Gestão estratégica para redes de varejo farmacêutico: Um modelo baseado no baranced scorecard

Abstract

ABSTRACT

This work proposes a strategic management model based on Balanced Scorecard (BSC) for pharmaceutical retailing chains. BSC-based strategic models have been reported in the literature for varied sectors, such as food retailing, manufacturing and education. However, this research indicates lack of academic work on this theme for drugstore chains. The pharmaceutical retailing sector represents the major drug distribution channel in the country, accounting for more than 80% of the total drug purchases from the industry. In 2003, this sector recorded revenues of about US$ 4.2 billion, what makes Brazil the eleventh largest drug retail market worldwide. Brazil is also one of the countries with the highest number of drugstores, reaching more than 54 thousand stores. Currently, the drug retailing industry has been facing significant changes, including stricter competition, association increase of independent retailers, growth of manipulated drug pharmacies, generic drug expansion, diversification of product and service mix and increasing rivalry with supermarkets in products other than drugs. In this context, drugstores should be equipped with a management system that can assure strategy implementation and indicate necessary course changes, in light of strategic thinking. The present research argues that the proposed BSC management system can represent the answer for such challenges. The proposed model methodology is based on the case study of Farmacias Pague Menos, the largest Brazilian drugstore chain in number of stores, and among of the major chains in terms of revenues. The work also includes strategy formulation through SWOT analysis for the analyzed chain as an input for the proposed model. Considering case study limitations for generalization, the proposed model can be adapted to other drugstore chains, and also can serve as a starting point for the development of a BSC in other segments of the retail industry, one of the most innovative and important sectors for Brazilian growth.