Экономические науки/
10.Экономика
предприятия
KIT LESYA
PhD student, Institute for Regional Studies
of NAS of Ukraine,
Lviv, Ukraine
DEVELOPMENT NETWORK BUSINESS STRUCTURES IN
PHARMACEUTICAL INDUSTRY: ADVANTAGES AND DISADVANTAGES
Today Ukraine has intensified the
process of creating network enterprise
structures in various sectors of
economic activity. This is
primarily a trade, where the
development of these structures helps
to establish effective linkages between
producers and consumers and improving
the quality of customer service. Significant
place in the structure of
business networks occupy entrepreneurial networks pharmaceutical business.
In particular, the Ukrainian market in the pharmaceutical sector of intensive
development in the retail pharmacy
chains become. Very often there are infrastructure changes retail market, reduces the number of stalls and pharmaceutical
items and based on this growing proportion of pharmacies
(almost 50%).
Today the network form of retailing is the
most rapidly developed and promising,
as evidenced by statistics: the estimated
proportion of network pharmacies in Ukraine is
approximately 60% [1].
Networked pharmacy structure forms a set retail and
wholesale companies that under a
single trademark and provide
a unified system of supply and marketing.
It can be either horizontal structure, merging companies
operating in the pharmaceutical sector of activity, or vertical,
where retailers integrate
with wholesalers or manufacturers.
The figure 1 shows the generalized classification pharmacy chains.
Figure 1. Classification pharmacy chains *
* developed by the
author based on [2]
As of today in the pharmaceutical
industry 75% huge networks valid
only within one region, and through the process of regional expansion in network structures is rapid
deployment, enabling the development of
national operators [3].
An analysis of scientific sources [1, 2, 3] and study the
characteristics of pharmacy
chains in Ukraine are the main factors that hinder their development, namely:
- sufficiently stiff competition;
- high cost of opening retail outlet;
- lack of legislation;
- lack of real estate and the risks of work in rental premises;
- lack of investment in the pharmaceutical industry;
- the complexity of the implementation and transition to the new formats of trade;
- glut retail outlets;
- the lack of skilled personnel.
Despite the presence of the above problems
we develop a network of
pharmaceutical business experience of these structures proves their undeniable advantages, which are presented in table 1.
Table 1.
Advantages and disadvantages of pharmacy network
|
ADVANTAGES |
DISADVANTAGES |
|
• increased
trade - reducing costs; • discounts
on merchandise from
manufacturers and distributors
due to the large volume of procurement; • the
ability to have an assortment of expensive drugs and diversification through additional pharmaceutical assortment; • more goods
available to consumers through low wholesale prices; • single
identity - the formation and maintenance of image; • expanding
the range of services; •
simplifying procurement functions and mechanism of delivery
of the goods; •
improving product quality by reducing
the number of intermediaries; • high motivation
of staff and mobile trainers; •
possibility of a centralized marketing
department; •
reducing marketing risks and involving the staff of marketing experts. |
• inability
to make independent decisions; • lack
of flexible pricing policy; • high capital
intensity; •
reduced motivation and restriction of
rights management; lack of prompt
response to customers refusing
pharmacy in goods; • standard
and universal approach in
matters concerning the range; •
complexity of control over network pharmacies; • slow
adaptation to changes in regional markets. |
Given the existing advantages in the
development of networked business
structures in pharmaceutical
and formulated a
list of problems we need to
step up their development
of scientific research in the
direction of the effective functioning
of these economic entities. Also
develop recommendations to improve
marketing and management decisions.
Consequently, we can conclude that the formation of pharmacy networks today is a positive trend and sufficiently promising direction in the development of
the Ukrainian pharmaceutical market.
REFERENCES:
1. Жахалова
С.В. Значимые тенденции в розничном звене фармацевтического рынка Украины //
Провизор. – 2007. – №15. – С.8-11.
2. Мнушко
З.М. Ключові аспекти становлення та розвитку аптечних мереж на фармацевтичному
ринку України // Ефективність використання маркетингу та логістики
фармацевтичними організаціями: Матеріали наук.-прак. конф. – Х.: Вид-во НФаУ,
2008. – С.23-27.
3. Кунда
Е. Инфраструктура аптечного рынка часть 1: Украина в целом / Е. Кунда, Е.
Кармалита // Е-к Аптека. – 2008. - № 19. – С.82-83.
4. Дідківська
Л.І. Тенденції розвитку роздрібних торговельних мереж та їх вплив на
конкурентне середовище // Актуальні проблеми економіки . – 2006. - No8. – С.
119-12.