Plano de marketing aplicado à farmácia comunitária

: o caso da farmácia Gaia jardim

Abstract

Community pharmacies have been suffering major changes, which lead to an increased use of marketing techniques in order to overcome obstacles and reach their ambitious goals. Marketing principles are identically applied to this sector, since the pharmaceutical managers have to understand the needs of clients to create, deliver, and communicate value to them (Desselle e Zgarrick, 2009). The main goal of this research is to formulate a marketing plan based on existing literature, in the context of the sector and the pharmacy analysed. The theoretical foundations of the thesis clarify the marketing topics that are most suitable for this study, and also the strategies that can be implemented, as well as the proper structure and content that a marketing plan should contain. The methodology used is the case study of Gaia Jardim pharmacy, including the application of a questionnaire to its customers. The result is the formulation of a marketing plan, which places great emphasis on Gaia Jardim’s consumers, with a well-defined target audience and strategies.

Date of Award	21 Jul 2016
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Maria Silva (Supervisor)