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

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.