Augalinių preparatų rinka Lietuvoje

Abstract

According to data of research company „IMS Health“ the pharmacy market in Lithuania increases year by year, and sales of non-prescribed medicine increase significantly. A part of those sales is comprised of herbal medicine preparations. Analysis of competitive environment, analysis of available preparations portfolio and possibilities of the company‘s development are compulsory seeking to stay competitive. During the last years we observed an increasing interest of consumers in herbal medicine preparations, therefore, the topic chosen is relevant for the Master‘s Degree thesis. Aim of the study: to evaluate possibilities of development of „Bionorica AG“ company on Lithuanian market. Objectives: Review of market of herbal preparations, evaluation of external environment, analysis of portfolio of the company‘s preparations, possibilities and analysis of the company‘s development on the market. Methods – model of M. Porter, with the help of which competitive analysis was performed. Survey of drugstores. Questionnaire data of surveys were entered, processed and analyzed with the use of statistics data analysis program SPSS. Analysis of the products‘ portfolio was performed with the use of matrix model of Boston consulting group (BCG). Possibilities of the company‘s development are analyzed in the paper with the use of forecasting method - trend model. Results: Many large companies, which follow each others‘ actions in order to know the means that are necesary to be assumed seeking to stay competitive, are operating on the market of herbal preparations. The market of herbal preparations according to its features belongs to the market according to the role being played and is oriented towards the segment of the city‘s residents. In the EU countries and Lithuania use of herbal preparations increases. In Lithuania having an increase of sales of non-prescribed medicine, the part of sales of herbal preparations increases identically. In Lithuania, there are 33 medicine manufacturers that sell herbal preparations. In Lithuania, there are 9 companies that manufacture herbal medicine preparations. The final consumer has an insignificant influence on the company. Constant danger of alternate materials from the side of homeopathic and chemical preparations and food products of medicical purpose is observed. New preparations appear. The biggest part of the surveyed stated that popularity of herbal preparations had increased during the last two years. The majority of drugstores give preference to the companies that offer the most attractive price and specials organized by wholesale companies. According to the respondents‘ opinion television, radio and press advertisement has the biggest influence on the final consumer. The surveyed also stated that those can influence the customer‘s decision occasionally. Having analyzed the preparations portfolio of „Bionorica AG“ company, we can observe a positive tendency of increase of preparations‘ sale. The most popular preparation (in the portfolio) is Sinupret. This medicine occupies the biggest part of market. Conclusions: Market of herbal preparations is categorized as oligopoly market. Increasing popularity of herbal preparations in the EU countries will have a positive effect on Lithuanian market of herbal preparations. The main competititors on the market of herbal preparations are German companies. The company has to adjust the strategy of its actvity, if it seeks to stay a competitive company further on the market. We can make a conclusion that having reviewed the strategy of actvity, the company‘s directors have to pay the biggest part of attention to the segment of women of 36 – 55 years of age. The tendency of increase of sales of the company‘s preparations is positive. The most attractive segment of the market is medicine from cough and cold.