Enterprise Dissertation案例：药房创业

小结

健康药房是一家在泰国设有健康食品部门的准零售药房。本研究的目的是回答研究问题：如何才能最好地成功推出健康药房？数据是通过六位专家的半结构访谈收集的。

Healthy pharmacy venture in Thailand

(Title)

Abstract

Healthy Pharmacy is a prospective retail pharmacy with a healthy food department in Thailand. The aim of this study is to answer the research question: How best to launch a Healthy Pharmacy successfully? The data was collected through semistructure interviews using six experts. Then, the surveys were conducted in two different groups of consumers, which were people in Phetchaburi (prospective group) and Bangkok (more affluent group). To find if there are any differences in terms of attitudes and behavior between the groups. The interview results reveal that there are some factors should be borne in mind such as location, price, knowledge, ease of imitation and short shelf life of healthy food. Overall from the survey results indicate that apart from attitudes and behavior toward supplements, there is no difference between the groups of participants in Bangkok and Phetchaburi. The main conclusion for this work is that a Healthy Pharmacy should be established in Phetchaburi (compared with Bangkok) to avoid numerous direct competitors and a convenient approach to customers. Healthy food products could be offered in the pharmacy in order to create a one-stop shop in the health channel. However, the main product should continue to be medicines because of the demand and profits therein. Giving advice regarding the products in the pharmacy can be one way to be competitive from indirect competitors since other retailers do not have this ability.

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3. 89分-Healthy pharmacy venture in Thailand.pdf