Marketing plan AMH systemas

Abstract

AMH Systemas is a company dedicated to the distribution of the pharmacy management software FARMATIC and to the sale of hardware products. Currently the company is demand driven i.e. it responds to customer orders for its goods and services, but going forward one of its principle objectives is to expand its market share. Through the development of our marketing plan, we have sought to analyze the outlook for growth of the market in which AMH Systemas operates. First, the company's resources and capabilities have been examined to determine its strengths and weaknesses. Subsequently, external factors are analyzed to identify the challenges and opportunities it faces. The main opportunities can be found in the legal and social environments impacting the target customer base, i.e. pharmacy retail outlets, and which motivate them to invest to improve their business management. In order to identify the main market sectors and their requirements, a market study has been carried out. This concludes that in the main, all the different categories of pharmacy retail outlets have similar needs. The company lacks precise objectives and strategies but by researching its operating environment we have been able to identify a strategy of differentiation as being most illustrative of its operating approach. Finally, after establishing the competitive strategy and objectives, we have established a series of actions that ought to be carried out by the company during 2017 and 2018.