Desarrollo de estrategias de integración en las farmacias Mía para mejorar la competitividad del mercado.

Abstract

Companies to improve their presence in the market must start with strategic plans that become the basis to stand out in the market in which it operates. A competitive sector in our country is the pharmacist with the presence of large and medium-sized chains that dominate the market, where an orense pharmaceutical chain has emerged that is Farmacia Mía, which has been gaining ground in the provincial sphere, however, one of the problems it faces. is that it has a low bargaining power with suppliers that prevents it from being more competitive. Situation to be improved when applying integration strategies to overcome the aforementioned inconvenience. The general objective was to determine the development of integration strategies in the Farmacias Mía to improve the competitiveness of the market, and subsequently, to apply integration strategies that lay the foundations in the short, medium and long term, supporting activities that they would give rise to face the competition, through a better generation of the service, offer of quality products. For the resolution of the work, a situational analysis was carried out to determine the strengths, weaknesses, opportunities and threats to which the company is exposed. This valuation served to elaborate strategies of integration of the vertical type inasmuch as it allows to diminish the power of the suppliers managing to obtain competitive advantages to face the large and medium pharmaceutical chains located in the country.