Uma farmácia a cada esquina: um estudo sobre a Pague Menos e o crescimento do varejo farmacêutico na cidade de Fortaleza

Abstract

Pharmaceutical retail has grown significantly and expressively throughout Brazil. The country gains notoriety on a global scale, with prospects of reaching the 5th position in the global pharmaceutical panorama in 2023. Based on the perception of this scenario and the growing expansion of pharmaceutical retail in numbers of pharmacies in the city of Fortaleza, the present work aims to analyze the participation of the Pague Menos Pharmacy Network and its marketing mix in the face of this scenario. The capital becomes the city that concentrates the largest number of stores in the pharmacy chain. Therefore, it was possible to see that the growth of pharmaceutical retail in Fortaleza is associated both with a more macro consequence, related to the expansion of this market to a national trend and the action of the large drugstore chains, as well as due to the strong presence of Pague Menos in the city, through your marketing mix.