ADAPTATION OF ENTERPRISE PRICING POLICY UNDER MARTIAL LAW

The article examines the transformation of enterprise pricing policy under martial law and increasing economic volatility, highlighting the limited effectiveness of traditional cost-based pricing in environments characterized by disrupted logistics, supply uncertainty, inflationary shocks, high market volatility, and rapidly shifting consumer purchasing power. It is argued that classical pricing mechanisms lose regulatory and predictive relevance when cost and demand parameters fluctuate unpredictably and cannot be forecasted with acceptable accuracy. In response, the study proposes a multi-component adaptive pricing model consisting of four interconnected elements.The first component – dynamic price updating – requires continuous recalculation of prices based on real-time market signals, exchange rate movements, supply risks, and consumer demand elasticity, enabling price corrections with minimal time lags. The second component – margin-based portfolio optimization – prioritizes profitability over sales volume by grouping products according to marginal revenue contribution and shifting focus toward items with the highest economic return. The third component – zonal or differentiated pricing – assumes the establishment of price corridors depending on regional risk exposure, logistical accessibility, supply stability, and purchasing power heterogeneity. The fourth component – scenario-based planning and stress-testing – involves forming multiple pricing trajectories based on pessimistic, baseline, and optimistic scenarios and linking price decisions to probabilistic risk forecasts.A critical condition for model implementation is the organization of a continuous market intelligence system covering competitor strategies, consumer behavioral patterns, supply chain reliability, and changes in regulatory constraints. The novelty of the study lies in combining strategic adaptability with operational flexibility, enabling enterprises to maintain price relevance, safeguard profitability, and enhance resilience in conditions of deep uncertainty. The model is expected to strengthen decision-making quality, reduce vulnerability to external shocks, ensure proactive pricing behaviour, and maintain competitiveness despite crisis-driven constraints.