ASSESSMENT OF MARKETING CHALLENGES AND OPPORTUNITIES THE CASE OF SELECTED PHARMACEUTICAL MANUFACTURING COMPANIES IN ETHIOPIA

Abstract

The main objective of this study was to assess marketing challenges and opportunities of selected pharmaceutical manufacturing companies in Ethiopia. Descriptive and quantitative methods of research were used and data were collected by questionnaires and key informant interview to collect the data. Data was analyzed and presented using frequency distribution, percentage and graphs. Accordingly, the findings of the study revealed that almost all of the respondents have answered that local products have a price advantage than most of imported products i.e. the products are affordable. Furthermore, availability was the next most answered advantage. In addition to that locality by itself is an advantage as some of the pharmacy respondents responded. Faster supply and distribution could be used as opportunity if the manufacturers could be able to supply products as per their demand. Moreover, PFSA’s exclusive tender are big opportunity for local pharmaceutical products as most of the companies respondents said. And also from this study found out that local pharmaceutical company major challenges are: consumers’ negative attitude towards quality of local products, intensive promotional activities of competitors, lower price of competitors’ products and limited product range. It is recommended that sense of belongingness created in the customers and consumers exclusively for local products if it’s possible to build that image by providing products of high quality and competitive advantages. Local pharmaceutical companies should expand their product range and amount of production by expanding their capacity so that they will be able to take the biggest share of the market from competitors.