Marketing Palestinian Pharmaceuticals: Problems and Recommendations

Abstract

The aim of this study was to shed light on marketing strategies used by

companies in this sector. The study aims to analyze the business environment

in which the Pharmaceutical sector operates, to identify the major marketing

strategies used by manufacturers and to discuss major findings and

recommendations. To accomplish these aims the researcher has interviewed

sales and marketing managers of the four companies covered in the study,

the head of Pharmaceutical Union and the textual sources. Publications and

literature relating to the subject have been reviewed. The web sites relating to

the sector have been examined. The major results of the study have indicated

that the Palestinian pharmaceutical sector covers 59% of the market. The

sector faces severe external constraints imposed by the occupation, which

include impediments and constraints relating to imports of raw material as

well as the export of products. The sector suffers from unfair competition

from foreign and Israeli products. Internally the sectors suffers from low

investment in research and development, weak marketing activities and the

lack of support by the government.

The study highlights the requirements for the pharmaceutical sector

to develop. Some of the recommendations include a comprehensive review

of agreements, reform of related laws, and the provision of support to

the companies so they can compete and meet the demands of local and

international markets.