Estratégias funcionais do setor varejista farmacêutico de Campina Grande – PB.

Abstract

This report addresses a search, whose goal is to understand the functional strategies used by enterprises in retail of medicines in Campina Grande - SW that contributed to a better performance during the past three years. Specific objectives of the work include the identification of more functional strategies used by industry, the verification of larger measure of performance and what were the business strategies adopted by these companies. The theoretical foundation seeks discuss issues related to the evolution of the concept of strategy, the role of government in search of strategic competitive advantage of the market; levels of strategies, focusing on the functional strategies and such, the object of study of the work. Based on the literature and the objective mentioned, was developed an exploratory study sectoral in nature and quantity of business on the reality of the past three years. The data collection occurred with the managers responsible for the formulation and implementation of strategies, through the application of questionnaires closed. The discussion of results is done from the parameters mentioned in the methodology, which addresses the subjective analysis of business performance through the calculation of specific arithmetic mean, as well as verification of the strategies used more functional. The results showed that the sector of pharmacies campinense made greater use of marketing strategies and human resources, followed by operations and finances. These strategies were used by companies with greater performance, and human resources and marketing the most adopted, respectively.