Plan de mercadeo y la estrategia competitiva de Unilever en la industria farmacéutica

Abstract

Knowing things like the marketing and how it influences the competitive strategy of an organization allows managers have a clear vision of where we should be directing investments in marketing. The main objective of this research was to propose a marketing plan by analyzing the marketing mix in competitive strategy, that by exposing the Unilever case of Mexico and the pharmacy channel. The Field research consisted of a questionnaire to 17 owners or managers of pharmacies that belong to an association, analyzing the marketing mix, using some of the variables introduced by McCarthy (1960), which are described by the five dimensions, promotion, distribution, product, price and additional shelf is square, while for competitive strategy, was considered the model of competitive strategies of Porter (2004), considering : the risk of entry of new competitors, the power negotiation of buyers, bargaining power of suppliers, and rivalry among existing competitors. Through the collection of survey data information is obtained using SPSS 15.0 allowed the analysis of descriptive statistics. The results show that there are areas of opportunity that if not met in the short term. Unilever´s competitiveness in the market for independent pharmacies will be affected, leaving the door open to competition in a channel with a large number of points sales.