Estratégias de marketing das farmácias no bairro dos Bancários em João Pessoa

Abstract

To respond to the great competition that pharmacies face, they must devise strategies that place them in an advantageous position concerning others in the market. To find out how the pharmacies in Bancarios, the main street of one of the neighbourhoods of João Pessoa, capital of Paraíba, deal with their competitors, a survey was carried out, where information was collected on the marketing strategies employees by the pharmacies of Bancarios in an environment of high direct competition. The research method used for this purpose was qualitative. In the initial phase of the study, a survey was carried out to provide a theoretical basis for the work, the marketing concepts were exposed and compared following their evolution, then the concepts of strategy and competition were discussed and the pharmaceutical sector in Brazil was discussed, as well as its performance. Then, a semi-structured interview was applied to the managers of some stores in the main avenue in this neighbourhood, the various marketing strategies used by them were transcribed, reported and analyzed according to the predefined methodology. During these interviews, it was noticed that these stores used several strategies, namely good service, promotional price policies, the hidden customer, among others, to face each other. But in short, there is no great difference between the strategies employed by these. This study allowed us to understand basically how these stores work and how they deal with each other.