Garmatiuk O. Management of the pharmaceutical enterprises sales activities

The dissertation is devoted to the substantiation of the theoretical and methodological principles of managing the sales activity of pharmaceutical enterprises and practical recommendations for its improvement. In the first chapter of the dissertation work "Theoretical and methodological principles of management of the sales activity of enterprises", a comparison and critical analysis of different points of view of scientists was carried out and their own definitions of the essence of the categories "sales", "sales system", "sales activity", "sales management" were formed. management of sales activities". The analysis of scientific works proved that the meaning of the concept of "sales" is considered, on the one hand, as the promotion of goods from the producer to the consumer, on the other hand, as the implementation or set of actions to satisfy the needs of consumers. The author's interpretation of the concept of "sales" is proposed: a system of stable and strategically oriented mutually beneficial relations between the producer and the consumer of the product in order to provide the consumer with products of the required quantity, quality and at the required time. A methodical approach to evaluating the effectiveness of sales activity has been developed, which includes 5 groups of its indicators. All indicators are divided into two groups - stimulators and destimulators, which is due to the identification of the direction of influence on the effectiveness of the management of sales activities of pharmaceutical enterprises. During the comprehensive evaluation of the effectiveness of sales management of pharmaceutical enterprises, a methodical approach of ranking by the sum of places was tested, in which the formative components of the effectiveness of sales management are systematized with the corresponding single indicators. A step-by-step ranking of Halychpharm JSC, Kyiv Vitamin Factory JSC, Lekhim-Kharkiv PJSC, Monfarm PJSC and Technolog PJSC by resource provision, stability of financial condition and solvency, efficiency of resource use, business profitability, sales efficiency was implemented. with the identification of the outsider and the flagship of the research group.