Quais as causas de crescimento e retração de farmácias

farmácias
Entre as causas do crescimento das farmácias estão melhorias promovidas na loja, aplicação de estratégias de gestão, e apoio da Rede.

Publicado 08/07/2016

Na segunda pesquisa realizada pelo IFEPEC, apresentada apresentada no primeiro semestre deste ano, a instituição fez uma revisão da pesquisa feita em 2010, que consiste em analisar uma amostragem de 2.264 lojas vinculadas à Febrafar, foram verificadas que 31% dessas farmácias apresentaram crescimento acima da média do mercado, 49% ficaram em linha com o crescimento e 20% ficaram abaixo da média. Essa informação foi a base desta pesquisa, realizada com o objetivo de identificar os fatores que contribuíram para o crescimento e/ou queda “não tem nenhuma novidade no que foi apresentado aqui”.

A pesquisa mostra que as principais causas do crescimento apontadas pelos proprietários foram melhorias promovidas na loja (atendimento, layout, reformas); aplicação de estratégias de gestão (PAI/PEC/Tabloide/Treinamento); e apoio da Rede. Além disso, a pesquisa identificou que essas lojas usaram ferramentas de gestão (PAI/PEC); tiveram melhorias contínuas realizadas na loja e na equipe; boa administração do caixa e dos níveis de estoque; e presença constante do empresário na loja.

Pesquisa2 - info2

Já as principais causas para queda nas vendas apontadas pelos proprietários foram novos concorrentes; mudança no mercado (os clientes não estão comprando com a mesma frequência). A pesquisa identificou que as lojas que não tiverem crescimento não usam ferramentas de gestão (PAI/PEC/Tabloide) e ficaram muito tempo sem promover melhorias. Das 460 lojas que evoluíram abaixo do mercado, apenas 36 apresentaram queda por motivos circunstanciais: fechamento de grandes empresas ou hospitais nas imediações, secas e enchentes, desastres ambientais.

A pesquisa também identificou que as lojas que tiveram queda no faturamento precisam de reformas, apresentam dificuldades no fluxo de caixa, alto índice de ruptura de estoque, afastamento do proprietário da loja para cuidar de interesses pessoais ou outros negócios, e que a loja entrou na rede quando a “situação” já estava fora de controle.

92% dos proprietários atribuem indevidamente a causa a fatores externos como mercado, concorrência e poder de compra dos seus clientes. 89% não seguem as orientações nem implantam as ferramentas recomendadas pela Rede. Não reconhecem que outras farmácias com características semelhantes souberam superar suas dificuldades e cresceram de forma sistemática.

Já no caso das lojas que apresentaram crescimento, os proprietários têm foco no crescimento, demonstraram-se conscientes da importância da estratégia para atingir melhores resultados, a presentam boa evolução pessoal e profissional e reforçam a orientação e treinamento de suas equipes.

Fonte: Assessoria de Comunicação da FEBRAFAR



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