manufacturer's recommended price
Commonly used in retail contexts, similar to MSRP (Manufacturer's Suggested Retail Price).
The manufacturer's recommended price for this product is 30,000 yen.
定価 is a fixed retail price set by the manufacturer or publisher, often printed on the product. メーカー希望価格 is a suggested price that retailers may discount.
Compound of メーカー (maker, manufacturer) + 希望 (hope, wish) + 価格 (price). A straightforward modern term.