Marketing evaluation of global pharmaceutical product in Indonesia (a study on doctors' prescribing behavior in Jakarta and Surabaya)

Husada, Sonny and , Agustina (2006) Marketing evaluation of global pharmaceutical product in Indonesia (a study on doctors' prescribing behavior in Jakarta and Surabaya). Bachelor thesis, Petra Christian University.

Abstract

This research examines the crucial issues that cause the marketing failure of a pharmaceutical product in Indonesian market, which does not reflect its good reputation in global market for its therapeutic ares. This finding can be useful as a basis of remarketing program and strategy in the future. This study employs an exploratory research and this analysis is processed using statistical package for social science (SPSS) to achieve the result. The analytical methods used for this research are descriptive analysis, crosstabulations analysis, thurstone analysis, and correspondence analysis. The researchers will demonstrate an evaluation on some factors affecting the sales performances. The factors, such as: price, target market portion, brand awareness, and competitors will be evaluated compactly using those analytical methods. In this paper, the researchers propose that, in order to support the sales and attract more consumers, some changes in marketing program needs to be rethought from the ground up. The researchers identify four key factors that characterize the problems: (1) unaffordable price, (2) niche target market, (3) lack of promotional activities, and (4) local competitors. The researchers conclude with a discussion of possible strategies that can be implemented in remarketing strategy as the recommendation.

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