Estratégia de posicionamento no varejo farmacêutico com foco no cliente idoso

• Ano de defesa: 2012
• Autor(a) principal: Silva Junior, Ibson dos Santos
• Orientador(a): Cyrino, Álvaro Bruno
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Palavras-chave em Português: Estratégias competitivas; Agregação de valor; Idosos; Farmácia integrada; Mercado do varejo farmacêutico; Estratégia; Varejo farmacêutico; Cliente idoso
• Palavras-chave em Inglês: Competitive strategy; Added value; Elderly; Integrated pharmacy; Retail pharmacy market
• Link de acesso: http://hdl.handle.net/10438/10200

The present study aims to present a case study of an integrated pharmacy and how this company has positioned itself in the pharmaceutical retail market before its competitors, with a strategy focused on the elderly client and as added value to their services, creating value for themselves and for their clients. The theoretical foundation of this project is directly linked to the concepts of competitive strategies focused on differentiation of services to the elderly. Data collection was carried out a survey, from a convenience sampling and non-probability, with two hundred elderly banks in the city of Cabo Frio, to understand the profile of this consumer. Based on the results presented, it was the strategic importance of a small company to identify a niche and position yourself correctly in the pharmaceutical retail market, thus competing with the big drugstore chains that have established themselves in the city.