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En marknadsundersökning för ett apotek
KTH, School of Industrial Engineering and Management (ITM), Industrial Economics and Management (Dept.).
2011 (Swedish)Independent thesis Basic level (university diploma), 20 credits / 30 HE creditsStudent thesisAlternative title
Market survey for a (newly established) pharmacy (English)
Abstract [sv]

Sedan apoteksmarknaden avreglerades har många nya aktörer etablerats, både stora apotekskedjor och privatägda apotek. Alla slåss de om samma marknad, den marknad som Apoteket AB hade innan avregleringen. P/S Apotek är ett nyöppnat apotek på Sankt Eriksplan och deras uppdrag var att ta reda på vad kunderna efterfrågade hos ett apotek. P/S Apotek hade tänkt erbjuda två unika tjänster som inte finns på andra apotek, hälsokväll och specialistrådgivning.

Syftet med denna uppsats är därmed:

Att undersöka vad ett nyöppnat apotek skall erbjuda för produkter, service och tjänster samt vilka kunder de skall satsa på för att erhålla marknadsandelar.  

Fyra olika metoder har använts för att kunna nå fram till målet med examensarbetet:

benchmarking, dold observation, kvalitativa intervjuer och enkätmetodik.

Resultatet av undersökningarna blev att de potentiella kunderna ville ha längre öppettider på vardagskvällar. Det viktigaste kriteriet som de potentiella kunderna värdesatte hos ett apotek var sortimentet. Produkter som de gärna vill ha på apoteket är bl.a. hudvårdsprodukter, självtester, träningsrelaterade produkter och hjälpmedel för äldre och handikappade. Bland de kvinnliga tillfrågade var hälsokvällen relativt populär. Tjänsten specialistrådgivning fick positiv respons hos 3 av de 5 segment.

För att bestämma vilka kunder P/S Apotek skall satsa på har segmentering genomförts. Det segment som P/S Apotek bör satsa på är segment 4 (kvinnor i åldern 41 - 65 år) med avseende på de tjänster de vill erbjuda, hälsokväll och specialistrådgivning.

 

Abstract [en]

After the marked deregulation, many new players have entered the Swedish pharmacy business. Both major pharmacy companies and small privately owned companies have entered the new market. Before the deregulation this entire market was owned by Apoteket AB, which had a monopoly on the market. This report is about a newly opened pharmacy, P/S Apotek. P/S Apotek needed to know what the customers demanded and if there was an interest in some of the unique services that they wanted to offer.

The purpose of this report was thus:

to investigate what a newly opened pharmacy should offer product-wise and service-wise and what customers they should focus on in order to gain market shares.

Four different methods have been used within the report: Benchmarking, non-participant observation, qualitative interview method and questionnaire survey.

The result of the surveys was that the customers wanted longer opening times on weekday nights. The most important criteria that the customers valued, for a pharmacy, was the selection. Products that the customers wanted in a pharmacy included skincare products, self-tests, athletics supplements and aid for elderly and impaired. Among the women that were surveyed the "healthcare night" was popular. The service specialist advice was popular among most of the customers.

In order to determine what customers P/S Apotek should focus on a segmentation was conducted. This resulted in that segment 4 (women aged 41-65) seemed to be the most interested in the services P/S Apotek wants to offer, "healthcare night" and specialist advice. Thus, if P/S Apotek is going to offer these services, segment 4 should be the target group.

Place, publisher, year, edition, pages
2011.
Series
Examensarbete INDEK, 2011:18
Keyword [en]
Market survey, customer demand, retail pharmacy
Keyword [sv]
Marknadsundersökning, apotek, kundbehov
National Category
Production Engineering, Human Work Science and Ergonomics
Identifiers
URN: urn:nbn:se:kth:diva-33662OAI: oai:DiVA.org:kth-33662DiVA: diva2:416949
Uppsok
Technology
Examiners
Available from: 2011-05-13 Created: 2011-05-13 Last updated: 2011-05-13Bibliographically approved

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