Strategic analysis of the over-the-counter drug industry in Croatia

undergraduate thesis

• Title (croatian): Strateška analiza industrije OTC lijekova u Hrvatskoj
• Author: Marta Radošević
• Mentor: Domagoj Hruška (mentor)
• Committee member: Darko Tipurić (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Organization and Management); Zagreb
• Defense date and country: 2023-09-14, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Organization and Management

Abstract

The company's strategy is now required in order for the corporation to respond to any environmental problems. The pharmaceutical industry has a great interest in analyzing the effectiveness of marketing communication of prescription drugs since prescription drugs represent the main source of income for the pharmaceutical industry. Marketing communication of prescription drugs is not aimed primarily at the consumer because they are not the ultimate decision makers to choose a particular drug for their disease, but at doctors who prescribe drugs from pharmaceutical manufacturers to patients. However, as the list of OTC drugs increases from the day, the problem is to position oneself in the minds of consumers and therefore there is a growing interest in analyzing the effectiveness of marketing communication of OTC drugs that is aimed at consumers. The main reasons for the increasing number of OTC medicines on the market are the transition of medicines from prescription to OTC due to the higher safety profile and the rapid development of the global generic market, which is why there are OTC medicines on the market of numerous pharmaceutical companies that contain the same active substance, i.e. have the same purpose and purpose. For the purpose of this thesis research on how people choose to purchase and use over-the-counter (OTC) medications was made using questionare.

Abstract (croatian)

Danas je potrebna strategija tvrtke kako bi korporacija odgovorila na sve ekološke probleme. Farmaceutska industrija ima veliki interes za analizu učinkovitosti marketinške komunikacije lijekova na recept budući da lijekovi na recept predstavljaju glavni izvor prihoda farmaceutske industrije. Marketinška komunikacija lijekova na recept nije prvenstveno usmjerena na potrošače jer oni nisu krajnji donositelji odluka o odabiru pojedinog lijeka za svoju bolest, već na liječnike koji pacijentima propisuju lijekove proizvođača lijekova. No, kako se lista bezreceptnih lijekova iz dana u dan povećava, problem je pozicionirati se u svijesti potrošača pa je sve veći interes za analizom učinkovitosti marketinške komunikacije OTC lijekova usmjerene prema potrošačima. Glavni razlozi sve većeg broja OTC lijekova na tržištu su prelazak lijekova s ​​recepta na OTC zbog većeg sigurnosnog profila te brzi razvoj globalnog generičkog tržišta, zbog čega su OTC lijekovi na tržištu brojnih farmaceutskih tvrtki koje sadrže istu djelatnu tvar, tj. imaju istu namjenu i namjenu. Za potrebe ovog diplomskog rada istraživanje o tome kako se ljudi odlučuju na kupnju i korištenje lijekova koji se izdaju bez recepta (OTC) provedeno je pomoću upitnika.

• Keywords: OTC drug industry; research on OTC drugs; pharma industry; strategy; analysis; registration; regulation
• Keywords (english): industrija OTC lijekova; istraživanje OTC lijekova; farmaceutska industrija; strategija; analiza; registracija; regulacija
• Language: english
• URN:NBN: urn:nbn:hr:148:971948
• Study programme: Title: Business Economics in English; Study programme type: university; Study level: undergraduate; Academic / professional title: sveučilišni/a prvostupnik/ prvostupnica(baccalaureus/ baccalaurea) ekonomije (sveučilišni/a prvostupnik/ prvostupnica(baccalaureus/ baccalaurea) ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2023-09-18 11:56:46