La comparaison des performances enregistrées par la Roumanie à celles des autres PECO, en nous fournissant un repère, nous permet de situer la Roumanie par rapport à son « attractivité potentielle ». Dans cette perspective, nous commencerons par saisir le positionnement de la Roumanie à l’aide d’indicateurs simples, comme les montants d’IDE ou d’IDE/tête reçus.
Le positionnement selon les principaux indicateurs simples
Dans le partage des 200,7 milliards de dollars d’IDE reçus par les PECO sur la période 1991-2004, la Roumanie avec 15,6 milliards figure en 4ème position derrière la Pologne (60,9 milliards), la Tchéquie (42,3 milliards) et la Hongrie (33,4 milliards) (Cf. figure 1.). L’évolution de la part relative de la Roumanie au sein des flux d’IDE reçus par les PECO est semblable à celle que nous avons constatée pour les flux (Cf.
figure 2.). Depuis la seconde moitié de la décennie 1990, la part de la Roumanie au sein des IDE reçus par les PECO est marquée par une tendance à la hausse qui est par ailleurs confirmée par la part de la
*Notre analyse porte seulement sur les 11 premiers pays de l’Europe centrale et orientale, les plus attractifs en terme de stock d’IDE/tête en 2004 : Estonie, Hongrie, République tchèque, Croatie, Slovaquie, Slovenie, Lettonie, Lituanie, Pologne, Bulgarie et Roumanie. Les ex-républiques yougoslaves, l’Albanie ainsi que la Russie et les ex-républiques soviétiques sont exclus.
Source : calculs à partir des données de la CNUCED, WIR, divers numéros.
Figure. 2
La part de la Roumanie dans les flux d'IDE dans les PECO (%)
2.16 3.08
1,991 1,992 1,993 1,994 1,995 1,996 1,997 1,998 1,999 2,000 2,001 2,002 2,003 2,004
Source : calculs personnels à partir de la CNUCED, WIR, divers numéros.
À la lumière de ces informations, on pourrait dire que la Roumanie a reçu une part non négligeable du stock d’investissement étranger dans les PECO. Mais ces observations ne tiennent pas compte de la taille de l’économie réceptrice. Lorsqu’on intègre la population qui constitue un indicateur de la taille du pays, on s’aperçoit que la part de la Roumanie baisse pour ne représenter que 2,33% des IDE/tête reçus par les PECO au lieu de 7% observé au niveau des IDE reçus. On découvre également que le classement des pays est profondément modifié (Figure 3). Seules la Hongrie et la Tchéquie préservent leurs positions en tête de liste, alors que la Pologne est rétrogradée à la 9ème place. De même que la Roumanie qui figurait au 4ème rang dans le classement précédent, se trouve reléguée en dernière position.
Figure 3.
Le classement* des PECO selon le stock d'IDE/tête (dollars) (1995, 2000 et 2004)
0 2000 4000 6000 8000
ESTONIE HONGRIE REP. TCHEQUE CROATIE SLOVAQUIE SLOVENIE LETTONIE LITUANIE POLOGNE BULGARIE ROUMANIE
1995 2000 2004
*classement effectué selon les entrées d’IDE/tête en 2004.
Source : calculs personnels effectués à partir de données de la CNUCED, WIR, divers numéros.
La figure 3 témoigne des disparités importantes au sein des PECO en termes d’attractivité des IDE.
L’observation des données depuis 1995 permet de distinguer trois sous-ensembles au sein des PECO :
− un « noyau performant » qui apparaît dès 1995 : Hongrie, Slovénie, République tchèque, Estonie qui ont réussi attirer la plus part des flux d’IDE vers la région.
− un deuxième groupe, moins attractif par rapport au premier, mais qui a attiré des volumes d’IDE importants : la Pologne, la Lettonie, La Slovaquie, la Lituanie et la Croatie.
− enfin, les derniers pays, à savoir la Bulgarie et la Roumanie, se trouvent bien loin par rapport aux groupes précédents.
En ce qui concerne notre sujet, les observations font apparaître clairement les mauvaises performances de la Roumanie au sein des PECO. Toutefois, ces indicateurs qui fournissent des indications nécessaires pour démarrer l’analyse, révèlent rapidement leurs limites, dans la mesure où ils ignorent les caractéristiques comme la taille ou le potentiel d’accueil de l’économie hôte. Sur ce plan les indices élaborés par la CNUCED offrent une vision plus précise des performances roumaines que nous proposons d’étudier. Dans ce but, nous avons choisi d’évaluer, dans les lignes qui suivent, la performance de la Roumanie en termes d’IDE, en utilisant un des indices proposés par la CNUCED : l’Indice d’entrées d’IDE.
L’indice d’entrées d’IDE de la CNUCED
Le rapport de la CNUCED (WIR 2001) présente un indice des entrées d’IDE (ID) (Inward FDI Index) qui prend en compte le poids économique relatif du pays récepteur, en indiquant ainsi sa capacité à attirer les investissements en fonction de ce poids. Cet indice composite est une moyenne non pondérée de trois indices mettant en relation la part relative d’un pays dans les flux mondiaux d’IDE et sa part relative dans le produit mondial, l’emploi et les exportations :
ID = 1/3 IP + 1/3 IE + 1/3 IX , où
IP = ( IDEi / IDEm ) / ( PIBi / PIBm ), IE = ( IDEi / IDEm ) / ( Ei / Em ), IX = ( IDEi / IDEm ) / ( Xi / Xm ), ID = l’indice des entrées d’IDE
IDEi = les flux entrants d’IDE pour un pays i IDEm = les flux d’IDE mondiaux
PIBi = le PIB du pays i PIBm = le PIB mondial Ei = l’emploi du pays i Em = l’emploi mondial
Xi = les exportations des pays i Xm = les exportations mondiales
Un indice égal a 1 signifie que la part du pays considéré dans les IDE mondiaux correspond à son poids économique mesuré par ces trois indicateurs. Pour les PECO, les valeurs de l’ID, ainsi que celles pour chaque variable qui le compose sont présentées dans le tableau 1. On observe que la plupart des PECO présentent un indice ID supérieur ou égal à 1, ce qui signifie qu’il s’agit d’économies à forts potentiels et ouvertes à l’extérieur. Les deux pays, la Roumanie et la Slovénie, qui ont des ID inférieurs à 1, sont des pays qui présentent des faiblesses, puisqu’ils auraient dû recevoir davantage d’IDE, compte tenu de leurs poids respectifs dans l’économie mondiale. L’indice d’entrées d’IDE qui constitue un point de départ pour mesurer l’aptitude des pays à attirer les IDE, doit être interprété avec prudence, dans la mesure où il ignore d’autres données économiques et politiques. Sa construction n’échappe pas non plus à des critiques, notamment en ce qui concerne l’usage des variables comme l’emploi et les exportations. Tout d’abord, parce qu’ils se superposent au PIB dans la mesure de la taille du marché et de la puissance économique d’un pays. Ensuite parce que la relation de ces variables avec les flux d’IDE n’est pas clairement établie.
Tableau 1. L’indice d’entrées d’IDE dans les PECO (1998-2000)
Pays Part dans les IDE/part dans
le PIB
Part dans les IDE/part dans
l’emploi
Part dans les IDE/part dans les exportations
Indice des
entrées d’IDE Classement
Bulgarie 1,9 0,7 1,0 1,2 5
Croatie 1,6 1,6 0,9 1,4 3
Tchéquie 2,7 2,3 1,0 2 1
Estonie 2,5 1,5 0,7 1,6 2
Hongrie 1,2 1,2 0,5 1 8
Lettonie 1,7 0,8 0,8 1,1 6
Lituanie 1,7 0,8 0,9 1,1 6
Pologne 1,5 1,1 1,3 1,3 4
Roumanie 1,1 0,3 0,9 0,8 10
Slovaquie 1,5 1,0 0,6 1 9
Slovénie 0,3 0,5 0,1 0,3 11
Source : CNUCED, WIR 2001, p. 254.
Conclusion
Ce papier a eu pour but de fournir au lecteur les principaux repères sur le positionnement de la Roumanie au sein des investissements directs mondiaux vers les PECO. On considère qu’une analyse comparative confrontant les performances de l’économie roumaine à celles des autres PECO en matière d’attractivité des IDE s’est imposée parce qu’elle permet d’apprécier les performances de la Roumanie en les relativisant par rapport aux pays qui se trouvaient dans un contexte semblable au début de leur période de transition.
Les résultats des comparaisons sont pourtant décevants ; ainsi, quel que soit l’indicateur pris en compte, on observe que les performances de la Roumanie, en termes d’attractivité pour les firmes étrangères, sont beaucoup plus faibles par rapport aux celles enregistrées par les autres pays d’Europe centrale et orientale.
Bibliographie
1. Michalet, Ch.-A. “La Séduction des Nations ou Comment attirer les investissements”, Economica, Paris, 1999.
2. UNCTAD , “World Investment Report 2001: Promoting Linkages”, United Nations., 2001.
3. UNCTAD, ”World Investment Report 2002: Transnational Corporations and Export Competitiveness”, United Nations, 2002
4. UNCTAD, “World Investment Report 2003: FDI Policies for Development: National and International Perspectives”, United Nations, 2003
5. UNCTAD, “World Investment Report 2004: The Shift Towards Services”, United Nations, 2004.
6. UNCTAD, “World Investment Report 2005: Transnational Corporations and the Internationalisation of R&D”, United Nations, 2005.
US U SA AG GE E O OF F MA M AR RK KE ET TI IN NG G B BY Y S SM MA AL LL L A AN ND D M ME ED DI IU UM M PH P HA AR RM MA AC CI IE ES S I IN N R RO OM MA AN NI IA A
Brandabur Raluca
Academy of Economic Studies Bucharest, P-ta Romana No. 6, Bucharest, tel. 021-319.19.01/237, e-mail: raluca.brandabur@mk.ase.ro
Increasing competition of pharmaceutical marketing Romania imposed new rules for pharmacists as significant players of drugs and para-pharmaceutical stuffs. In order to survive to the hard competition, pharmacists must now leave classical medical condition and pass the border to the economic one.
Pharmacists play now a double role: medical advisers and seller, and this double role is more evident when it comes to small and medium pharmacies, where the owner is in the same time and diligent of pharmacy. Those ones are forced to do this change due to the large pressure from the pharmaceutical producers, increasing the consumer expectations and expanding of the chain pharmacies. Considering this facts knowing and usage of marketing concepts became a natural condition to survive on the Romanian pharmaceutical market.
Pharmaceutical marketing, qualitative marketing research, B2C marketing, marketing for small companies,
Usage of marketing by small and medium pharmacies in Romania
This work is a part of a larger one in that I study understanding and applicability of pharmaceutical marketing in pharmacies as main distributors of pharmaceutical products in Romania.
Methodology of the study
The study consist in 18 in-depth interviews with pharmacists, diligents and owners of small and medium pharmacies, including diligents of minichains of pharmacies (2-5) in Bucharest and main 6 towns (Constanta, Iasi, Cluj, Timisoara, Craiova, Brasov). Present results are those from Bucuresti where I was interviewed 4 pharmacists owners of small/medium pharmacies and 2 dirigent pharmacists - owners of mini-chains of pharmacies.
Background and marketing objectives:
Romania represents an attractive farmaceutic market through his future and actual dimensions. It is a 23 million people market with a total value of only 5476,3 million RON (70 euro spent for drugs per capita comparing to France: 400 euro per capita), with a good geographic emplacement for the neighbour markets supplying. Also, it is a market which is far from his highest potential. However, we don’t have to forget that it is discribed by unexpected evolutions, an incomplet and misinterpreted law.
Near medical doctors, pharmacists are vital in terms of drugs prescription and sales. For RX drugs (prescription drugs) pharmacists can influence the sales through their medical role: they can observe and send back to the medical doctor any drug that is not appropriate to the disease or interacted negative to other drugs prescribed to the patient. Also the pharmacists can influence the sales through their economic role: having or not in their portfolio prescribed drugs, changing medical prescription in terms of commercial name of the drugs. They also have and significant role as suppliers and advisors for OTC (over the counter drugs / drugs sold without medical prescription) and Para-pharmaceutical products. Due to the large pressure from the pharmaceutical producers, increasing the consumer expectations and expanding of the chain pharmacies.
Knowing and usage of marketing concepts became a natural condition to survive on the Romanian pharmaceutical market
The interviews were conducted in pharmacies, at various hours, depending of pharmacists programs, in January 2007. Each interview has lasted between 1-1 ½ hours.
Research objectives:
− identifying what means marketing concept for pharmacist
− identifying what of marketing techniques are used by pharmacists in order to grow their business
− finding if pharmacists consider as a true necessity applying marketing in their pharmacies
− identifying how evaluate the pharmacist marketing actions of pharmaceutical products and accordance of those actions to pharmacist interests
− identifying how are conceived and applied marketing politics (products, prices, distribution, promotion and personal)
− evaluating real interest of pharmacists to learn marketing techniques and most credible source for teaching them marketing
Top lines/ briefly findings:
Speeking about marketing I could observe something that in my opinion was natural: a confusion about marketing and sales, they haven’t any clear opinion about marketing. Pharmacists are mixing together element of sales, marketing, even accounting and finance and name them marketing. Considering that they are pharmacies owners for a long time (minimum 10 years) – that’s indicate an average age about 40 years, and they conduct small and medium business – their level of qualifications in marketing is low due to lack of economic background – “when I studied pharmacy I never took marketing courses”. Some of them have studied before 1989 or in the early 90’s so that “economic courses I have attended were completely inappropriate for today economic reality”.
In terms of business, their development on the market was somehow natural due to expanding the pharmaceutical market. Almost all pharmacies have grown due increasing demand both aspects:
quantitative – population is more preoccupied for improving health (more medical visits, more medical prescription, more attention to OTC claims); in big towns is now a larger number of citizens (larger quantity of sold drugs), population has a better access to medical services – due to higher economic power in the big cities and medical care improvement (more private medical cliniques, more specialized medical equipment for an early trace of a disease) and qualitative - the intensive communication between pharmaceutical producers and pharmacists as prescribes and sellers (producers are interested in offer many information about products and marketing support in order to be present in as many possible point of sales); larger options in terms of variety of treatments for a disease – that increase the quality of pharmaceutical services offered, large addressability of pharmacies offer – cosmetics and dermato-cosmetics, personal care, baby care etc.
Actions done in order to expand their business: adapting the offer to the local demand, the development of a relation with loyal clients and local prescriptors, other services (eg., dermo-cosmetic consultance, contraceptive advices, AT measurement).
First of all pharmacists have a high degree of awareness about their importance in terms of being “the final link” of medical services. They are the ultimate piece of a whole system (medical one) who can correct any wrong element/ wrong prescription “if I, as final link of whole medical system, I don’t observe and correct any mistake in a prescription, could be even a disaster for the patient, as he can even die”. The pharmacist consider final clients “not customers but patients”. Those patients have particular need and demands.
Sometime poor educated patients or low income patients try to substitute medical advice to the pharmacists ones and create a difficult situation because “I can’t refuse to give an advice – is not a professional attitude, but in the same time I can’t substitute the medical doctor, is not professional attitude…and the patient is low profile, and he has less access to medical services…”
This dual role of? put the pharmacist in a very fragile position as economic player because “I can only sale drugs – I’m not a seller but my life depend on my profit”. They have survive only finding an delicate equilibrium between medical and economic role “sometimes I give short medical advices”, “I refuse to sale drugs when I observe mistakes and I strongly recommend another visit to the medical doctor in order to correct prescription”, “I try to adapt my offer to the local conditions”, “when I know patient for a long time I give drugs even without medical prescription”.
Deeply aware about their lack of economic education, despite any exact information about what really marketing means, pharmacists are open to any economic area (including marketing) that affords them to develop their business. Need for an economic approach of pharmacies came especially from big threats represented by large chain pharmacies – “they are very well organized; they invest large sum of money in developing a fidelity program; they invest large sum of money in interior design; they have power to negotiate better financial agreements with en-gross distributors; they can support marketing actions together with the producers; they offer various secondary services”.
Marketing actions powered by pharmaceutical producers and distributors are considered to be appropriate and normal to the activities developed by pharmacies “it is normal to do such actions (communication and promotion for pharmaceutical products) for their products”, “we can’t do this alone”, “if they want to have better sales they must help us in order to increase their sales”. In the same time when comes to cooperation to such marketing actions, owner of small and medium pharmacies admit that is difficult for them to participate in other ways than offering to the patients medical information and promotional materials (eg., leaflets, posters, samples if case) and using the branded materials put at their disposal (eg., shopping bags,
from National Insurance House but we sell some drugs included in national health program and we must pay the drugs to the distributors from our own money ”
Marketing mix isn’t a known concept that so all aspects concerning about marketing policies are empirical.
− Product policy depends in most cases to the area where is pharmacy is placed. When is nearby policlinics are a lot of drugs according to medical specialities located there (eg., cardivascular drugs in case of 2 cardiologists nearby), “I have an homeopat nerby…and I’m selling inclusive homepatic products, is a good opportunity for me”. When it is a hospital, due to the lack of specific drugs and para-pharmaceuticals in romanian hospitals pharmacies offer missing products and basic care products (soap, shampoo, dental care products). Although the population profile from the neighbourhood is important in establishing product policy, “I have my pharmacy in a poor area/ predominant elder people, my clients can’t afford to pay expensive products”, “only pharmacies placed in a intense pietonal traffic area can have all kind of products: drugs, para-pharmaceuticals, cosmetics, dermato-cosmetics, baby care”, “only young people from my area buy care products from my elder people buy it from other places, is not familiar for them to buy such products from pharmacy”.
− Price level for prescription drugs (RX) is estabilished by the Ministery of Health. Only OTC (non-prescription drugs) and the rest of products can be object for a price policy and that is depending on public profile in the geografical area where is placed the paharmacy, same as product policy.
− Place /distribution policy intervenes only in case of minichains due to strictfull legislation for selling drugs, “we can’t sell RX drugs outside the paharmacy, is illegal” Decision to open other location is now restricted by large expenses and great competition especially large towns “now is more than 1 pharmacie at 7000 citizens and we can’t get approval for a new location. It is only a posibility: to buy an old pharmacy and relocate this, but is a very expensive action”, “another solution is to open a pharmacy outside the town”
− Promotional policy is bounded to promotions of producers and distributors.Seldom they copy an ideea from big chans “a have seen an “anti-flu kit”at Sensiblu and I made one from less expensive drugs in my pharmacy, it wasn’t a bad idea”. They like promotional idea but consider that is to expensive for them to communicate through classical media channels and “you can’t copy every move of big chains, isn’t fair and interesting”
Conclusions and recommandations
All interviwed pharmacists were interested in aquiring economic knowdleges, especially marketing ones in order to obtain a competitive advantage. In most cases thay can’t ask that objective clearly, due to the lack of economic educations, but each of them is aware about importance of selling techniques and marketing.
Pharmacists need for informational presentations and discussions by industry representatives and others speaking on behalf of a pharmacy provide valuable scientific and educational benefits. That could be although an opportunity for economic universities offering post-graduate programs special designed for
Pharmacists need for informational presentations and discussions by industry representatives and others speaking on behalf of a pharmacy provide valuable scientific and educational benefits. That could be although an opportunity for economic universities offering post-graduate programs special designed for