Diseño de estrategias frente a medidas gubernamentales ecuatorianas sobre Productos Farmacéuticos Suizos
Fecha
2016
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Universidad de Guayaquil Facultad de Ciencias Administrativas
Resumen
Dentro del presente trabajo se han diseñado estrategias frente a medidas gubernamentales ecuatorianas sobre productos suizos. Este proyecto de investigación se ha llevado a cabo a partir de la disminución de las ventas en fármacos de marcas suizas, pues sus precios, se han elevado de manera sustancial lo que ha generado que sus compradores, como médicos locales y extranjeros, tengan que pagar valores mayores para adquirir los medicamentos, lo que hace que no se vuelvan tan accesibles como antes. Para proceder al diseño de estrategias primero se tuvo que analizar las medidas de control de precios que ha implementado el gobierno, se identificó las marcas de los productos farmacéuticos suizos que se comercializan en el Ecuador para finalmente proponer una estrategia comercial que enfrente las medidas gubernamentales sobre los productos farmacéuticos. El desarrollo de la investigación se lo efectuó a través de los enfoques cualitativos y cuantitativos. Se empleó la encuesta puesto que ayudó a recopilar información desde un punto de vista numérico. Se usó la entrevista para tener un estudio más directo, en este caso se entrevistó a cada representante de las compañías Novartis, Quifatex y Hoffman – La Roche. A partir de este análisis, los autores también realizaron una propuesta que permita solucionar la disminución de las ventas en los laboratorios suizos farmacéuticos, con el único fin de aumentarlas, a través de estrategias comerciales adecuadas.
In the present study we have been designed strategies against Ecuadorian government measures on Swiss products. This research project was carried out from the decrease in sales in drugs Swiss brands because their prices have risen substantially which has led to their buyers, as local and foreign doctors have to pay higher values to acquire medicines, which makes not become as accessible as before. To proceed to design strategies first had to analyze the measures of price control that has implemented the government brands of Swiss pharmaceutical products sold in Ecuador to finally propose a business strategy was identified that across government measures pharmaceuticals. The development of research it conducted through qualitative and quantitative approaches. The survey was used since helped gather information from a numerical point of view. the interview was used to have a more direct study, in this case every representative of Novartis, Quifatex and companies were interviewed Hoffman - La Roche. From this analysis, the authors also made a proposal to address the decline in sales in Swiss pharmaceutical laboratories, for the sole purpose of increasing them through appropriate business strategies.
In the present study we have been designed strategies against Ecuadorian government measures on Swiss products. This research project was carried out from the decrease in sales in drugs Swiss brands because their prices have risen substantially which has led to their buyers, as local and foreign doctors have to pay higher values to acquire medicines, which makes not become as accessible as before. To proceed to design strategies first had to analyze the measures of price control that has implemented the government brands of Swiss pharmaceutical products sold in Ecuador to finally propose a business strategy was identified that across government measures pharmaceuticals. The development of research it conducted through qualitative and quantitative approaches. The survey was used since helped gather information from a numerical point of view. the interview was used to have a more direct study, in this case every representative of Novartis, Quifatex and companies were interviewed Hoffman - La Roche. From this analysis, the authors also made a proposal to address the decline in sales in Swiss pharmaceutical laboratories, for the sole purpose of increasing them through appropriate business strategies.
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Industria farmacéutica, Medicamentos, Economía