Propuesta de mejoramiento de la gestión comercial enfocada en el mercado privado de la compañía Farmabion del Ecuador C.A.

Abstract

The internal and macro factors of Farmabion del Ecuador C.A. were observed, taking a look at its processes in the medicines marketing research chain and analyzing the Ecuadorian pharmaceutical market. The main laws and regulations that frame the marketing of medicines in Ecuador to which all pharmaceutical laboratories must abide are addressed. The main area of study is the commercial management of the company and all the processes it encompasses, the objective being to achieve an improvement in its management, which allows growth and sustainability in the market for the company. Farmabion del Ecuador C.A is one of the biggest suppliers of medicines in the Ecuadorian state, but it must diversify its income by increasing its participation in the private market. Results have been obtained through qualitative and quantitative methods, which has allowed us to know its current management. The cash flow analysis allowed us to identify possible shortcomings that cause a decrease in cash flow for the company. Models were proposed to determine sales prices for medicines. An inventory control model was defined using a format that will help determine the optimal quantity and timing in sending purchase orders to the supplier to avoid unnecessary shortages or overstock. Finally, strategies have been proposed that will allow growth for the company.