Plan de marketing para farmacia Cruz Verde del cantón General Villamil Playas

Abstract

The work that is presented is based on an analysis to prepare the Marketing Plan for the Cruz Verde Pharmacy of the General Villamil Playas Canton, for which a situational analysis has been carried out, and then carry out the respective market research, having these bases The marketing plan is designed where the objectives and strategies to be implemented are specified. It begins with the general aspects in which the medicine market and its impact on the target audience are analyzed, in addition to highlighting the problems reflected in the Cruz Verde Pharmacy of the General Villamil Playas Canton, with the analysis of sales data historical data in order to have greater support. This is followed by a search for the main theories that support the development of this work. In the situational analysis, the macroenvironment made up of external situations of a political, legal, economic, technological and socio-cultural nature is examined. The microenvironment shows unfavorable weaknesses in such a competitive market, which affects a minimal market share of the company. Market research uses qualitative and quantitative tools from which specific variables were obtained that later strengthen the results of quantitative research. The marketing plan creates strategies that allow giving the variety of drugs, medicines and products to achieve increased sales, brand recognition and distinction. Finally, in the financial analysis, it is performed through IRR, NPV, ROI calculations to analyze the feasibility of the project.