Leveransservicens betydelse som konkurrensmedel i apoteksbranschen
En fallstudie om hur Apoteket AB arbetar med leveransservice
Re-regulationPharmacy marketDelivery serviceCompetitionApoteket ABOmregleringApoteksmarknadenKonkurrensLeveransserviceFörbättringsarbeteApoteket AB
During the last years, the pharmacy market undergone major changes. Re-regulation that has been done in 2009 meant that monopoly was unlocked for competition. In a market where firms offer equivalent products, increases the importance of delivery service as competitive tool to differentiate themselves among the crowd. This also applies to pharmacy market where the supplies of goods in large way consist of equivalent products regardless of the company.This case study observes the importance of delivery service in terms of competitive tool on pharmacy market by focusing on a company?s improvement in delivery service. This study is based on an abductive research method. The data is collected by qualitative method in form of semi structured interviews and quantitative method in form of survey research.In order to investigate and analyze relevant subject, the study applies following theories: Porter five forces, logistics as a competitive tool, delivery service and its elements, improvement cycle and logistical goal mix.The conclusion of this study is that delivery service has a significant importance for the company to differentiate itself from its competitors and create competitive advantages. Between the various elements if the delivery service, the lead time is considered to be the most essential one, which is followed by delivery reliability, level of service and supply reliability. The result from the quantitative survey shows that customers have high expectations for a smooth delivery service which harmonizes with Apoteket AB's strategy to improve the delivery service.