The Rational Enterprise Strategy Development: Marketing Aspect

Abstract

Developing and implementing a rational enterprise strategy issues are becoming especially important for domestic organizations in today’s unstable economy. The relevance of the article is: an enterprise engaged in the production, the sale of goods or services will not be able to withstand competition, act effectively in accordance with market requirements without the rational strategy based on a marketing approach. At the same time, special attention should be paid to the developing strategy principles, methods and tools reflecting the industry features of enterprises functioning. Consumer behavior research in the pharmaceutical industry has shown a potential customer has a significant impact on pharmacy retails and pharmaceutical manufacturers marketing communications. Domestic market restructurisation of the pharmacy retails increases competition for consumers. The problem is the following: the pharmaceutical market is actively entering the network business, which often exceeds the local business amount. The effective strategy development by the Federal departments top management leads to local and regional enterprises displace from the pharmaceutical market. At the same time, this can open up new offers of the most affordable and high-quality products in the pharmaceutical industry to the consumers.