Estrategias de diferenciación para la competitividad de la farmacia Cruz Azul de la ciudad de Guaranda

Silvia Anabel  Durán Chasque; Jorge Renato  Cabezas Ramos

doi:10.59282/reincisol.V3(6)3808-3828

Authors

Silvia Anabel Durán Chasque Universidad Estatal de Bolívar https://orcid.org/0009-0005-3376-4001
Jorge Renato Cabezas Ramos Universidad Estatal de Bolívar

DOI:

https://doi.org/10.59282/reincisol.V3(6)3808-3828

Keywords:

competition; profitability; marketing mix; pharmaceutical; strategies

Abstract

Differentiation strategies for the competitiveness of the Cruz Azul pharmacy in the city of Guaranda were addressed in response to declining profitability. The increasing diversification of the market requires a comprehensive analysis that allows the formulation of differentiation strategies based on key market variables, essential to optimize decision making to promote business competitiveness. The methodology employed was built under a quantitative approach, complemented with field research. The collection techniques used were surveys. The study was carried out with a sample of 351 individuals, to whom the survey instrument was applied, which was summarized in 4 basic pillars of marketing. The results showed that the demand for products is mainly influenced by availability, price perception and discounts, which poses a challenge to stand out in direct competition with companies such as Keyla and Económicas. In this context, it was concluded that, in order to improve these aspects or create new innovative strategies, it is crucial to continuously study the market as a tool to identify new trends and emerging user needs, generating more reliable and future-oriented insights, as well as anticipating possible threats.

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