Multifarmacia: en busca de una medicina
Fecha de Publicación: 2012
Publicado Por: The case centre
Autores:Jorge Menéndez y Carolina Luis-Bassa
Número del producto: E512-095-1
Resumen
El grupo Multifarmacia era uno de los grupos familiares de mayor tradición en el mercado farmacéutico venezolano. Con más de sesenta años en el mercado, habían alcanzado un cómodo 15 por ciento de participación de mercado en las décadas de los sesenta y setenta. Con la filosofía de su fundador Enrique Hernández, «El ojo del amo engorda al caballo», la empresa era administrada de manera informal por el grupo familiar, de modo que el manejo de las áreas clave de la empresa estaba en manos de esposa, hijos, tíos y primos. Cuando todo parecía ir de maravilla, comenzaron a surgir inconvenientes que afectaron la exitosa trayectoria de Multifarmacia.
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Abstract
Multipharmacy, was one of the oldest family owned businesses in the Venezuelan pharmaceutical market. With over 60 years in the market, it encompassed both the retail and wholesale stages of medicine supply. However, management faced many problems. New business models had captured many clients. Competitors had evolved from traditional neighbourhood pharmacies to modern drugstores. Investment in supply chain software and hardware allowed some competitors to have cost and product supply advantages. Finally, problems among family members were eroding the efficiency of the organization. The case can be used in both postgraduate and executive education courses, and can be analyzed from several perspectives: 1) Marketing: what can Multipharmacy offer its clients that give it a business advantage over competition? 2) Family business: what steps should the family take to protect both the interests of the family and of the business?
Palabras Clave: Empresas familiares; Industria farmacéutica; Estrategia de mercadeo
Debates IESA