Strategy of farm industry development in Ukraine in 2014 - 2015 - the Farm-ROST forecast



The global crisis and the ways of recoveryStrategy of farm industry development in Ukraine in 2014 - 2015 - the Farm-ROST forecast
The global crisis of 2007-2011 significantly affected the economic condition of our country. In the context of economic recovery during the period of 2014-2015 in Ukraine it is very important to choose the right strategy in the regional context, in the choice of target audiences and pricing strategy for each of them.

According to experts of McKinsey, markets will recover fragmentarily even on the scale of a single country or region. For example, in Shanghai category means for skin care will grow in absolute terms to 3 times faster than in the whole Malaysia, based on the average annual growth rate in the period 2010-2020. *


Internet - selling risk or a new strategy for successStrategy of farm industry development in Ukraine in 2014 - 2015 - the Farm-ROST forecast
Ukrainian market also differs by region and marketing activities should be carefully planned in accordance with their economic impact.

Preferences of different target audiences can vary significantly. For example, a family with a baby and where mom does not work are limited with money and are sensitive to the price of products for children. Example of Am -Am store(  assortment development shows that the strategy of low prices, sufficient width and depth range, using the traditional distribution channel in conjunction with the sale of goods over the Internet, including shipping, can qualitatively satisfy needs of young families with children. In response, many buyers from all over the city of Kiev ready to go to a given point to get items with the best price offers on the market.

This example shows that Ukraine continues growth trend in sales of children's products, personal care and dietary supplements through the Internet. In this fast operators that offer the best price grow faster.

Thus, pharmacy and retail, despite the regulatory constraints will actively develop the traditional sales channel and channel of internet-sales in 2014-2015. While health products are at the stage of online sales channel that will create for companies pioneering opportunities for greater market share due to the early development of this sales channel.

On the graph shows that categories such as electronics, computer technology has already passed the stage of development of internet-sales. Ukrainian market experience shows that in Ukraine there are a number of companies that control the major share of sales data.


Strategy of farm industry development in Ukraine in 2014 - 2015 - the Farm-ROST forecast

Pharmacies, with traditional sales channel in the form of retail outlets can sell their products via the Internet, using the infrastructure of retail that will significantly reduce the logistics costs of goods to final customer. This situation is especially beneficial to large drugstore chains with established drugstore brands that due to the development of the Internet channel can increase the profitability of the business of traditional retail pharmacies.

Thus, in Ukraine there are prerequisites for transforming retail pharmacies and correct legislative regulatory decisions can accelerate this process.


Informational portals. Role in the development strategyStrategy of farm industry development in Ukraine in 2014 - 2015 - the Farm-ROST forecast
One of the areas of marketing communications with patients is work on the creation of informational portals. According to Richard Breken, chairman of the American Hospital Corporation (HCA) (165 hospitals, 113 surgery centers in the U.S. and the UK, over 200,000 employees), «an increasing number of patients showing interest to the details of their treatment process. Such information includes: indications for treatment and medications, treatments, history of tools and medicines, cost, treatment options, and forecasts of the results."

Giving the patient greater volume of information will strengthen his confidence in the doctors and drug manufacturers that also will change its attitude to the process of treatment.

For these purposes HCA develops web-portal for providing the above information to patients and their involvement in the treatment process. According to R.Breken "portal is the most relevant for patients with chronic diagnoses, especially diabetes, cancer, and cardiovascular disease." **


Mobile Internet Strategy of farm industry development in Ukraine in 2014 - 2015 - the Farm-ROST forecast
Development of mobile Internet will stimulate the search for information about diseases, health care and medical products, which could increase the market share of mobile internet up to 50% by 2025, according to experts of MGM. This forecast - another confirmation of the need to invest in Internet projects, as a communication channel, and channel of sales of goods.



Internet-projects are becoming an important element in the development of strategies for pharmaceuticsl companies. Despite the high degree of risk, these projects are able to provide high growth rate of business.

The trend of mobile Internet development is another proof of the necessity of use of the Internet projects, as by the drug manufacturers and retail pharmacies.

Formation of private medicine in Ukraine will stimulate greater exchange of electronic information among market operators, and in the chain of "pharmaceutical manufacturer-the pharmacist/doctor-patient relationship." According to Igor Vovkodav, head of the company Farm-ROST: " those pharmaceutical companies and pharmacy chains, which will be more successful in the development of information portals about the health and online pharmacies selling range will grow faster on the market."

Specialists of Farm-ROST predict the emergence of new Internet projects, which will allow certain market participants to lay the foundations of competitive leadership in the pharmaceutical market of Ukraine in 2014 - 2015.


Analytical service of  Farm-ROST



*  Tough choices for consumer-goods companies./ December 2013 / by Jim Brennan, Greg Kelly, and Anne Martinez/ .

**  Leading in the 21st century: An interview with HCA CEO Richard Bracken/ Rik Kirkland, McKinsey Publishing, New York



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