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Medstops positionering: En fallstudie om ett nytt apoteks positionering utifrån konkurrenskraft
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2010 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The aim of this thesis is, from a business perspective, to examine how the pharmacy chain Medstop is working with their positioning in order to achieve competitiveness in the re-regulated pharmacy market. This is studied through a theoretical framework that demonstrates five forces that affects the competitiveness in an industry, the five-force model by Michael Porter.

The thesis is a qualitative case study where data collection was done through interviews, literature, articles, websites and internal information from Medstop. The data was then complied into the theoretical perspective the authors have chosen for this paper, the five-force model by Michael Porter. This model was chosen because it gives a broad description of the competition a company faces by describing five different forces that affect the competition within a branch. The fact was collected on the basis of the marketing strategy positioning, and the essay is written from a business perspective.

Our cunclusions are that the pharmacy chain Medstop are in their initial positioning and has chosen to position itself on the basis of their core values; credibility, safety and security. The company believes that their customers will base their choice of pharmacy based on the geographical location and the customer experience. Customer experience is based on service and customer relations. Medstop also wants to be perceived as available to the customers and want to target customers who value a small pharmacy with good advice.

Place, publisher, year, edition, pages
2010. , p. 35
Keywords [en]
Competitiveness, positioning, Porters five forces, the swedish pharmacy market, deregulation, Medstop
Keywords [sv]
Konkurrenskraft, positionering, Porters femkraftsmodell, den svenska apoteksmarknaden, avreglering, Medstop
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-127052OAI: oai:DiVA.org:uu-127052DiVA, id: diva2:328488
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2010-07-05 Created: 2010-07-05 Last updated: 2010-07-05Bibliographically approved

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CiteExportLink to record
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Citation style
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