FORMATION OF MARKETING PRICING POLICY IN THE IT SERVICES MARKET OF UKRAINE UNDER CURRENT CONDITIONS

Abstract

The study explores the formation and implementation of a marketing pricing policy in the IT services sector of Ukraine, focusing on the interplay between internal project characteristics and external macroeconomic influences. The analysis identifies core determinants shaping service prices, including the type of IT service provided (software development, UX/UI design, technical support, consulting, mobile application development), the complexity and technological scope of projects, the professional level and expertise of the contractors, the chosen collaboration model (hourly rates, fixed-price contracts, subscription models), and the size and organizational maturity of the service provider. The research emphasizes the profound impact of Ukraine’s wartime economy on pricing strategies, highlighting shifts in export revenues, client budgets, and operational resilience measures within IT companies. Drawing on current market data, practical examples, and comparative pricing benchmarks, the paper outlines how pricing policies can be adapted to ensure competitiveness while maintaining service quality under conditions of uncertainty. Recommendations are provided for clients to navigate a diverse and fragmented market, including the formulation of precise technical requirements, multi-vendor price comparisons, contractual safeguards, and evaluation of a provider’s reputation and risk management capabilities. The findings underline that effective pricing strategies in the Ukrainian IT sector must combine flexibility in responding to rapid changes with consistency in delivering value to both domestic and international clients. This balance is crucial for sustaining business growth and preserving Ukraine’s position as a competitive IT services exporter despite geopolitical and economic challenges.