A estratégia de precificação utilizada no canal de atacado de uma rede supermercadista

Abstract

This study aimed to identify the pricing model in the wholesale channel of a supermarket company because of the variables that make up the marketing mix, the price is that most affects competitiveness, sales volume, margins and profitability of companies. The retail industry is very competitive and demanding, the search for supermarket chains to offer the best products at a fair price and get a desirable profit margin represents a major challenge. The wholesale format appears as a selling opportunity in the self-service system that operates with a wide variety of products and stores for customers to carry their purchases at the lowest price and in large quantities, even with the wholesale distributor that works with sales teams running door to door deliveries. With a qualitative approach, this exploratory study were interviewed managers of commercial department in the categories of drinks and commodities, as these categories are generating higher sales and profit, therefore, essential for the business. The survey results show that there is a certain pricing model for the company but for the categories studied, managers believe that the Brazilian market does not meet these expectations due to the level of speculation prices, especially for customers who shop large volumes, so to achieve the result of certain profit, managers must negotiate high volumes to make the investment needed to achieve your goals.