PLAN COMERCIAL PARA BRINDAR BENEFICIOS Y PROMOCIONES CON LAS FARMACIAS INDEPENDIENTES DIRIGIDO AL CONSUMIDOR FINAL EN LA CIUDAD DE QUITO, A PARTIR DEL AÑO 2023
PLAN COMERCIAL PARA BRINDAR BENEFICIOS Y PROMOCIONES CON LAS FARMACIAS INDEPENDIENTES DIRIGIDO AL CONSUMIDOR FINAL EN LA CIUDAD DE QUITO, A PARTIR DEL AÑO 2023
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Date
2022-11
Authors
LOOR VELEZ CARLOS ENRIQUE - MURRIETA CERVANTES PAOLO JAVIER
Journal Title
Journal ISSN
Volume Title
Publisher
Instituto Superior Tecnológico Humane
Abstract
The reason for this project stems from the fact that independent pharmacies suffer
difficulties in being able to compete against large chains, since they do not have the strategic
resources or the necessary allies that allow them to have the necessary potential to work in a
market where larger volume commercial drug sales businesses take an abysmal advantage
over the number of customers in the market considering their promotions and benefits they
offer.
The oldest records on a pharmacy in the city of Quito go back to the year 1931, at that
time the pharmacies that ventured into this business without having the necessary resources to
realize to a greater extent, the customers who come to these pharmacies were guided by the
trust and knowledge of the pharmacist who attended the point of sale, their supply of products
was done directly from the laboratory.
Currently, the commercial activity destined to the sale of pharmaceutical products, in
Ecuador, corresponds to the public and private sector. The first is supplied through purchasing
management, while the second is supplied through drug distributors.
Distributors have a high power of intervention in a purchase and sale negotiation,
considering that the distributor, when making high-volume purchases from the laboratory,
obtains greater profits, this utility can be transmitted to its clients and that, in the same way,
whoever buys more obtains greater benefits.
The large pharmaceutical and distribution chains ended alliances, which were based on
large investments for innovation and expansion of these in the market; strategic and dynamic
agreements that attract more interested people, leaving small and independent pharmacies
without the possibility of competition.
This project will seek to propose the implementation of a plan of benefits and promotions
for independent pharmacies, which cannot be competitive in this changing market; also provide
advice that allows them to focus on correct administration, having the peace of mind that their
profitability will not be affected.