Individual drugstores leave from the market under pressure of network projects
For last four years the quantity of drugstores and chemist's items in the Europe has increased more than for 11 % and has reached on results 2006 24 thousand Leading part in development pharmaceutical retail play chemist's networks, specific which market weight constantly increases: now they supervise more than 40 % of the drugstores market in cost expression and about 55 % in quantitative. Under forecasts of branch experts, in two years drugstores relative density will increase up to 60-70 %.
The European drugstores market is rigidly adjustable from the state which regulates not only ассортиментную and the price policy of drugstores, but also quantitative and qualitative characteristics of a chemist's premise.
Legislatively established marginal level of margins does not allow individual drugstores to increase and without that the low profitability making no more of 5-7 % on the average on branch. Network drugstores appear in the best position as have the right to reception of discounts drugs at drugs distributors at purchase of the goods by greater parties. Besides suppliers are interested in selling drugstore production through the large chemist's networks, that described by a high level of popularity at consumers. In turn the discount received at drugs distributors, acts as the basic source of financing of programs of stimulation of demand which, finally, and defines popularity of a drugstore.
On a background of a rigid competition from network projects the number of individual drugstores gradually decreases. Shortly many of not network chemist's establishments are going to pass completely in more profitable segment par drugstores. However, in opinion of analysts of consulting company " Inventica ", the choice of the given strategy cannot guarantee success as in this case the drugstore should compete not only to other chemist's establishments, but also with perfumery networks, supermarkets and the markets.
With the purpose of revealing of the factors promoting development of individual drugstores, the complex analysis of chemist's business has been lead and business-plan of opening of the drugstore located in "sleeping" area of Europe is developed.
Financial modeling activity of a drugstore with a variation of parameters in a assortment section, price and advertising drugstores policy, methods of stimulation and promotion of production, and also a format and an operating mode of a drugstore has been carried out.
Carried out research allows to draw a conclusion, that, under condition of careful study and competent realization of the concept of business dealing (the thought over site, correct distribution medicinal and par drugstores preparations in assortment, the competent marketing and price policy and so forth), the drugstore can successfully compete to network projects.