ESTUDO DE MERCADO APLICADO A UM EMPREENDIMENTO FARMACÊUTICO

Abstract

Urrently, the market has become increasingly competitive. The supply in most branches is usually greater than the demand. In this context, the entrepreneur who presents an entrepreneurial profile has stood out. The new times need new behaviors and strategies. However, every idea must go hand in hand with prior planning, as the entrepreneur cannot rely solely on luck, in this sense, it is relevant to carry out a market study. The general objective of this work was to carry out a market study to support the elaboration of a business plan to achieve success in an organization in the pharmaceutical sector. The methodology was based on a bibliographic research in the first part, and, in a second moment, a case study was carried out, classified as qualitative research, through interviews and questionnaires. At the end of the work, it was possible to prove the importance of market research for the elaboration of the business plan and success of the enterprise.