MARKETING CHALLENGES AND PROSPECTS OF SELECTED PHARMACEUTICAL MANUFACTURING COMPANIES IN ETHIOPIA: THE CASES OF EPHARM, CADILA AND APF

Abstract

The pharmaceuticals industry is defined as all those who contribute to the discovery, creation and Supply of pharmaceuticals products and services, including prescription medicines and vaccines. Generic medicines companies are in the middle of an unprecedented growth opportunity arising from the large number of patent expirations of high revenue medicines. This is giving the sector access to larger and more lucrative markets. Pharmaceutical production in Ethiopia involves secondary manufacturing of generic drugs. This involves combination of various active ingredients and processing of bulk medicines into dosage forms. Even if the Ethiopian pharmaceutical market is growing around 85% of the medicines are imported from different parts of the world.This study assessed marketing challenges and prospects of local pharmaceutical manufacturing companies in Ethiopia focusing on EPHARM, CADILA and APF. Information was gathered through self administered questionnaire to manufacturing companies marketing employers, wholesalers and pharmacies. In addition interview was made with the three companies marketing managers. It was found out that local products have price advantage over imported ones while their biggest challenge is customers/consumers negative perception about local pharmaceutical products.