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A survey of market-share growth strategies adopted by pharmaceutical companies in kenya for branded prescription medicines
| Content Provider | Semantic Scholar |
|---|---|
| Author | H. Kennedy O. |
| Copyright Year | 2007 |
| Abstract | Kenyan pharmaceutical marketplace has expanded and attracted many more entrants. This has caused increased competition and changed the industry structure somehow. The pharmaceutical firms must therefore pursue strategies that will guarantee them a desirable level o f growth in market share o f their brands. This study sought to find out the strategies employed by pharmaceutical companies to increase market share of their prescription-only branded medicines. This was a descriptive survey. According to the Kenya Medical Directory (2003). there are 143 registered pharmaceutical companies in Kenya existing either as marketing agencies, distributors or manufacturers. A sample size o f 45 companies was drawn for the study. Disproportionate stratified sampling method was used to ensure that even those strata that were smaller in size were still represented in the final sample. From each stratum, the sample elements were then randomly selected. Primary data was collected using a semi-structured questionnaire which was dropped and picked later from the respondent firms. The response rate was 69%. and was considered satisfactory since it was above the industry average (Ongubo, 2003). The data collected was analyzed using frequencies, percentages, crosstabulations, means and standard deviation. Selling existing products to existing customers, selling existing products to new customers, selling new products and services, selling more through new delivery approaches, selling to new geographies, establishing new industry structures and finding new competitive arenas were the growth strategies under study. From the research findings, it was found that pharmaceutical firms in Kenya pursued strategies for market share growth. Selling existing products to existing customers was the market share growth strategy that was pursued most by majority o f the firms, followed by selling of new products and services and selling existing products to new |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://erepository.uonbi.ac.ke/bitstream/handle/11295/12839/Ojung'a%20Kennedy%20A%20O_A%20Survey%20of%20Market-share%20Growth%20Strategies%20Adopted%20by%20Pharmaceutical%20Companies%20in%20Kenya%20for%20Branded%20Prescription%20Medicines.pdf?isAllowed=y&sequence=3 |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
