Análisis de la comercialización de productos farmacéuticos en la ciudad de Guayaquil.

Abstract

This study analyzes the commercialization of pharmaceutical products in the city of Guayaquil, considering the different stages of the value chain, from pharmaceutical laboratories and wholesale distributors to pharmacies and the final consumer. The research examines commercial strategies, negotiation mechanisms, discount schemes, medical visits, vertical integration, digital tools, and the role of sales personnel in the distribution process. In addition, the influence of current health regulations and the impact of market concentration on sector competitiveness are assessed. Porter’s Five Forces model is applied to determine the attractiveness of the industry for pharmaceutical distributors. The results indicate that distributors occupy a strategic position within the system, directly influencing logistics efficiency, brand positioning, and profitability. The study concludes that, despite high competitive rivalry and the growing bargaining power of buyers, the pharmaceutical sector in Guayaquil remains moderately attractive, provided that companies possess financial strength, technological capabilities, regulatory compliance, and differentiated commercial strategies.