Due to the changes in the environment of pharmacy industry, consumers have slowly altered their mode of consumption from going to the pharmacy for the treatment of illness to going there for the enhancement of health. Products used to be the key concern in traditional pharmacies of which the sales-oriented objective results in seeking for the sales of products, but now pharmacies tend to adopt a multifunctional managing strategy, which is demand-oriented aiming at the fulfillment of customer needs by providing the best-selling products while eliminating the dead stock. The transformation of the mode of consumption fosters the managers of pharmacies to identify the importance of multifunction, professionalism, convenience, chain operation, and computerization.
This research adopts both open-ended and focused one-on-one interviews. It examines the factors that would influence the success of strategic coalition between pharmacies in their inner and outer context, and also the discrepancy in the recognition of factors affecting the success of strategic coalition in this industry in different areas. By means of this approach, this research sums up the key factors leading to successful strategic coalition in different areas.
The key factors that need to be considered when conducting strategic coalition between pharmacies are obtained through case studies, and these factors are: ¡§the making of governmental policies,¡¨ ¡§the reputation of pharmacies in strategic coalition,¡¨ ¡§an excellent team for business development,¡¨ ¡§developing private brands with a high quality and a low price,¡¨ ¡§the establishment of the web,¡¨ ¡§the administrating and distributing system between businesses,¡¨ ¡§the stipulation of marketing strategies and objectives,¡¨ ¡§the application of finance,¡¨ and ¡§the privacy and trust between businesses.¡¨
Due to the geographical difference among the northern, the central, and the southern areas, chain pharmacies in the north prefer indirect franchise through which all businesses can distribute products together to lower their cost in their market distribution, while in the central area chain pharmacies are usually made of one or two pharmacies, collaborating with each other to create private brands. Pharmacies in the southern area achieve a common ideal through participating as a member in the social meeting for study and learning.
¡§Simplification,¡¨ ¡§standardization,¡¨ ¡§professionalism,¡¨ and ¡§centralization¡¨ must be achieved in strategic coalition between pharmacies with which the professional knowledge of the staff as well as their service would be strengthened to meet the customer needs. The strategic coalition between businesses in different areas requires mutual trust, but the sharing of interest, the information exchange, and how to achieve joint promotion, joint training, joint purchase, joint logo, as well as joint development are all serious issues that should also be dealt with.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0524112-093450 |
| Date | 24 May 2012 |
| Creators | Wang, Chih-Wen |
| Contributors | none, Bih-Shiaw Jaw, Yu-Ping Wang, none |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0524112-093450 |
| Rights | unrestricted, Copyright information available at source archive |
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