Proceedings of the International Scientific and Practical Conference Strategy of Development of Regional Ecosystems “Education-Science-Industry” (ISPCR 2021)

Analysis of the Medicinal Assortment as a Factor of Increasing the Competitiveness of Organizations in the Pharmacy Market of the Region

Authors
Tatyana I. Okonenko1, ORCID, Oxana A. Fikhtner1, *, Oxana.Fikhtner@novsu.ru, ORCID, Galina A. Antropova1, ORCID
1Yaroslav-the-Wise Novgorod State University, Veliky Novgorod, Russia
Corresponding Author
Oxana A. FikhtnerOxana.Fikhtner@novsu.ru,
Available Online 25 February 2022.
DOI
10.2991/aebmr.k.220208.050How to use a DOI?
Keywords
competitiveness; ABC-analysis; the assortment policy; pharmacy market; regional economy
Abstract

In the pharmaceutical market, there is fierce competition in its retail segment. In such a situation, the growth of competition between pharmacy organizations forces us to make adjustments to the assortment policy, which can affect the competitive position of an individual pharmacy in the region. The authors see the purpose of the study in assessing the state and level of competition in the Novgorod region pharmacy market in order to identify the organizational and financial conditions for the development of the drug assortment and the possibilities of pharmaceutical care for patients with ophthalmic pathology. To solve the tasks at hand, regulatory materials were studied, sales of ophthalmological drugs in the retail segment of the regional pharmaceutical market were considered. The ABC-analysis of the sales of medicinal products used in ophthalmology was carried out using statistical data from Novgorod pharmacy enterprises for the period 2016-2018. Analysis of the range of ophthalmic drugs showed that the formation of the range is not so much an economic task as a social one, since drugs are in demand by all residents of the region. Reduction or rejection of unprofitable assortment positions in pharmacies is unacceptable. However, in order to ensure a competitive position and the possibility of an effective (break-even) pharmacy business, it is necessary to use various tools for increasing competitiveness, ranging from a wide range, maintaining a stable presence in the range of drugs from the Vital and Essential Drugs List, using marketing tools to stimulate consumer demand and maintain consumer loyalty at a high level. Since pharmacies are a socially significant aspect of the population’s life support system, it is important to attract state resources (adequate regulatory framework, regional and federal support programs, including financial) to implement a long-term strategy for the socio-economic development of the Russian Federation and sustainable territorial development of the Novgorod region.

Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the International Scientific and Practical Conference Strategy of Development of Regional Ecosystems “Education-Science-Industry” (ISPCR 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
25 February 2022
ISBN
10.2991/aebmr.k.220208.050
ISSN
2352-5428
DOI
10.2991/aebmr.k.220208.050How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Tatyana I. Okonenko
AU  - Oxana A. Fikhtner
AU  - Galina A. Antropova
PY  - 2022
DA  - 2022/02/25
TI  - Analysis of the Medicinal Assortment as a Factor of Increasing the Competitiveness of Organizations in the Pharmacy Market of the Region
BT  - Proceedings of the International Scientific and Practical Conference Strategy of Development of Regional Ecosystems “Education-Science-Industry” (ISPCR 2021)
PB  - Atlantis Press
SP  - 351
EP  - 357
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220208.050
DO  - 10.2991/aebmr.k.220208.050
ID  - Okonenko2022
ER  -