Удосконалення маркетингової стратегії фармацевтичної організації в кризових умовах

Abstract

The final qualification paper is devoted to improving the marketing strategy of the pharmaceutical company LLC «APTEKA911.UA» under crisis conditions. Based on the analysis of literary sources, the study examines the theoretical and methodological foundations of forming a marketing strategy for an enterprise during a

3 crisis. A comprehensive analysis of the marketing activities of LLC «APTEKA911.UA» has been conducted, the main performance indicators have been characterized and evaluated. The effectiveness of the existing marketing strategy has been assessed, and a SWOT analysis of the company’s activities under crisis conditions has been performed. Based on the results of a survey of employees and clients, the level of effectiveness of the implemented marketing measures has been determined. A set of anti-crisis marketing measures aimed at increasing the company’s competitiveness has been developed, and the economic efficiency of their implementation has been evaluated. The paper consists of 88 pages of printed text and includes an introduction, three chapters, conclusions, a list of references, and appendices. The material is illustrated with 22 figures, 1 formula and 23 tables, and 77 scientific sources were used.