Abstract
The aim of the publication is to develop a method of hierarchy analysis for choosing the optimal market strategy for the development of a pharmaceutical enterprise. The article substantiates the need for continuous improvement of the decision support system of a pharmaceutical enterprise, which operates in conditions of constant changes in the external environment, to ensure the processes of continuous and stable growth of the enterprise. The main components of the external destabilizing factors of the modern pharmaceutical market, which require the introduction of special mechanisms for ensuring the continuity of the process of managerial changes for the contemporary domestic pharmaceutical enterprises, have been allocated. It is determined that one of the effective mechanisms for choosing the optimal market strategy for the development of a pharmaceutical enterprise is the method of analytical hierarchy as one that is simple in terms of mathematical tools and at the same time gives consistency to the conclusions obtained. The key strategies for the development of a pharmaceutical enterprise include: expanding the range of export-oriented pharmaceutical products; expanding the range of generic pharmaceutical products for sale in the domestic market; building own network of pharmacies for the retail sale of pharmaceuticals both of own production and of other manufacturers. The main indicators of efficiency of the pharmaceutical enterprise in the modern market environment are defined as follows: increase in marginal income; stability of functioning and strengthening of competitiveness; share of the additional sales market. The practical implementation of the method of analytical hierarchy for choosing the optimal market strategy for development is carried out on the example of PJSC «Fitofarm» as a pharmaceutical production and trade enterprise, which occupies a leading position in the pharmaceutical market of Ukraine and needs to maintain and improve it, taking into consideration the influence of modern challenges
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