Abstract
The paper examines the structural transformation dynamics of the Georgian pharmaceutical market during the period of 2010-2025. The relevance of the study is driven by the prevailing oligopolistic tendencies and high levels of vertical integration within the sector, which directly impact medicine accessibility and healthy market competition.
The research provides a retrospective analysis of pharmacy chain positioning, revealing a sharp imbalance: over the last decade, the number of independent pharmacies has decreased by 75%, while the market share of major retail networks has increased nearly 2.5 times. The second part of the study evaluates the effectiveness of brand slogans based on sociological surveys and price policy comparisons. The findings indicate that for 82% of consumers, ethical-emotional marketing messages are not a decisive factor in their choices. This is attributed to high price homogeneity in the market, where the price variance for OTC products is limited to a narrow range of 10-15%.
In conclusion, the study highlights the necessity of strengthening regulatory mechanisms within the Georgian pharmaceutical sector. The authors align with Mariana Mazzucato’s concept of transitioning from a profit-oriented model to a public value-oriented system, ensuring market transparency and fair competition.
References
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