Defining the Enterprise's Competitive Position in the Pharmaceutical Market
Journal Title: Бізнес Інформ - Year 2015, Vol 3, Issue 0
Abstract
The article is aimed at evaluating the competitiveness, defining the competitive position of enterprises in the pharmaceutical market and elaborating on this basis strategic directions of their development. A general description of the current status and the issues of the pharmaceutical industry in Ukraine are provided. In the article has been substantiated the need for periodic evaluation of the competitiveness of enterprises, including the pharmaceutical companies. An improved methodical approach to evaluation with subsequent defining the competitive position in the market of domestic producers of pharmaceuticals has been proposed. The used approach implies separation of components into the organizational and economic competitiveness, each of which contains a number of indicators-factors covering all stages of the life cycle from creation of product to its promotion and marketing. The study resulted in evaluating the level of competitiveness and determining the ranks for nine pharmaceutical manufacturers. Based on the developed matrix of competitive position of industrial pharmaceutical enterprises, four types of the strategic zones have been identified, which enable identification of weaknesses on the part of the economic entity as well as determination of the activity areas that need attention. For each of the zones a number of strategic directions for development has been proposed. Prospect of further research is the estimation of competitiveness of the pharmaceutical manufacturers not only in the operational (short-term) period, but in the long term as well, for this approach will determine not only the current state, but also the real potential for enterprise's competition.
Authors and Affiliations
Svitlana Moroz
Keywords
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