Concentração de mercado e estratégias competitivas: uma análise do varejo farmacêutico de 2010 a 2017

Abstract

The Pharmaceutical Retail is a sector in the Brazil Economy that has been presenting a series of transformations evidente in recente years. Despite being somewhat heterogeneous, the consolidation of some strategies has been perceptible by consumers, as well as the emergence of a new form of drugstore. This monograph, therefore, aims to analyze the market over a period of 8 years (from 2010 to 2017) by analyzing the market concentration ratio and the Herfindahl - Hirschman concentration index. In addition, an overview of the market for the middle-term study period of a series of studies on social performance and growth, the performance of the main players, and the competitive strategies adopted, were studied expansion, suitability of store assortment, pricing, among others. Thus, the work concluded that the pharmaceutical market is still very fragmented, but that there is a significant concentration for the group of the 4 largest networks, both when analyzed the market as a whole and analyzed only the market of ABRAFARMA.