UDC 657.432:620.9; JEL D21, E31, L29
Oleksyuk, H. V., & Samotiy, N. S. (2025). Marketynhove tsinoutvorennya biznesu kriz' pryzmu vyklykiv v enerhetychnomu sektori Ukrayiny [Marketing pricing of business through the prism of challenges in the energy sector of Ukraine]. Rehional'na ekonomika - Regional Economy, 115 (1), 100-108. DOI: https://doi.org/10.36818/1562-0905-2025-1-9 [in Ukrainian].
Sources: 10

Authors



Oleksyuk Hanna Vasylivna

Ph.D. of Economics, Associate Professor

Associate Professor of the Department of economics and marketing of the Academic Institute of Spatial Planning and Advanced Technologies of the Lviv Polytechnic National University

Contacts: h_oleksyk@ukr.net

Webpages:

Samotiy Nataliya Stepanivna

Senior Lecturer of the Department of economics and marketing of the Academic Institute of Spatial Planning and Advanced Technologies of the Lviv Polytechnic National University

Contacts: rusyna.nata@gmail.com

Webpages:

Resume

The analysis, research and reality of the current negative challenges of martial law in Ukraine, military operations as a result of the large-scale invasion of Russian troops in February 2022, outlines the factors of imbalance in the economic and demographic situation in the country. At the same time, the problem of the state of critical infrastructure both in the temporarily occupied territories and in other relatively safe regions of Ukraine, namely the destruction of generation facilities and electricity transmission to consumers, has become extremely acute. The imbalance of electricity production, reduction of electricity generation from various sources - nuclear, thermal, natural, etc. - leads to the need to replenish the country's energy balance through imports and the search for alternative sources. The current situation in the energy sector clearly leads to negative trends - an increase in tariffs and a decrease in actual consumption, and as a result, the introduction of blackout schedules for consumers of all levels in the regions of the country. The purpose of the article is to analyze the peculiarities of marketing pricing of business activities in the current conditions of problems in the country's energy sector and to substantiate the approaches to forming a business marketing policy with due regard for the impact of these problems. The article examines some approaches to the process of marketing pricing of business in the current conditions of martial law, which are associated with problems in the energy sector of Ukraine. The author analyzes the causes of these problems as a result of the destruction of electricity production and transportation facilities, which led to a sharp increase in Ukrenergo's tariffs and systemic emergency power outages for consumers. The author substantiates the connection between the growth of prices for goods, works, and services when supplying electricity to facilities using diesel generators, due to the increase in its cost several times, as well as the decrease in sales revenue during the interruption of electricity supply according to the schedules. It is proposed to use the method of marginal profit analysis, since electricity costs are mainly variable costs and have a significant impact on the result of financial activity.

Keywords:

marketing pricing, problems of the energy sector, cost of electricity, alternative energy supply, marginal analysis, profit

References


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