| dc.description.abstract | The retail, one of the most significant sectors in the world economy, is going through a period of drastic changes, where the traditional retailer either adapts to the new reality or abandons his business. The consumers are more informed, demanding more rights and best services. In the big Brazilian retail sector is the market of medicine sale, characterized by a fragmentation, with a big number of organizationsinvolved in the commerce of these products. The competition for the consumer in the retail sector of medicine has led to new strategy designs, profile changes and new business with new structures. Two relevant features can be observed in the retail sector of medicine in Brazil: first, the formation of big retail chains, with stores that sell not only medicines, but also a large number of perfumery products, hygienic anddermatologic products, pet products, convenience products and correlated; second, the appearance of telemarketing firms, carrying out delivery and greatly competing with big store nets in the commercialization of medicine. The latter constitutes the focus of this research, and the objective consists of analyzing the competitivestrategy used by the Unifar in the retail sector of medicine, trying to explicit its foundations in terms of perception of the competitive conditions of industry, and the formation process of internal competences that mobilize resources that can create a competitive advantage. This firm has the activities of medicine sale based principally in telemarketing, demonstrating a fast consolidation and good performance in theretail sector of medicines, greatly competing with the big net stores in terms of medicine sales. A structural analysis of the medicine industry and the valor chain of the firm types found in this sector has been carried out, aiming at identifying the sources of competitive advantage of Drogaria Unifar and its strategic positioning in the market, thus analyzing its strategy | |
