SALES IN AN ENTERPRISE MODEL - ANALYSIS O F THE SALES STRATEGY

Under the conditions of a market economy the sales models represent an important instrument supporting rational decisions of the firms in th eir marketing analysis. To describe the formal relationships between t he price level and the volume of sales model instruments may be used e nabling to quantify the relationships. The aim of the paper is to demo strate the possibilities of model techniques in identification of the equilibrium of the sales strategy of the firm in different types of ma rket structures, particularly from the point of view of optimization o f production volume acceptable at the actual price of the goods: a) Mo del of a monopolistic firm working in an atomized consumer market. The monopoly is identified by means of the atomized demand structure, i.e . by the quantity of consumers on the one hand and the monopolistic pr oducer representing the goods supply on the other hand. Price of the g oods crystallizes under the basic condition of the market equilibrium of demand and supply. b) An oligopolistic model under the conditions o f pure competition, the oligopoly being characterized by the atomized supply structure and the atomized demand structure under the condition s of free competition of the market. In an homogeneous oligopoly each enterprise is fully exposed to market competition.