| Abstract | To improve the standards of drugstores’ services, and increase competitiveness of local distributors when Vietnam shares this market to foreign distributors, the Ministry of Health has issued Decision 11/20071 to provide instructions to boost the application of Good Pharmacies Practices (GPP) standards. GPP is the last criteria in drug quality guarantee process of 5 Good Practices (GPs) – Good Manufacturer Practices (GMP), Good Laboratory Practices (GLP), Good Store Practices (GSP), Good Distribution Practices (GDP) and Good Pharmacy Practices. Under this decision, all drugstores must meet GPP standards by 2011. This change creates a big market for GPP pharmacies. As most updated information from Hochiminh city Service of Health, up to now there is only 27% GPP pharmacies in total of 3,500 pharmacies in Hochiminh city. Moreover, in the future, market share of retail GPP pharmacies will be narrower, instead by pharmacy chains. This is suitable to market development and globalization trend. So identifying the market opportunity, we desire to build a pharmacy chain.
Positioning a brand is becoming more and more important to organizations as their expectation is to reach out to customers. With the globalization trend, competitiveness becomes harder for nearly all companies so it is becoming important to have "little extra", that something makes you different from your competitors. Therefore, the purpose of this thesis is limited to position the brand for King Care Pharmacy. In order to reach this objective, survey questions are designed to focus on the components of positioning the brand. Using the research questions as a guide, a literature study was conducted resulting in a conceptual framework which guided the data collection. A quantitative method was used. Through the findings, we know the targeted customers’ buying behaviors and what they expect from GPP pharmacy chain. Based on the analysis, we build the brand positioning strategy for King Care Pharmacy with the understanding about its competitor |