«Саратовский научно-медицинский журнал» » Архив номеров » Volume 8, issue 2 » Публикация

Аннотация In a new foreign market strategy of adaptation of the regional department of an international pharmaceutical company has its own peculiarities that arise from the specifics of the pharmaceutical market. In article the strategy to adapt to the new market has been discussed, as conceived plan for use of any of options available to the regional office. This range of options for adaptation will vary depending on the level of competition in different segments of the new market. In his article the author, based on the specifics of the pharmaceutical market, examines the impact of factors such as «competition» to choose a set of possibilities to adapt the regional office. The article is classified in the new market segments based on consumer awareness and choice in the way of treatment. In his article, the author discusses the different feature sets for adaptation the regional branch of pharmaceutical company in the new market. Conclusion: To achieve the desired level of adaptation to the new market under the current conditions (when the balance of power in favor of an informed buyer and seller competition), the regional office has to acquire and use every opportunity not only to meet but to exceed customer expectations