, but also to protect the company from the emergence of new risks. Taking into account the above, the authors of the article pay significant attention not only to the concept of pricing policy, but also to various approaches that can be used in its development under the influence of the most common risks. Modern approaches include ways to use artificial intelligence to set prices for products or services.