MSRP (Manufacturer's Suggested Retail Price) is the price a manufacturer recommends as the retail selling price for a product. Unlike MAP, MSRP is not a minimum — retailers are generally free to price below MSRP. It serves as a reference point for perceived value.
In repricing strategy, MSRP is often used as a price ceiling rather than a target. Pricing at or near MSRP may signal premium positioning; pricing significantly below MSRP is common in competitive marketplace environments where undercutting drives volume.