<p>The aim of this thesis is, from a business perspective, to examine how the pharmacy chain Medstop is working with their positioning in order to achieve competitiveness in the re-regulated pharmacy market. This is studied through a theoretical framework that demonstrates five forces that affects the competitiveness in an industry, the five-force model by Michael Porter.</p><p>The thesis is a qualitative case study where data collection was done through interviews, literature, articles, websites and internal information from Medstop. The data was then complied into the theoretical perspective the authors have chosen for this paper, the five-force model by Michael Porter. This model was chosen because it gives a broad description of the competition a company faces by describing five different forces that affect the competition within a branch. The fact was collected on the basis of the marketing strategy positioning, and the essay is written from a business perspective.</p><p>Our cunclusions are that the pharmacy chain Medstop are in their initial positioning and has chosen to position itself on the basis of their core values; credibility, safety and security. The company believes that their customers will base their choice of pharmacy based on the geographical location and the customer experience. Customer experience is based on service and customer relations. Medstop also wants to be perceived as available to the customers and want to target customers who value a small pharmacy with good advice.</p>

The aim of this thesis is, from a business perspective, to examine how the pharmacy chain Medstop is working with their positioning in order to achieve competitiveness in the re-regulated pharmacy market. This is studied through a theoretical framework that demonstrates five forces that affects the competitiveness in an industry, the five-force model by Michael Porter. The thesis is a qualitative case study where data collection was done through interviews, literature, articles, websites and internal information from Medstop. The data was then complied into the theoretical perspective the authors have chosen for this paper, the five-force model by Michael Porter. This model was chosen because it gives a broad description of the competition a company faces by describing five different forces that affect the competition within a branch. The fact was collected on the basis of the marketing strategy positioning, and the essay is written from a business perspective. Our cunclusions are that the pharmacy chain Medstop are in their initial positioning and has chosen to position itself on the basis of their core values; credibility, safety and security. The company believes that their customers will base their choice of pharmacy based on the geographical location and the customer experience. Customer experience is based on service and customer relations. Medstop also wants to be perceived as available to the customers and want to target customers who value a small pharmacy with good advice.

This paper aims to provide a description of how knowledge can occur in Apoteket AB, an organization that is operating on the Swedish pharmacy market. The purpose of this paper is also to describe how the organizational learning occurs in the organization, and how the outcome of this learning can be stored in the organizational memory. This subject is of interest since Apoteket AB experience changes in their external environment in that they no longer have monopoly to sell pharmaceuticals on the Swedish pharmacy market. Earlier research claims that organizations need to develop new knowledge in order to take action, and this development needs to be supported by the management within the organization. The collection of primary data was done by two qualitative interviews with employees within the organization of Apoteket AB. Our conclusions are that knowledge can occur in many forms, such as tacit and explicit knowledge. The vast majority of the knowledge within the organization is the information that can be found in the electronic database Aponet within Apoteket AB, and that is useful for the employees in their daily work, and therefore is known as explicit knowledge. Since this knowledge is to be found through Aponet, the organizational memory plays an important role in sharing knowledge. The organizational learning can also be found in many different forms, making it possible for the organization to benefit from the employees experiences and discoveries. The outcome of this learning is often stored in the organizational memory known as social networks, which includes the employees in different situations.

Submitted by ibson santos (ibsonjunior@hotmail.com) on 2012-10-25T20:57:01Z No. of bitstreams: 1 Estratégia de Posicionamento no Varejo Farmacêutico com Foco no Cliente Idoso.pdf: 2047735 bytes, checksum: 80e2ae5bef27ca3423179636d714e9d1 (MD5) / Approved for entry into archive by Janete de Oliveira Feitosa (janete.feitosa@fgv.br) on 2012-10-31T18:34:11Z (GMT) No. of bitstreams: 1 Estratégia de Posicionamento no Varejo Farmacêutico com Foco no Cliente Idoso.pdf: 2047735 bytes, checksum: 80e2ae5bef27ca3423179636d714e9d1 (MD5) / Approved for entry into archive by Marcia Bacha (marcia.bacha@fgv.br) on 2012-11-06T11:43:45Z (GMT) No. of bitstreams: 1 Estratégia de Posicionamento no Varejo Farmacêutico com Foco no Cliente Idoso.pdf: 2047735 bytes, checksum: 80e2ae5bef27ca3423179636d714e9d1 (MD5) / Made available in DSpace on 2012-11-06T11:45:01Z (GMT). No. of bitstreams: 1 Estratégia de Posicionamento no Varejo Farmacêutico com Foco no Cliente Idoso.pdf: 2047735 bytes, checksum: 80e2ae5bef27ca3423179636d714e9d1 (MD5) Previous issue date: 2012-08-23 / 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. / 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.