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Improving the distribution activities of a pharmaceutical company based on marketing logistics (based on materials from “Medical Center “М.Т.К.” LLC of the corporation “YURiA-PHARM”)
(Khmelnytskyi National University, 2025) Bai He
The first section of the work reveals the basics and features of the practical application of marketing logistics in the activities of enterprises, namely: a comparative analysis of traditional and logistical management concepts is carried out, the components of marketing logistics are characterized, and the concept of the marketing logistics system is substantiated. The second section analyzes global and Ukrainian trends in the pharmaceutical market, the main financial indicators of the economic activity of LLC “Medical Center “M.T.K.”, marketing activities and distribution structure of the enterprise. The third section examines the regulatory support for the transportation of medicines, conducts a marketing audit of the distribution routing of LLC “Medical Center “M.T.K.” in the Khmelnytskyi region, and suggests ways to increase the efficiency of the enterprise’s distribution activities. The results obtained in the form of proposals were implemented in the business activities of “Medical Center “M.T.K.” LLC in the Khmelnytskyi region.