Popova Irina, PhD, Associate Professor of Organization and Economics of Pharmacy Department, National University of Pharmacy, Kharkiv, Ukraine

ORCID ID: 0000-0003-2962-9040
e-mail: ira_popova_dik@ukr.net

Kurylenko Yuliia, PhD, assistant of Organization and Economics of Pharmacy Department, National University of Pharmacy, Kharkiv, Ukraine

ORCID ID: 0000-0002-5360-3185
e-mail: economica@ukr.net

Podgaina Maryna, PhD, Associate Professor of Organization and Economics of Pharmacy Department, National University of Pharmacy, Kharkiv, Ukraine

ORCID ID: 0000-0002-2088-0469
e-mail: sm211@ukr.net

Podkolzina Mariia, PhD, Associate Professor of Organization and Economics of Pharmacy Department, National University of Pharmacy, Kharkiv, Ukraine

ORCID ID: 0000-0002-2055-6642
e-mail: marysea2006@ukr.net

Assessment of the Competitive Advantages of Pharmacy Chains in Ukraine

Abstract. Introduction. The article examines the competitive advantages of pharmacy chains. In modern conditions, the ability of pharmacy chains to compete with each other becomes especially important. Every day the number of pharmacies in each city and in the country as a whole is growing, which leads to increased competition in the Ukrainian market of pharmaceutical services and encourages pharmacies to pay more attention to their competitiveness..

Purpose. The purpose of the study is to assess the competitive advantages of pharmacy chains in Ukraine..

Results. The main trends in the development of the pharmaceutical market of pharmacy chains in Ukraine, and in particular the city of Kharkov, have been studied. The analysis of pharmacy chains in Ukraine was carried out in terms of the number of pharmacy outlets and market share. The authors calculated an integral indicator of the competitiveness of pharmacy chains. For objectivity, a factor was included in the assessment – such as communications in pharmacy chains. It has been proven that the quality of service in all pharmacy chains is high, this was especially pronounced in pharmacies with a good location and the use of robotics in pharmacies, which increases the volume of customer service and positively affects the level of competitiveness of the pharmacy chain. The leader in the number of pharmacies for the reporting period is “Pharmacy-Magnolia”, which includes the networks of ANC,”Blagodia”, “Kopeyka”. The top 5 also includes Gamma-55 (Pharmacy 911), Sirius-95 (We wish you health), Plantain and Pharmastor (Good Day Pharmacy). Also, a measure is given, for an integral indicator of competitiveness, which is an overridden leader with a coefficient of 9.6, loans are taken first place for a quick service to customers, which is conditioned by the robotization of some pharmacies of this measure. It should also be noted that over the last year the Plantain network has increased its market share by 2.9%, Sirius-95 – by 2.4%, which may indicate a rapid level of competition in this market segment.

Conclusions. Summing up the study, it was found that it is proved that the quality of service in all pharmacy networks that were studied is high, this is due to the use of social networks such as Facebook, YouTube, and others.

Keywords: pharmacy networks; competitive advantages; communication channels; integrated indicator; competitiveness.

References:

1. Hromovyk, B. P., Hasiuk, H. D. & Levyts’ka, O. R. (2008). Menedzhment i marketynh u farmatsii. Kyiv: Medytsyna [in Ukrainian].
2. Yevtushenko O. M., Slobodianiuk M. M. & Sambors’kyj O. S. (2017). Organization of pharmaceutical care in Ukraine: the realities of pharmaceutical production of medicines. Farmatsevtychnyj chasopys, 4 (44), 87–98 [in Ukrainian].
3. Nemchenko, A. S., Nazarkina, V. M. & Panfilova, H. L. (2015). Orhanizatsiia ta ekonomika farmatsii. Kharkiv: Zoloti storinky [in Ukrainian].
4. Posylkina, O. V. & Kozyrieva, O. V. (2018). Konkurentospromozhnist’. Kharkiv: NFaU [in Ukrainian].
5. Pharmacy chains of Ukraine (2022). Official web-site. Retrieved from https://mypharmacy.com.ua/chain/ [in Ukr.]
6. Med-Service Pharmacy (2022). Official web-site. Retrieved from http://med-service.com.ua/ [in Ukr.]
7. Podozhnik Pharmacy (2022). Official web-site. Retrieved from https://podorozhnyk.com/ [in Ukr.]
8. 911 Pharmacy (2022). Official web-site. Retrieved from https://apteka911.com.ua/ [in Ukr.]
9. Pharmacy «We wish you health» (2022). Official web-site. Retrieved from https://apteka.net.ua/ua/prokompaniyu [in Ukr.]
10. Pharmacy low prices (2022). Official web-site. Retrieved from https://anc.ua [in Ukr.]