Özet:

In modern conditions, aggravation of competition in the national pharmaceutical market, increase in cost of scientific developments and investments in pharmaceutical industry, raising of the level of requirements and needs of consumers of remedies, the use of the national drug manufacturers innovative approaches to the product range formation, which will ensure a stable market position of the company, economic stability and strategic development along with the maintenance of available and affordable national drugs in Ukrainian market becomes particularly relevant. Aim. Development of the product range renewal model for manufacturing pharmaceutical enterprise and its study on example of the nonsteroidal anti-inflammatory drugs segment. Methods. System, analytical and logical methods were used for analysis. Results. On the basis of systematization of results of organizational and economic, marketing and pharmacoeconomic studies of the pharmaceutical market, the product range renewal model on the manufacturing PE was developed and substantiated; it consists of five successive stages. Each stage of the given model involves research of organizational and economic orientation and determination of performance indicators. Conclusion. The developed product range renewal model on the manufacturing PE can be recommended as an effective support system for pharmaceutical organization grounded management decisions in marketing, which, we believe, will significantly reduce costs and increase the efficiency of business Author Biographies Alla Kotvitska, National University of Pharmacy Pushkinska str., 53, Kharkiv, Ukraine, 61002 Doctor of Pharmaceutical Sciences, Professor, Honored Worker of Science and Technology of Ukraine, Rector

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