{"id":1701,"date":"2025-06-19T09:30:04","date_gmt":"2025-06-19T09:30:04","guid":{"rendered":"https:\/\/bizkompas.rs\/?p=1701"},"modified":"2026-07-06T16:43:09","modified_gmt":"2026-07-06T16:43:09","slug":"kako-izracunati-prodajnu-cenu","status":"publish","type":"post","link":"https:\/\/bizkompas.rs\/en\/kako-izracunati-prodajnu-cenu\/","title":{"rendered":"How to Calculate the Selling Price?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"1701\" class=\"elementor elementor-1701\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-d153216 e-flex e-con-boxed e-con e-parent\" data-id=\"d153216\" data-element_type=\"container\" data-e-type=\"container\" 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elementor-element-0f4fe9a e-flex e-con-boxed e-con e-parent\" data-id=\"0f4fe9a\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-5a36034 elementor-widget elementor-widget-text-editor\" data-id=\"5a36034\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>\u00a0<\/p>\n<p>KAKO IZRA\u010cUNATI PRODAJNU CENU?<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-52cb3ef e-flex e-con-boxed e-con e-parent\" data-id=\"52cb3ef\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-39a5ffd e-con-full e-flex e-con e-child\" data-id=\"39a5ffd\" data-element_type=\"container\" data-e-type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-24ea3ab elementor-widget elementor-widget-image\" data-id=\"24ea3ab\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"682\" src=\"https:\/\/bizkompas.rs\/wp-content\/uploads\/2025\/06\/Prodajna-cena-1024x682.jpg\" class=\"attachment-large size-large wp-image-1703\" alt=\"\" srcset=\"https:\/\/bizkompas.rs\/wp-content\/uploads\/2025\/06\/Prodajna-cena-1024x682.jpg 1024w, https:\/\/bizkompas.rs\/wp-content\/uploads\/2025\/06\/Prodajna-cena-300x200.jpg 300w, https:\/\/bizkompas.rs\/wp-content\/uploads\/2025\/06\/Prodajna-cena-768x511.jpg 768w, https:\/\/bizkompas.rs\/wp-content\/uploads\/2025\/06\/Prodajna-cena-1536x1022.jpg 1536w, https:\/\/bizkompas.rs\/wp-content\/uploads\/2025\/06\/Prodajna-cena.jpg 1920w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-e738632 e-flex e-con-boxed e-con e-parent\" data-id=\"e738632\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c91945d elementor-widget elementor-widget-text-editor\" data-id=\"c91945d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\n<p class=\"wp-block-paragraph\"><strong>Planirate da otpo\u010dnete sa poslovanjem kroz prodaju artikala, ali niste sigurni kako da utvrdite njegovu prodajnu cenu?<\/strong><\/p>\n<p>Bud\u017eetiranje, kao vid planiranja poslovanja, po\u010dinje sa procenom prodaje. Odnosno koji su potencijalni kapaciteti za prodaju na tr\u017ei\u0161tu za kompaniju va\u0161ih karakteristika. Proces planiranja prodaje je mo\u017eda najkomplikovaniji od svih procesa bud\u017eetiranja, ali je neophodno do\u0107i do nekih koli\u010dina kojima \u0107e se po otpo\u010dinjanju poslovanja te\u017eiti inicijalno.<\/p>\n<p>Zatim, mo\u017ee se pristupiti prera\u010dunu prodajne cene tako \u0161to \u0107e se pristupiti planiranju elemenata koji \u010dine\u00a0njenu strukturu.<\/p>\n<p>\u00a0<\/p>\n<p>U osnovnom smislu, prodajna cena treba da pokrije:<\/p>\n<p>1. Tro\u0161kove poslovanja<\/p>\n<p>2. Profit investitora<\/p>\n<p>3. Porez na dodatu vrednost<\/p>\n<p><br \/><strong>1. Tro\u0161kovi poslovanja<\/strong> se planiraju tako \u0161to se utvrde:<\/p>\n<ul>\n<li>Direktni tro\u0161kovi koji uti\u010du na izradu proizvoda ili pru\u017eanje usluge (materijal, nabavna vrednost robe, rad zaposlenih, amortizacija opreme, itd).<\/li>\n<li>Op\u0161ti tro\u0161kovi poslovanja koji su neophodni da bi kompanija postojala i poslovala (ispunjenje zakonskih odredbi, administracija, marketing, itd).<\/li>\n<\/ul>\n<p><strong>2. Profit investitora<\/strong> predstavlja stavku \u201cpovra\u0107aja na investiciju\u201d, odnosno zaradu vlasnika kompanije koji bi on \u017eeleo da ostvari od svoje investicije.<\/p>\n<p><strong>3. Porez na dodatu vrednost<\/strong> se po nepisanom pravilu prenosi na krajnjeg kupca, odnosno ura\u010dunava se u prodajnu cenu nakon \u0161to se prethodno u kalkulaciji saberu tro\u0161kovi poslovanja i profit investitora.<\/p>\n<p>\u00a0<\/p>\n<p><br \/>Saberu se navedeni elementi kalkulacije i podele se sa planiranom koli\u010dinom prodaje. Posmatraju\u0107i asortiman prodaje gde \u0107ete potencijalno imati vi\u0161e proizvoda ili usluga koje prodajete, za svaki artikal pojedina\u010dno bi trebalo alocirati ove elemente kalkulacije. Dakle, kalkulacija se radi po proizvodu, robi ili usluzi.<\/p>\n<p>Nakon \u0161to ste izradili kalkulaciju sa navedenim stavkama, pristupa se analizi pozicioniranja na tr\u017ei\u0161tu sa aspekta prodajne cene. Treba se imati u vidu da se tek otpo\u010dinje proces prodaje i va\u0161a prodajna cena bi trebalo da bude ni\u017ea ili jednaka konkurentnoj. U su\u0161tini, pristupa se proceduri pore\u0111enja va\u0161e i konkurentne prodajne cene.<\/p>\n<p>Ukoliko se pojavila situacija da je va\u0161a prera\u010dunata prodajna cena vi\u0161a od konkurentne, trebalo bi poku\u0161ati pristupiti menad\u017ementu elemenata kalkulacije na osnovu kojih je prera\u010dunata prodajna cena:<\/p>\n<p>1. Kod tro\u0161kova poslovanja je potrebno poku\u0161ati obezbediti jeftinije tro\u0161kove.<\/p>\n<p>2. Kod profita investitora bi trebalo, barem za po\u010detak poslovanja, umanjiti procenat \u017eeljenog profita.<\/p>\n<p>3. Kod poreza na dodatu vrednost bi trebalo ispitati kroz finansijsku studiju, ukoliko tek opo\u010dinjete poslovanje, da li je isplativo da se ne otpo\u010dne sa obavljanjem PDV aktivnosti po otpo\u010dinjanju poslovanja, kao i potencijalna procena kada bi kompanija, na osnovu izvr\u0161ene prodaje, po sili zakona otpo\u010dela sa obavljanjem PDV aktivnosti.<\/p>\n<p>\u00a0<\/p>\n<p><br \/>Treba napomenuti da je proces budzetiranja prodaje u smislu procena koli\u010dina i prodajne cene dinami\u010dan proces i zahteva korekcije koli\u010dina i prodajne cene kroz izradu kalkulacija, dok se na kraju ne utvrdi model prodaje sa kojim se mo\u017ee iza\u0107i na tr\u017ei\u0161te.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>\u00a0 KAKO IZRA\u010cUNATI PRODAJNU CENU? Planirate da otpo\u010dnete sa poslovanjem kroz prodaju artikala, ali niste sigurni kako da utvrdite njegovu prodajnu cenu? Bud\u017eetiranje, kao vid planiranja poslovanja, po\u010dinje sa procenom prodaje. Odnosno koji su potencijalni kapaciteti za prodaju na tr\u017ei\u0161tu za kompaniju va\u0161ih karakteristika. Proces planiranja prodaje je mo\u017eda najkomplikovaniji od svih procesa bud\u017eetiranja, ali [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":1703,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"disabled","ast-breadcrumbs-content":"","ast-featured-img":"disabled","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[1],"tags":[],"class_list":["post-1701","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-nekategorizovano"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Kako izra\u010dunati prodajnu cenu? 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