Удосконалення маркетингової діяльності аптечної мережі на основі дослідження споживацьких уподобань
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Файли
Дата
2019
Назва журналу
Номер ISSN
Назва тому
Видавець
Університет імені Альфреда Нобеля
Анотація
The article reviews the Ukrainian pharmaceutical market and outlines its main trends, namely: the
market continues growing; pharmacy networks have begun amalgamating and increasing their market share; there is a slow consolidation in the retail segment of the domestic pharmaceutical market, which
will only intensify, according to expert forecasts.
In this article it has been determined that it is reasonable to improve the marketing activities of
the pharmacy network called Apteka Nyzkykh Tsin (Pharmacy of Low Prices) in a variety of ways
and methods in order to attract, retain and return customers because the future of the company, its
competitiveness and success in the market depend on it.
On the basis of the conducted research of consumer preferences the following recommendations
have been made:
1. The pharmacy network should form an effective socially-oriented range of medicines aimed at
satisfying the needs of customers and increasing its competitiveness. The timely receipt and analysis of
consumer information, their benefits and factors that influence the choice of medicines will enable the
pharmacy to form an up-to-date range of products that will enhance its competitive position.
2. The expansion of the product range in the pharmacy network should be aimed at satisfying the
needs of customers in medicinal products and ensuring the competitiveness of its facilities with respect
to the main competitors in the market. In this regard, it is necessary to purchase medicines and medical
products that are in the greatest demand and which will make a significant contribution to the formation
of the pharmacy’s profit. These medicines should be included when making requests for orders to
suppliers as of the highest priority.
3. It is necessary to conduct training courses and seminars for the pharmacists to raise their level
of knowledge about modern methods of planning and analysis of a product range, which will promote
maintaining the level of the current range and attracting new customers.
4. It is necessary to develop a program of cooperation with medical institutions and doctors since
it has been proved that active consumer demand and the role of medical representatives are important
factors in making a decision on the purchase and selection of a pharmacy. The program will help
increase demand and create loyalty to the Apteka Nyzkykh Tsin pharmacy network (Pharmacy of Low
Prices).
The recommendations made for improving the marketing activities of the pharmacy network
will contribute to the formation of an up-to-date range, customer engagement and loyalty, increase the
competitiveness of the pharmacy network and, in general, strengthen the leadership positions in the
Ukrainian pharmaceutical market.
Опис
Ключові слова
marketing activity, research, commodity policy of the enterprise, consumer preferences, competitiveness