Propuesta de implementación de una estrategia go to market en la industria farmacéutica

Abstract

This master's thesis has the main objective of implementing strategies to go to the market in order to increase sales in the pharmaceutical industry so they have established themselves as objectives; Analyze the marketing strategies applied to the pharmaceutical industry, diagnose the necessary conditions for the implementation of the strategies. On the other hand, strategies are defined to generate a competitive advantage and a value according to the methodology of the strategy to go to the market which will be reflected finally in the increase in sales. The methodology is framed in the collection of data by means of a survey to locate the target audience and in this way trace the strategies. Finally it was concluded that strategies should be implemented both as an external client and internal client, where the segments were defined, as a result 6 groups are selected which are selected as implemented strategies are implemented in the market. to give an increase to sales levels in the pharmaceutical industry.