Estratégia de posicionamento no varejo farmacêutico com foco no cliente idoso

Detalhes bibliográficos
Ano de defesa: 2012
Autor(a) principal: Silva Junior, Ibson dos Santos
Orientador(a): Cyrino, Álvaro Bruno
Banca de defesa: Não Informado pela instituição
Tipo de documento: Dissertação
Tipo de acesso: Acesso aberto
Idioma: por
Instituição de defesa: Não Informado pela instituição
Programa de Pós-Graduação: Não Informado pela instituição
Departamento: Não Informado pela instituição
País: Não Informado pela instituição
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
Resumo: 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.
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spelling Silva Junior, Ibson dos SantosEscolas::EBAPEFontes Filho, Joaquim RubensNunes, José Mauro GonçalvesCyrino, Álvaro Bruno2012-11-06T11:45:01Z2012-11-06T11:45:01Z2012-08-23SILVA JUNIOR, Ibson. Estratégia de posicionamento no varejo farmacêutico com foco no cliente idoso. Dissertação (Mestrado em Gestão Empresarial) - FGV - Fundação Getúlio Vargas, Rio de Janeiro, 2012.http://hdl.handle.net/10438/10200The 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.O presente estudo tem como objetivo apresentar um estudo de caso de uma farmácia integrada e como esta empresa se posicionou no mercado do varejo farmacêutico perante seus concorrentes, com uma estratégia focada no cliente idoso e como agregou valor aos seus serviços, criando valor para si e para seus clientes. A fundamentação teórica deste projeto está diretamente ligada aos conceitos de estratégias competitivas focada na diferenciação de serviços ao idoso. Na coleta de dados foi realizada uma pesquisa, a partir de uma amostragem por conveniência e não probabilística, com duzentos idosos nos bancos da cidade de Cabo Frio, para entender o perfil deste consumidor. Com base nos resultados apresentados, verificou-se a importância estratégica de uma pequena empresa identificar um nicho e se posicionar corretamente no mercado do varejo farmacêutico, conseguindo assim competir com as grandes redes de drogarias que já se estabeleceram na cidade.porEstratégias competitivasAgregação de valorIdososFarmácia integradaMercado do varejo farmacêuticoEstratégiaVarejo farmacêuticoCliente idosoCompetitive strategyAdded valueElderlyIntegrated pharmacyRetail pharmacy marketAdministração de empresasPlanejamento empresarialConcorrênciaIdosos como consumidoresIndústria farmacêuticaEstratégia de posicionamento no varejo farmacêutico com foco no cliente idosoinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisreponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVinfo:eu-repo/semantics/openAccessORIGINALEstratégia de Posicionamento no Varejo Farmacêutico com Foco no Cliente 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dc.title.por.fl_str_mv Estratégia de posicionamento no varejo farmacêutico com foco no cliente idoso
title Estratégia de posicionamento no varejo farmacêutico com foco no cliente idoso
spellingShingle Estratégia de posicionamento no varejo farmacêutico com foco no cliente idoso
Silva Junior, Ibson dos Santos
Estratégias competitivas
Agregação de valor
Idosos
Farmácia integrada
Mercado do varejo farmacêutico
Estratégia
Varejo farmacêutico
Cliente idoso
Competitive strategy
Added value
Elderly
Integrated pharmacy
Retail pharmacy market
Administração de empresas
Planejamento empresarial
Concorrência
Idosos como consumidores
Indústria farmacêutica
title_short Estratégia de posicionamento no varejo farmacêutico com foco no cliente idoso
title_full Estratégia de posicionamento no varejo farmacêutico com foco no cliente idoso
title_fullStr Estratégia de posicionamento no varejo farmacêutico com foco no cliente idoso
title_full_unstemmed Estratégia de posicionamento no varejo farmacêutico com foco no cliente idoso
title_sort Estratégia de posicionamento no varejo farmacêutico com foco no cliente idoso
author Silva Junior, Ibson dos Santos
author_facet Silva Junior, Ibson dos Santos
author_role author
dc.contributor.unidadefgv.por.fl_str_mv Escolas::EBAPE
dc.contributor.member.none.fl_str_mv Fontes Filho, Joaquim Rubens
Nunes, José Mauro Gonçalves
dc.contributor.author.fl_str_mv Silva Junior, Ibson dos Santos
dc.contributor.advisor1.fl_str_mv Cyrino, Álvaro Bruno
contributor_str_mv Cyrino, Álvaro Bruno
dc.subject.por.fl_str_mv Estratégias competitivas
Agregação de valor
Idosos
Farmácia integrada
Mercado do varejo farmacêutico
Estratégia
Varejo farmacêutico
Cliente idoso
topic Estratégias competitivas
Agregação de valor
Idosos
Farmácia integrada
Mercado do varejo farmacêutico
Estratégia
Varejo farmacêutico
Cliente idoso
Competitive strategy
Added value
Elderly
Integrated pharmacy
Retail pharmacy market
Administração de empresas
Planejamento empresarial
Concorrência
Idosos como consumidores
Indústria farmacêutica
dc.subject.eng.fl_str_mv Competitive strategy
Added value
Elderly
Integrated pharmacy
Retail pharmacy market
dc.subject.area.por.fl_str_mv Administração de empresas
dc.subject.bibliodata.por.fl_str_mv Planejamento empresarial
Concorrência
Idosos como consumidores
Indústria farmacêutica
description 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.
publishDate 2012
dc.date.accessioned.fl_str_mv 2012-11-06T11:45:01Z
dc.date.available.fl_str_mv 2012-11-06T11:45:01Z
dc.date.issued.fl_str_mv 2012-08-23
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.citation.fl_str_mv SILVA JUNIOR, Ibson. Estratégia de posicionamento no varejo farmacêutico com foco no cliente idoso. Dissertação (Mestrado em Gestão Empresarial) - FGV - Fundação Getúlio Vargas, Rio de Janeiro, 2012.
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10438/10200
identifier_str_mv SILVA JUNIOR, Ibson. Estratégia de posicionamento no varejo farmacêutico com foco no cliente idoso. Dissertação (Mestrado em Gestão Empresarial) - FGV - Fundação Getúlio Vargas, Rio de Janeiro, 2012.
url http://hdl.handle.net/10438/10200
dc.language.iso.fl_str_mv por
language por
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.source.none.fl_str_mv reponame:Repositório Institucional do FGV (FGV Repositório Digital)
instname:Fundação Getulio Vargas (FGV)
instacron:FGV
instname_str Fundação Getulio Vargas (FGV)
instacron_str FGV
institution FGV
reponame_str Repositório Institucional do FGV (FGV Repositório Digital)
collection Repositório Institucional do FGV (FGV Repositório Digital)
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https://repositorio.fgv.br/bitstreams/79555470-2075-4c32-9bbe-22106b062f1e/download
https://repositorio.fgv.br/bitstreams/01e4e279-f9b0-4876-90c6-30c53a8c73e3/download
https://repositorio.fgv.br/bitstreams/eaadd664-af24-4f7e-98da-8c7bc03d0057/download
bitstream.checksum.fl_str_mv 80e2ae5bef27ca3423179636d714e9d1
dfb340242cced38a6cca06c627998fa1
e59f06772da3a0549feef9e0d3216b76
45e11e144852420b813ae170ecf917e2
bitstream.checksumAlgorithm.fl_str_mv MD5
MD5
MD5
MD5
repository.name.fl_str_mv Repositório Institucional do FGV (FGV Repositório Digital) - Fundação Getulio Vargas (FGV)
repository.mail.fl_str_mv
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