Building Thanh Cong pharmaceutical companys competititve advantages in Ho Chi Minh city (2008 to 2011)

MINISTRY OF EDUCATION & TRAINING UNIVERSITEÙ LIBRE DE BRUXELLES
HO CHI MINH CITY OPEN UNIVERSITY SOLVAY BUSINESS SCHOOL

MBMM PROGRAM



HO VAN HIEN





BUILDING THANH CONG PHARMACEUTICAL COMPANY’S
COMPETITIVE ADVANTAGES
In
HO CHI MINH CITY (2008-2011)







FINAL PROJECT
MASTER IN BUSINESS & MARKETING MANAGEMENT


Tutor: Dr. NGUYEN NGOC HOA

Ho Chi Minh City
2007
STUDENT DECLARATION


I certify that the attached assignment is my own work. Material drawn from other
sources has been acknowledged according to unit-specific requirements for
referencing.




Ho Van Hien
ACKNOWLEDGMENT

This Project is the result of contributions from many organizations and people. I
wish to acknowledge the debt owed to the following people for their supports and
assistance during the preparation and finished with this project.
Firstly, I would like to express my gratitude to all the Professors of the Master in
Business and Marketing Management (MBMM) program, who delivered
invaluable knowledge, experience and assistance. The extensive assistance,
guidance, advice and encouragement of my guidance Doctor Nguyen Ngoc Hoa,
Professor- Doctor Truong Van Tuan throughout the project study are sincerely and
gratefully acknowledged, which provided the foundation and knowledge for
writing this project.
Secondly, I would like to thanks my adoptive parents Dr Hoang Quang Thuan &
Phan Thi Kim Thanh, my elder brother and elder sister - Master Nguyen Manh
Lam & Ho Thi Tan My, my Lecturer- Master Pharmacist Duong Thi Mai Trang,
Mr Serge, my colleagues: Phr Ho Si Ha, Mr Tran Minh Hieu, Mr Tam, my

nephew’s Luong who have created favourable conditions and encouraged me in
the work and completion of my study.
My thanks also go to my classmates: Loc, Minh and Chi Anh for their supports
during the courses.
Finally, my special thanks to my beloved wife and my family for their
encouragement and contribution in the completion of this project.

May 10, 2007
Author

TABLE OF CONTENTS




STUDENT DECLARATION
ACKNOWLEDGMENT
REMARKS FROM PROJECT TUTOR
COMMENT FROM PROJECT MENTOR
TABLE OF CONTENTS
ABRIVIATION
LIST OF TABLES & FIGURES

INTRODUCTION CHAPTER

I. Purpose of Study 1
II. Scope of Study 1
III. Methodology and Sources of Information 2
IV. Content of Chapter 2
CHAPTER I: THEORY ABOUT COMPETITIVE ADVANTAGE

1.1 Competitive Advantage Type 1: Cost Leadership 3
1.2 Competitive Advantage Type 2: Differentiation 3
1.3 Competitive Advantage Type 3: Focus
4
CHAPTER II: MARKETING ENVIRONMENT ANALYSIS AND
THANH CONG PERFORMANCE
2.1 Ho Chi Minh City Pharmaceutical Retails Situation 6
2.2 Marketing Envirnment Analysis 6
2.3 Summary of Thanh Cong Performance
16

CHAPTER III: BUILDING THANH CONG COMPANY’S COMPETITIVE
ADVANTAGES THROUGH CENTRALIZING PURCHASING
ACTIVITIES AND DIFFERENTIATION IN CUSTOMER SERVICES.
3.1 Building Thanh Cong Competitive Advantage
through Centralizing Purchasing Activities. 19
3.2 Building Thanh Cong Competitive Advantage
through Differentiation in Customer Services 23
3.3 Planning and Implementing Thanh Cong’s Strategy 23
3.4 Project’s Evaluation 23
CONCLUSION AND RECOMMENDATION 26
REFERENCES
APPENDICES

ABBREVIATION



Abbreviation Meaning Page
WTO

World Trade Organization 1
HCMC
Ho Chi Minh city 1
TCC
Thanh Cong Ltd company 1
R&D
Research and Development 5
USD
United States Dollar 6
SWOT
Strengths Weakness Opportunities Threats 8
GPP
Good Pharmacy Practices 9
S.O
Strengths Opportunities 9
W.O
Weakness Opportunities 9
S.T
Strengths Threats 9
W.T
Weakness Threats 9
MVP
Marketing Value Proposal 11
USP
Unique Selling Proposition 12
5T
5T Standards 17
5C
5C Standards 17
5Ñ

5Ñ Standards 18

















LIST OF TABLES




Table Contents Page
Table 2.1 SWOT Analysis 9
Table 2.2 TCC’s Standards “5T” & TCC Staff’s Standards “5C” 17
Table 2.3 TCC Transactions’ Standards “5” 18
Table 3.1 TCC’s Purchasing Turnover in 2006 22

LIST OF FIGURES
(pix, charts, figures (decimal: USD ‘000))



Figure Contents Page
Figure 1.1 Three Generic Competitive Advantage 4
Figure 1.2 The Self-Sustaining Nature of Competitive Advantage 5
Figure 2.1 HCMC Pharmaceutical Budget & TCC’s Turnover 7
Figure 2.2 Understanding Customers 15
Figure 3.1 Role & Meaning of Centralized Buying 22








EXECUTIVE SUMMARY
TCC drugstore was one of the top five biggest drugstores in HCMC where
professional and reasonable are encouraged. Its frequent clients are from low to
middle income, and its brand is well-known for reliable and quality medicine and
services at a reasonable price. Currently, the appearance of many fierce
competitors with lots of drugstores, their drugstores are not only big but also
diversified, TCC recedes into the background, it is a medium drugstore, TCC’s
turnover is decreasing from 2004-2006 (from 712,810 USD in 2004 to 620,430

USD in 2006).
In view of the above, TCC tries to look into the feasibility of establishing a chain
of many drugstores in HCMC, with an effective marketing strategy to cope
successfully with competitive forces and generate superior.
TCC itself-question and answer these questions:
̇ Why TCC’s turnover is decreasing in recent years?
̇ What have competitors done to attract customers?
̇ How should TCC do to recover and maintain its business?
̇ Which marketing strategy should be applied for overcoming its current
situation?
TCC has been building the competitive advantage strategy by making centralizing
purchasing activities and differentiation in customer services. For creating quality
price and services.
MARKETING OBJECTIVES
TCC enjoys current gross sales of 620,430 USD in 2006. Its goal is to increase
gross sales by 25% in the first two years and incrementally in subsequent years.
PRODUCTS AND SERVICES
TCC focuses on customers services for improving its products, it pays more
attention to customers to satisfy their desires. TCC thorough understands clients’
expectations. The clients can receive the add value in their order (before-present-
After transactions).Home delivery is a differentiation in customers services, the
advices is more important in customers services. Really, TCC’s target is low and
middle income people. Really, the clients can see TCC’s pharmacists or doctors
any times for keeping the prescriptions or the advices. Opening drugstore (24/24)
is a differentiation of TCC to diversify its services and to better the relationship
with clients.
RESOURCES NEEDED
TCC is seeking a capital infusion of 112,000 USD in order to build and implement
a marketing strategy to enhancement and develop its business.
The professional staff (both pharmaceutical and business) is an important factor.

MARKETING MATRIX COMPONENTS
TCC has the competitive advantage of beginning this project. It will be better in
relation to current clients and to attract new clients. TCC’s marketing program will
improve its relationship with customers and to expand its market share.
PROJECTED OUTCOMES
TCC expect to increase its turnover by 737,200 USD in the first year (2008). In
the second year and beyond, we expect to increase turnover by between 25-28
percent per year. The payback schedule for the 112,800 USD is in the end of first
year (2008).
(Please see the appendix)

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INTRODUCTION OF THE FINAL PROJECT
I. PURPOSE OF STUDY
It is with great opportunities for Vietnam after becoming a 150
th
member of
The World Trade Organization. The country is now to pursue a market-oriented
economy and receiving more and more foreign direct investment from the
foreign investors, especially in the big cities such as Hanoi and Hochiminh City.
Ho Chi Minh city (HCMC) is the big city in Vietnam, has obtained tremendous
achievements since then, thanks to its great potential. There are lot of foreign
investors coming to HCMC to do business therefore it brings to the city a lot of
business opportunities as well as challenges.
The author is a pharmacist with more than ten years experienced services as a
pharmaceutical retails dealer in HCMC. Thanh Cong Limited company (TCC)
is the author’s own company, founded in 1997. It is remarkable to say that TCC
has been successful in the pharmaceutical business, resulted by the annual
increase of 15% in term of turn-over every year. In recent years, the TCC’s
turnover has significant decrease because of the fierce competition from its two

main competitors: They are My Chau drugstores & Minh Chau drugstores.
It is necessary to have a marketing plan focus on creating the competitive
advantage through centralizing purchasing activities and differentiation in
customer services which are the two key factors for TCC to become one of the
leaders in pharmaceutical retailing in HCMC.
II. SCOPE OF STUDY

The author would like to prepare a marketing plan for TCC to set up a chain of
drugstores in HCMC, the first model of this drugstore will be applied on 6/2008.
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III. METHODOLOGY AND SOURCES OF INFORMATION
̇ Internal data: The author uses some methods as observation and market
research to collect necessary data in order to understand customers’ needs and
expectations. Desk studying is based on the information about pharmaceutical
retails system from the reports, plans and forecasts of TCC, to analyze the
background, history and trend of HCMC pharmaceutical retailing industry,
especially the competition and characteristics of target segment.
̇ External data: The observation and market research were done by meeting
and interviewing 215
1
customers, some companies and drugstores who have
been involved in the pharmaceutical retails in HCMC for at least three years.
̇ Target audience: The observation and questionnaires used to customers in
order to understand their needs, desires and their perception about performance
of TCC in comparison with main competitors in this segment.
IV. CONTENT OF CHAPTER
Chapter I : Introduction of the competitive advantage in theory which is the
basic foundation to make a marketing strategy for TCC.
Chapter II: Introduction of the current situation of HCMC pharmaceutical
retails business; TCC’s business performance; SWOT analysis and Strategy to

overcome the stated problems in order to success in the market.

Chapter III: Introduction of the competitive advantage in practice which is
including the implementation plan to set up TCC based on the strategy of
centralizing purchasing activities and differentiation in customer services.


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Internal data

CHAPTER I

THEORY ABOUT COMPETITIVE ADVANTAGE.

1.1 COMPETITIVE ADVANTAGE TYPE 1: COST LEADERSHIP.
1.2 COMPETITIVE ADVANTAGE TYPE 2: DIFFERENTIATION.
1.3 COMPETITIVE ADVANTAGE TYPE 3: FOCUS.









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CHAPTER I

THEORY ABOUT COMPETITIVE ADVANTAGES

According to the Competitive Advantage model of Porter, a competitive
strategy takes offensive or defensive action to create a defendable position in
an industry, in order to cope successfully with competitive forces and generate
a superior. According to Michael Porter, the basis of above-average
performance within an industry is sustainable competitive advantage.
Two basic of competitive advantage:
• Cost Leadership (Low cost)
• Differentiation
Both can be more broadly approached or narrow, which results in the third
viable competitive strategy:
1.1 COMPETITIVE ADVANTAGE TYPE 1: COST LEADERSHIP
• Achieving Cost Leadership means that a firm sets out to become the low cost
producer in its industry.
• Achieving a Cost leader must achieve parity or at least proximity in the
bases of differentiation, even though it relies on cost leadership for its
competitive advantage.
• If more than one company try to achieve Cost Leadership, this is
usually disastrous
• Often achieved by economies of scale.
1.2 COMPETITIVE ADVANTAGE TYPE 2: DIFFERENTIATION
• Achieving of Differentiation means that a firm seeks to be unique in its
industry along some dimensions that are widely appreciated by buyers.

4
• A differentiator can not ignore its cost position. In all areas that do not affect
its differentiation it should try to decrease cost; in the differentiation area the
costs should at least be lower than the price premium it receives from the
buyers.
• Areas of differentiation can be: product, marketing, service, image
1.3 COMPETITIVE ADVANTAGE TYPE 3: FOCUS

• Achieving Focus means that a firm sets out to be best in a segment or group
of segments.
• Two variants: Cost Focus and Differentiation Focus.
Three generic competitive strategies


Figure1.1
: THREE GENERIC COMPETITIVE STRATEGIES

Competitive Advantage
Low Cost Differentiation

Broad Target

Narrow Target


Sources
: Michael E. Porter, Competitive Advantage
Sustaining Superior Performance, p.12


¬ THE BENEFIT OF COMPETITIVE ADVANTAGE

Competitive advantage provides a business with the ability to create a self-
sustaining position. Look at the dynamics of the situation in above exhibit
figure.

1. Cost leadership
3A. Cost focus

2. Differentiation
3B.Differentiation
focus
1. Cost leadership
3A. Cost focus
2. Differentiation
3B.Differentiation
focus
Competiti ve Advantage

5
The cycle starts with the attainment of competitive advantage-the ability to
deliver superior value to customers. The competitive advantage may be due to
initiating factors such as competitive failure, or luck, or they may stem more
directly from the superior skills or resources of the business. The interesting
result is what happens once the film has gained competitive advantage.

Figure 1.2
. THE SELF-SUSTAINING NATURE OF COMPETITIVE ADVANTAGE

Initiating Internal Strategic Marketplace
Factors Factors Factors Outcomes







With the ability to deliver superior value to customers, the business will obtain

several outcomes as below:
Firstly, it will have more satisfy customers than competitors, making customers
less vulnerable to competitors’ offers.
Secondly, the business will gain market share advantage will translate into
larger and better profits, which can be fed back into providing the business with
the resources needed to sustain its position: the funding of R&D for improve
products, and acquiring and improving the human and organizational skills
necessary to produce superior value.
In effect, the competitively advantaged business becomes and has all of the
advantages of an entrenched competitor. It owns the market and earns the
resources that allow it to maintain that position.
Luck
Competitive Failure
Superior Skills
Superior Resources
Competitive
Advantage
Superior Profit
Performance

CHAPTER II

MARKETING ENVIRONMENT ANALYSIS AND
THANH CONG PERFORMANCE.
2.1 HO CHI MINH CITY PHARMACEUTICAL RETAILS SITUATION.
2.2 MARKETING ENVIRONMENT ANALYSIS.
2.3 SUMMARY OF THANH CONG PERFORMANCE.

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CHAPTER II

MARKETING ENVIRONMENT ANALYSIS & TCC ’S PERFORMANCE

In this chapter the author depict HCMC market, to analyze the competitors,
environment, customers and SWOT and performance that is basic for designing a
marketing strategy appropriately.
2.1. HCMC PHARMACEUTICAL RETAILS SITUATION

HCMC has made great efforts to improve administration reform and create
more favorable conditions for investors to do business. Until now HCMC has
had 891 pharmaceutical companies with over 4,200 drugstores spreading all
over 24 districts. The average of the budgets for medicine per year in HCMC is
highest: USD 17-18
2
is comparing with:
• Flat area: 2-4 USD/ person/ year Hanoi city: 8-10 USD/ person/ year
This is a potential, dynamic, attractive, huge pharmaceutical market but be very
competitive.
2.2 MARKETING ENVIRONMENT ANALYSIS
2.2.1. MARKET ANALYSIS
• Market trend: Medicine is specific goods, the needs about medicine for
treating sickness is an ultimate and essential desire, as we know illness is no
respecter of person. At the present, according to myself-research, most of
Vietnamese patients often visit the drugstores when their health were the
problems
3
and to estimate 80% budgets
4

by themselves, even the people who


2

3
Private research
4
Mai Phng (18/05/2007),

7
has health insurance according to my research over 60% of them have no using
their medical insurance.

• Market growth: from the analysis of market trend, it is considered that the
market will be grown by it volume. The growth rate is expected as 15%-20%
5
.
2.2.2. ENVIRONMENT ANALYSIS
• MACRO ENVIRONMENT ANALYSIS
Ü POLITICAL FACTORS: Stable Policies with clear and unshakeable
development plan for the HCMC by the government in order to striving to
increase its economic growth by 12.2-12.5%
6
.
Ü
ECONOMIC FACTORS: Vietnam economy is growing well, GDP of HCMC
three times than one of average of the country and leader.
The GDP calculating Parity Purchasing Power method (PPP), attained 56 USD
7

billion, approximately 3.5 times higher than the country's average.
Figure 2.1
. HCMC’s PHARMACEUTICAL BUDGET AND TCC’s TURNOVER







Ü
SOCIAL FACTORS: The population of HCMC is about 8 billion inhabitants.
HCMC has attracted more and more immigrants from other Vietnamese
provinces in recent years; therefore, its population is growing rapidly.
• MICRO ENVIRONMENT ANALYSIS


5

6

7

0.00
0.10
0.20
0.30
0.40
0.50

0.60
0.70
0.80
2001 2002 2003 2004 2005 2006
USD Million
0
2
4
6
8
10
12
14
16
TCC's Turnover
HCMC Medical's
Budget

8
Ü SUPPLIER POWER
HCMC has 891 Pharmaceutical Ltd Companies
8
, most of medicine has been
distributing by some main firms so medicine’ price is unreasonable.
Ü BUYER POWER
Now, townsfolk’s knowledge of medical is increasing so they pay more
attention to their health, with approximately 4,200 drugstores
9
in HCMC, the
competition is more and more fierce, the more competitive the market the more

prissy it is.

Ü THREAT OF SUBSTITUTES
Some people would like to change their attitude for using traditional medicine,
due to their safeness, although these medicine are difficult to control the
quality.

Ü RIVALRY
There are many chain of drugstores in HCMC, the investors invest lots of
money to their projects, so more and more rivalries in HCMC pharmaceutical
market.

Ü THREAT OF POTENTIAL RIVALS
Now, Vietnam relates to lots of countries on the world, more and more foreign
pharmaceutical companies are eager to invest in HCMC, HCMC
pharmaceutical market will be more rivalry.
2.2.3. SWOT ANALYSIS (See the table TCC’s SWOT analysis)
In order to propose a marketing strategy for TCC at primary segment, the
Author used Fred. R. David model to analyses the S.W.O.T to select the best
strategy for TCC. It will be illustrated in next chapter.


8

9
Le Nguyen (11/05/2007), http://www. tienphongonline.com.vn

TCC’s SWOT ANALYSIS
S.W.O.T
STRENGTHS

Ü Understanding about HCMC market
Ü Good relationship with key customers,
producers, distributors and suppliers
Ü Professional services

WEAKNESSES
Ü Limited Capital
Ü Limited cost budget for marketing activity
Ü Lack of the feasible marketing strategy
Ü Unstable staff
OPPORTUNITIES
Ü HCMC market is huge, attractive and
potential market
Ü TCC leads the GPP drugstores
Ü Patients are more and more paid attention
to professional
S.O STRATEGIES
Ü Develop the market share by set up a chain
drugstores of TCC
Ü Add value to products to be attractive client
Ü Enhancement to staff training
Ü Reinforcing relationship with suppliers
W.O STRATEGIES
Ü Establishing joints-Stock Company to
increase capital to cover HCMC market
Ü Building a comprehensive marketing plan

Ü Enhancement to staff training about
marketing skills and professional
9
THREATS
Ü Appearance local and foreign competitors
Ü Medicare is a foreign brand
Ü Turnover is more and more lower
Ü Foreign terms are attractive to staff
S.T STRATEGIES
Ü Strength relationship with customer, supplier
for collecting information to avoid threats.
Ü Closely work with authorities
Ü Improving marketing skills in client services
W.T STRATEGIES
Ü Merging some companies to enhancement the
power and reduction the competition
Ü To behave kindly towards staff
Ü Training to staff about marketing skills

DIFFERENTIATING TCC’s FROM COMPETITORS


TCC drugstores Competitors
VIEWPOINT
+ Most important purpose is Economic
+ Other purpose is bringing to clients the satisfactions:
Professional, sympathetic and good price
+ “Little eaten by big ”
+ TCC slogan is “Understanding thorough your desires”
+ Economic Purpose

MISSION
- Generating profit.
- TCC leads into leader in pharmaceutical retailing industry
+ Generating profit
OBJECTIVES
+ Maintaining and developing a chain TCC– “understanding
thorough your desires”
+ Achieving high net profit after tax
+ Target to serve middle and low income segment
+ Set up average 2 new drugstores per year.
+ Building a chain of GPP drugstores
+ Medicare targets to serve high income
segment.
+ My Chau drugstores , Minh Chau
drugstores and A Chau drugstores
target to serve high and middle income
people segments.

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STRATEGIES
- Improving customer’s services.
- Maximizing Creating marketing and promotion support.
- Expanding TCC network to penetrate potential market.
- Established distribution for centralized purchasing activities.

SEGMENTATION

+ Hypersegmentation to define niche and customization + Segmentation or not
TARGETING
- Target the segment- Buying medicine according to pharmacist’s
advices
- People are in middle and low income .
- Target the segment- Buying medicine
according the prescription.
- High or middle income people
POSITIONING
+ With regard: a target segment
To competitors
+ TCC positioning are product and price
+ Clear and different proposal
( MVP: Marketing Value Proposal)
+ Not clear and difference

PRODUCTS

- Complex set of satisfactions in the clients’ eyes
- Quality: Satisfy all quality criteria: visa number, import stamp,
original invoice.
- Total Product (Medicine): generic, expected, augmented and
potential products.
- the advices are the important part in the total product

- TCC value is greater than competitors
- For reducing price some competitors are
selling: counterfeit, medicine without
licenses, import stamp…
- Lack equipment for preserving medicine
11
PRICE

+ Reasonable Price.
+ Having pay attention to four key factors
- Target’s to people who are sensitivity to price
- Profitability
- Positioning
- Competition:
+ High price
+ Be unreasonable price
PACKAGING
- Meticulously, not only careful covering but also sufficient for
information for using medicine.
- Have not recognized to the importance
of packaging
MVP

PROMOTION
+ Direct marketing, promotion (Below the line).
+ Giving to clients some gifts to correspond with events, age,
occupation…

+ Have no or not according to their
business

PUBLICITY
- Using every form in TCC’s drugstores to advertise to save budget
and easier for protecting and changing.
- Using USP (Unique Selling Proposition)
+ Awareness. + Behaviorist
+ Information. + Rational.
+ Persuasion. + Psychosocial
+ Suggestion.
- Having some programs on Television screen in the drugstores for :
* Introducing new medicine every week
* Medical Developments.
* Current Price List on the panel Board

- Some of them lack of experience and
knowledge in this sector

12

PLACEMENT

+ Appropriate to location of drugstores according to market’s needs
and its developing.
+ Assortment is corresponding:
- Easier for seeing.
- Easier for taking
- Easier for controlling.

+Be lacking experience in choosing the
locus
+ Is not sensible of assortment

PERSONNEL
+ A most important part of TCC
+ Recruitment: Careful of recruitment staff, all of them have to
overcome the first examination including written, draw, and
interviewing examination
+ Treated: - Well treated ( High income )
- Consider staff as my siblings.
+ Training: Week tests and training every week giving staff
knowledge, experience and to know how to be human behavior
+ Pay more attention to be professional
but lack for be moral
+ Have not enough initiative in their work
+ Have no the test every week for training
staff or not regular
DELIVERY
- A Destination, TCC - Diversity which satisfying all clients needs.
- Home Delivery: Company, Drugstores, School, Firms, Private
house (Value is over USD 20 ) within 12 hours in the urban of
HCMC
- Have not home delivery


13
SERVICES

+ Free consultant by pharmacists and doctors
+ Detailed invoice for every customers
+ Has computerized clients information, medical record
+ E-commerce is both online and offline
+ Measuring weight, press blood
+ Security: Security guards are protecting customers’ motorbikes
and assets
+ Having mineral water for taking medicine
+ Sending medical developments to clients by email
+ Using foreign languages for treatment to foreigners
- Have not professional in customers
services

LOGISTICS
- Having specialized vehicle for delivery goods - Have not



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2.2.4. COMPETITORS ANALYSIS (See table Differentiating TCC from competitors)
The TCC’s can be divided into groups: foreign, local and potential competitors.

• FOREIGN COMPETITORS :
Ü Medicare is an international brand, it is present at some countries in
the world, Medicare plan has 8 branches, it satisfies all needs about health care
such as medical examination, medicine, medical equipments, milk, cosmetic,
baby goods.
• LOCAL COMPETITORS

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:
Ü My Chau drugstores is the largest medicine chain in HCMC, its has
been setting up very early over past 30 years, It has 4 drugstores spreading some
urban districts, My Chau drugstores’ market share and turnover are very large,
It’s current leader, It satisfies most of clients needs, Brand and diversity in
products are main advantages of My Chau drugstores .

Ü Minh Chau drugstores is quite large chain, with 4 drugstores in
HCMC, main actions is selling medicine according to doctors’ prescriptions, its
advantages is big market share and diversified goods.
Ü A Chau drugstores is a new chain, established in 2005 with 2
drugstores, it’s market share and turnover are medium, its material facilities is
beautiful and attractive

2.2.4. CUSTOMER ANALYSIS

Information is the raw material of decision-making. Effective marketing
decisions are based on sound information; the decisions themselves can be no


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