The Comparative Marketing Analysis of Vitamins From Assortment Groups of Medicinal Drugs and Biologically Active Additives

Abstract

The article presents the results of a marketing study of an assortment of medicinal products and biologically active additives of vitamin action prescribed in a clinical children's hospital. Vitamin preparations are prescribed not only for the prevention of various diseases, but also in complex. Materials and research methods: The following methods were used in the work: content analysis, SWOT analysis, STEP analysis, statistical, graphic, sociological. The main information materials were: the Vidal reference book, the State Register of Medicines, price lists of pharmaceutical companies. Results: This article is about a marketing analysis of drugs and biologically active additives of vitamin action was carried out, consisting of a comparative analysis of the assortment, SWOT analysis, which revealed the competitiveness of dietary supplements in relation to drugs with such "strengths" as a large range, composition of natural origin and " opportunities ", in the form of the absence of restrictions in promotion. The negative characteristics of “weaknesses” and “threats” of dietary supplements scored more indicators. For STEP-analysis, we ranked the factors that influence the external environment. It was found that the economic component has the greatest impact on the implementation of drugs and dietary supplements of vitamin action, and the social one is the least significant. At the final stage, a comparative point assessment was carried out, which made it possible to single out vitamins - “leaders” from the assortment under study. Сonclusion: The obtained results are important for understanding consumer behavior and the formation of information material for the doctors.