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

dc.contributor.authorLOOR VELEZ CARLOS ENRIQUE - MURRIETA CERVANTES PAOLO JAVIER
dc.date.accessioned2024-08-15T17:56:40Z
dc.date.available2024-08-15T17:56:40Z
dc.date.issued2022-11
dc.description.abstractThe 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.
dc.identifier.otherA-EC-07-02
dc.identifier.urihttps://dspace.humane.edu.ec/handle/123456789/66
dc.language.isoes
dc.publisherInstituto Superior Tecnológico Humane
dc.titlePLAN COMERCIAL PARA BRINDAR BENEFICIOS Y PROMOCIONES CON LAS FARMACIAS INDEPENDIENTES DIRIGIDO AL CONSUMIDOR FINAL EN LA CIUDAD DE QUITO, A PARTIR DEL AÑO 2023
dc.typeThesis
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