Marketing Challenges And Organizational Performance: An Empirical Investigation With Special To Pharmaceutical Organizations In India

Abstract

Marketing challenges is a crucial strategic driver for increasing operational performance and maximizing the achievement of organizational objectives, such as improved productivity, improved customer service and enhanced profitability. The age of both market globalization and outsourcing has started, and many companies tend to manage their marketing challenges activities. Most of these organizations understand that marketing challenges needs to be tested for its performance in order to create an effective and efficient marketing. The marketing challenges is the most critical element for companies to boom in pharmaceutical, which needs to be quick, uninterrupted and safe. The competition is fierce because not one or two, but hundreds of pharmaceutical companies are competing for market share, each finding and creating specific strategies for sale and distribution. The present study is an attempt to examine various marketing challenges in the pharmaceutical context. Although there is a lack of literature in this context, the current study critically reviewed the current literature and built a questionnaire with the inputs from leading pharm marketing representatives by identifying the main marketing challenges such as product, price, place, promotion and trying to find the effect of these variables on organizational efficiency. A sample size of 100 employees employed in pharmaceutical departments at different levels of ten leading pharmaceutical organizations in India was taken for a questionnaire survey as a sampling unit. The study found fascinating insights of marketing challenges in pharma, which eventually benefit the marketers to design more effective marketing challenges. Further, the study is confined to Ten Pharma organisations in India which becomes a limitation in generalizing the findings.