PLAN DE NEGOCIOS I

“YEAR OF GOOD SERVICE TO THE CITIZEN”

FACULTY OF ACCOUNTING, FINANCIAL AND ADMINISTRATIVE

SCIENCES

PROFESSIONAL SCHOOL OF ADMINISTRATION

BUSINESS PLAN I

“BUSINESS PLAN IN THE PHARMACY ITEM”

TEACHER:

 JOSE ORESTE VITE IBARRA

MEMBERS:

 MELGAREJO ROJAS MIRTHA MARGOT

 ROGER DENNYS MAZA SALAZAR
 FELIPE WILLIAM MUÑOZ SALAS
 ROSA MORALES VERA
 CARLOS ENRIQUE BELTRAN ALDEA
 NORA GULDA UGAZ PONCE
 ANA CLADIA APARCANA LOAYZA

ULADECH – LIMA

2017

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1. FRONT PAGE

INDIE PHARMACY

JIRON MAY 1 N° 315 INDEPENDENCIA, PRESIDENCY HEIGHT, KM. 4.5

TUPAC AMARU AVENUE DISTRICT, LIMA.

Telephone No. 996394457

NAME OF OWNER(S)

 MELGAREJO ROJAS MIRTHA MARGOT

 ROGER DENNYS MAZA SALAZAR

 FELIPE WILLIAM MUÑOZ SALAS

 ROSA MORALES VERA

 CARLOS ENRIQUE BELTRAN ALDEA

 NORA GULDA UGAZ PONCE

 ANA CLADIA APARCANA LOAYZA

November 6, 2017

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2. TABLE OF CONTENTS

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3. BUSINESS DESCRIPTION

The present business that the group intends to develop is in the Pharmacy

category. The pharmacy is an establishment where a pharmacist performs a community

function or provides health services to a patient, offering timely advice and dispensing

OTC medications resulting from this advice or by prescription from the doctor and other

products such as cosmetic products, special foods, personal hygiene products. ,

orthopedics, etc.; Aiming to carry out pharmaceutical care for the patient aimed at

assisting them in their pharmacological treatment, so that they obtain the best

therapeutic result in the optimal time and at the lowest cost.

The questions that your description should answer are:

 In which market, in general, is your business included?

In the pharmacy and bazaar market in general.

 What is the product and/or service in your business?

As a product Medications, and as a service provide professional and personal

pharmaceutical care to the patient.

 What is the quality image that the business is going to have?

Low prices, product quality, quality of service.

 In what price range will you compete?

The price range that the pharmacy establishment will compete in is

approximately s/1.00 to 60.00

 What is the sales volume you expect?

A sales volume of s/.13,000 is expected with objectives of reaching s/.15,000 in

the coming months.

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 Which customer needs does your business satisfy?

The needs that our pharmacy business will satisfy is the health of the population,

offering a pharmaceutical care service and medication information, promoting

compliance with pharmacological therapy. In addition, taking care of the

economy of our clients by minimizing the costs of treating diseases.

 What makes your business different from the competition?

Capturing customer attention and achieving customer loyalty is a fundamental

part of overcoming competition. Quality of service providing our customers with

excellent service (warm, professional, fast and efficient) Qualities that enhance

the presence of our pharmaceutical establishment; also have the availability of

products and be able to meet all the patient's needs and comply with their

pharmacological treatment, competitive price, infrastructure and modern

technology.

4. MARKET PLAN

A. Industry Description and Outlook

1) Describe your primary industry.

The pharmaceutical products market in Peru has a turnover of around

US$1.4 billion annually and over the next few years it would continue to

grow at rates above the country's growth, the Lima Chamber of

Commerce (CCL) reported this Thursday.

The private pharmaceutical market (that which operates in clinics,

pharmacies and pharmacies) invoices around US$1,000 million a year,

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while in the case of the Public Sector this figure is between US$400

million and US$450 million annually.

While the billing of this market will continue to show an upward trend in

the coming years, in the case of unit sales, the figures are even more

prosperous due to the greater share that generic products gain in this

market. "We have a large number of very good quality national

laboratories that not only supply the Public Sector but also the private

sector, through branded products." National laboratories have a greater

participation (66%) compared to foreign laboratories (33%). , on the unit

sale of generic products, while in the case of value sales, the situation is

reversed in the same proportion.

At a global level, the United States and Europe are the main supply

centers for pharmaceutical products due to the very high investment in

research and development of new molecules carried out in these

economic blocks.

2) Describe the size of the industry.

At the moment:

 What is the total expected marketing volume?

Discovering the share that your business has in the market will help you

evaluate the size of your company, which can serve as a basis for

developing growth strategies and discovering where you want to go.

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This type of information can be important if you intend, for example, to

make a large investment to gain market share. This action will bring better

results if you know exactly how much room you have for growth.

Market studies provide an appropriate vision to better understand the

competition that exists in your area of operation and find strategic

solutions with a high degree of precision.

After knowing the size of your company and that of your competitors, it is

time to increase your market share. There are many ways to do this and

companies generally use a combination of several. Sometimes just

increasing advertising or adjusting prices can have huge effects.

 What is the growth potential in five years?

In the short term, strengthen the pharmacy in the target population and in

such a way that we obtain short-term results and be able to recover the

capital invested. With the expectation of obtaining 1 new pharmacy

establishment within 5 years.

 In ten years?

In the next 10 years, it is estimated that 2 new Botica stores will open in

different districts of Lima – Peru.

3) Describe the characteristics and trends of your industry .

At the moment:

 What benefits sought by your market will be satisfied by your

product/service?

Health benefit by carrying out pharmaceutical care for the patient aimed

at assisting them in their pharmacological treatment, so that they obtain

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the best therapeutic result in the optimal time with the lowest cost and,

above all, have good quality of the product.

 Where in the life cycle of your industry?

Our drug marketing industry has a current “growing” life cycle.

 Possible Future. It is estimated that our pharmacy company will

continue implementing, innovating and providing quality service, in this

way our company reaches and maintains a “mature” commercial status.

4) Client characteristics.

Consumers: It is important to develop a clear mental portrait of your ideal

customer.

Describe your potential clients using the following factors:

 Age: we have clients of all ages

 Gender: In general

 Socioeconomic or income level: In general

 Education level: General

 Geographic location: Jrn 1 de mayo n° 315 independence, Lima.

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 Occupancy area:

 Use of free time: Waiting chairs, wifi, TV screen

 Shopping habits: This does not apply to the pharmacy, but it should

nevertheless be considered that customers buy according to their needs.

 Objectives and aspirations: Our objective is to attend to all the patient's

pharmaceutical needs with personalized attention, assisting them in their

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pharmacological treatment, so that they obtain the best therapeutic result in the

optimal time and at the lowest cost. Meanwhile, we have aspirations to achieve

broad coverage of our target markets, contributing to universal access to quality

pharmaceutical products and services, which allows our Community to achieve

health and well-being.

B. Competence.

Your competency description should answer the following questions:

 Who are your biggest competitors?

Our biggest competitors are “Botica el Ángel” and Hogar & Salud

pharmacies.

 Why are they successful?

They are successful because they have been positioned in the market for

more than 8 years, therefore they have loyal customers, their own

premises

 How can they be replaced or substituted with your sales?

Our competitors can be replaced mainly due to their poor customer

service, high prices and low quality products. As a new company,

identifying your competitors' weaknesses with the aim of attracting new

customers, satisfying their demands and making them buy from you

again and again, seems like a life or death challenge where many times it

is not the strongest competitor that survives, but the strongest. fast.

 What is the characteristic that makes you different from your

competitors?

- Quality of service

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- Product Availability

- Product quality

- Affordable costs

 Why will customers stop buying a competitor's product to buy yours?

For having quality service and low cost, for providing our clients with a

complete variety of top quality Pharmaceutical, perfumery and toiletry

products, at the best prices.

 What share of the market do you hope to achieve and why?

We hope to position ourselves in the pharmacological industry in

different parts of Lima, because we intend to offer high quality products

and personalized professional care that satisfactorily contributes to the

health of the general population.

C. Business location

Our pharmacy business is located at Jirón 1 de Mayo No. 315 Independencia,

police station height, km. 4.5 Tupac Amaru Avenue district, Lima.

 What strategic advantages does this location have?

This location has great advantages because it is located in front of a

market, school, recreational park, a Church; which are heavily traveled

by residents at different times.

 Is there opportunity for expansion?

Yes, because in remote places there are no pharmacies, this would be an

advantage to be able to expand our business.

 What are the neighboring businesses?

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Neighboring businesses in the area are a winery, a market, and fast food

stands.

 Are they complementary or harmful to your business?

They are complementary, because by going to neighboring businesses

we are more likely to have the customer come to buy our

pharmacological products, bazaars, among others.

 Are renovations needed in the premises or in costs?

Renovations are needed in the premises, color and adequate structure

and/or as established by Degemid.

 What is the classification of the area?

…………………..

 Is the neighborhood stable, changing (improving, deteriorating)? As?

The neighborhood is stable, sometimes it has been observed that new

neighbors have arrived at the place.

 What is customer access like? (Buses, etc.)

Customer access to the place is by bus, motorcycle and walking.

NOTE: In the annexes you must include a drawing of the building, a diagram of

the immediate area including access roads and neighboring businesses, and a plan of the

business.

D. Price Determination

The description of the price structure of your product or service should answer the

following questions:

 How do you set prices for your products?

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Set prices based on purchase costs to which a profit margin is added. Prices are

set at an automatic 18% using the Lolfar pricing system.

 How is that price in relation to the competition?

The price in relation to the competition has a decrease of 0.2% with the

objective of attracting customers and retaining them for our pharmaceutical

establishment.

 Why are customers going to pay that price?

Customers will pay the price proposed by the pharmacy which offers its

products with a 0.2% discount (if the competition sells panadol for 1.80 we

would be selling them at 1.6o)

 What image is going to be projected with that price?

An image of low-cost, quality sales will be projected, above all, providing good,

friendly, quality service.

 What special benefits would customers receive at that price?

The advantage they will receive are good quality products at a low price and

adequate compliance with their pharmacological therapy indicated by the doctor.

E. Marketing Approach

The description of the marketing approach should answer the following questions:

 What are the results of the preliminary or marketing tests?

The use of social networks by the pharmaceutical industry is allowed up to

certain limits set by law. You can publicize new drugs on the market and those

that are already positioned on the market. As a result, people know the products

that are marketed and their therapeutic effectiveness and contraindications.

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 How does your product or service meet the needs and wants of your

customers?

Provide our clients with excellent service: warm, professional, fast and efficient,

promoting compliance with their medical treatment by providing all required

medications. Qualities that enhance the presence of our pharmaceutical

establishment in the market.

 How are you going to convey your clear and consistent image to potential

buyers?

Bring with warmth and optimism: health, well-being and savings to the entire

independence community. Offering a complete variety of pharmaceutical,

perfumery and toiletry products of excellent quality and at the best prices.

 What is the most appropriate medium and why?

 How will you evaluate the effectiveness of each ad or promotion?

 How can you use a team of salespeople, evaluate?

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