Marketing Strategies: Achieving Competitiveness in a Pharmacy Network in Thesouth of State of Pará
Authors: Oliveira Caroliny da Silva , Silva Josyane Souza e , Ferreira Aline de Oliveira , Souza Fábia Maria De , Reis Ana Carolina Moraes , Aguiar Enilde Santos De , Freitas Filho Lair da Silva , Ferreira Filho Hélio Raymundo 
Published: January 2025

Objective: The objective of the study was to identify the marketing strategy methods used and the benefits they bring to the analyzed organization and to observe how the competitive advantages achieved by a pharmacy chain in southern Pará that invests in marketing as a competitiveness strategy are a differentiator recognized by the market.

Theoretical Framework: Marketing is defined as the management process involving the activities of analysis, planning, implementation and control. The marketing mix is commonly referred to as the tactics a company can use to promote its products or services in the market in order to influence consumers to buy (Albrecht et al., 2023). Therefore, in recent decades, the evolution of products in increasingly modernized assembly lines has meant that companies that do not invest in marketing strategy are at a disadvantage in the market.

Method: Descriptive research was used to observe the factors that propose competitive advantages developed in a pharmacy chain that aims to stand out positively in the market to better meet the research objectives. In qualitative research, meanings are derived from words and images, not numbers. Since words and images can have multiple meanings, it is often necessary to explore and clarify them with participants (Saunders et al., 2023). Data collection was carried out through the application of a questionnaire with open questions and interviews, as it is qualitative research that aims to obtain more precise information and details or that requires some deepening within the operational context of the pharmacy network studied.

Results and Discussion: As results, it was found that the most used marketing strategies are advertising through television advertisements, which have a means of interaction well received by the consumer public, making it one of the strategy's strengths. Other strategies used are the use of social networks and radio, also contributing to the organization’s competitiveness in the market.

Research Implications: The practical and theoretical applications of this research are related to the scope of marketing strategies developed by a pharmacy chain and observed in this study, which can be applied in the study area or applied with adaptations in other areas, with a view to also achieving competitive advantages to these different organizations, influencing the areas of marketing, economics, production, communication, among others.

Originality/Value: The study contributes to the literature by examining different marketing strategies developed by a pharmacy chain, which can be applied in the study area or applied with adaptations in other areas, with a view to also achieving competitive advantages for these different organizations, in addition to presenting means and possibilities so that professionals can learn about and reproduce these strategies in organizations.