THE DIFFERENCES BETWEEN BRAZIL AND PORTUGAL IN THE REGULATION OF PHARMACEUTICAL RETAIL AND THE POSSIBLE IMPACTS IN THE COMMERCIAL STRATEGY

Abstract

We observed a high concentration in pharmaceutical retail in Brazil, with the existence of large networks, but with a large participation of independent networks, generating high competitiveness and moving its managers in the search of consumer loyalty, be it for the price, products, services, amenities offer. In this environment where physical retailing has been trying to reinvent itself globally, retail pharmacy is embedded in an equally or more challenging political-legal environment. In this sense, when we compare the existing regulation in Brazil with that of Portugal, aggregating market and demographic data, there are possible advantages and disadvantages of the national model compared to the Portuguese one.