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Article Title:
Strategic Management Approach of Pricing in Achieving Organizational Objectives. A Case Study of Sunshine Rubber and Shoe Company
by Ibojo Bolanle Odunlami and Amos Ogunsiji

Abstract:
Pricing is one of the marketing mix used by marketers to achieve their objectives. It is one of the flexible and most adjustable variables that can be manipulated by marketers in order to meet customers demand, and at the same time achieving organizational goals and objectives. The strategic management of pricing is important in order to empower customers to afford the products, minimize the effect of competition, and finally increases the rate of sales of the products. The researcher adopted secondary method of collecting data, which includes the use of journals, periodicals, and other sources for relevant materials. Analysis of variance (ANOVA) was adopted in analyzing the data collected from the case study. The findings of this research show that Sunshine Rubber and Shoe Company, like others in this sub-sector has effectively applied strategic management to the pricing of their products. The calculated F-Statistics showed that the value of 1.354, which lies within 0.05 level of confidence, implied that there is no significant difference in the effects of the three categories of product prices. The paper concludes that price should be strategically managed if organizational objectives must be achieved

Keywords: strategic management, pricing, achieving, organization, objectives

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