Analýza marketingové strategie farmaceutické firmy a porovnání konkurence

This thesis examines marketing strategy from the perspective of a pharmaceutical company selling a brand-name drug in a competitive market dominated by generic drugs. The main objective of this thesis is to analyse marketing strategy across the various stages of the product life cycle and to identify factors that can help the company maintain its market position. To gain a deeper understanding of the pharmaceutical market and the operations of the company under study, data from a marketing agency regarding the company’s and its competitors’ marketing activities, as well as sales data from the entire antihistamine market, will be utilized. Furthermore, quantitative research will be conducted through surveys of physicians and pharmacists, and qualitative research will be conducted through in-depth interviews with patients. The data from research will be analysed and recommendations will be formulated.