APPLICATION OF RESULTS OF RETAIL AUDIT IN THE COMPETITIVE ANALYSIS OF THE PHARMACEUTICAL MARKET OF UKRAINE
Retail audit a kind of panel researches in marketing system is a source of the information on market condition and tendencies of changes in its segments. The example of use of data of retail audit in definition of competitive positions of the pharmaceutical industrial enterprises has been shown, market shares and rates of their changes in particular have been calculated. The competition condition in the market of a ukrainian production on the basis of index Harfindel-Hirshman ukrainian characterized. The received results prove, that the market is normal for a competition and safe for maintenance of its adequate development. The matrix of formation of a competitive card of the market of the ukrainian pharmaceutical enterprises has been constructed and their strategic positions have been analyzed.