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1 What kind of market structure is involved for the sale of medicines and vitamins? 2 What can be said about barriers to entry in this market? 3 Might there be a change in market structure after the change in the law?

1 What kind of market structure is involved for the sale of medicines and vitamins? 2 What can be said about barriers to entry in this market? 3 Might there be a change in market structure after the change in the law?

Principles Of Marketing
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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unregulated, comparable products are markedly cheaper. Richard Hyman, chairman of the Verdict retail research consultancy, said: 'This is a market made for supermarkets. Medicines are small, they fit on shelves and supermarkets are going to make a lot of noise about the great prices that they will be offering. Soon medicines will become like any other product and be part of the weekly shop.' John Vickers, Director-General of Fair Trading, said: 'This is excellent news for consumers, who will now benefit from lower and more competitive prices for Questions 1 What kind of market structure is involved for the sale of medicines and vitamins? 2 What can be said about barriers to entry in this market? 3 Might there be a change in market structure after the change in the law? 4 Explain the disadvantages of the abolition of resale price maintenance (RPM) for this market. 5 When RPM was abolished for book sales in 1995, the same concerns as those expressed in the above case were voiced. Since then, 10 per cent of bookshops have gone out of business. What conclusions might this help you to draw regarding the future of small pharmacies? common household medicines. Consumers will save many millions of pounds a year.' The Proprietary Association of Great Britain, which represents medicine and food supplement manufacturers, said it was disappointed. 6 How does the rise of the Internet affect this situation?
Transcribed Image Text:unregulated, comparable products are markedly cheaper. Richard Hyman, chairman of the Verdict retail research consultancy, said: 'This is a market made for supermarkets. Medicines are small, they fit on shelves and supermarkets are going to make a lot of noise about the great prices that they will be offering. Soon medicines will become like any other product and be part of the weekly shop.' John Vickers, Director-General of Fair Trading, said: 'This is excellent news for consumers, who will now benefit from lower and more competitive prices for Questions 1 What kind of market structure is involved for the sale of medicines and vitamins? 2 What can be said about barriers to entry in this market? 3 Might there be a change in market structure after the change in the law? 4 Explain the disadvantages of the abolition of resale price maintenance (RPM) for this market. 5 When RPM was abolished for book sales in 1995, the same concerns as those expressed in the above case were voiced. Since then, 10 per cent of bookshops have gone out of business. What conclusions might this help you to draw regarding the future of small pharmacies? common household medicines. Consumers will save many millions of pounds a year.' The Proprietary Association of Great Britain, which represents medicine and food supplement manufacturers, said it was disappointed. 6 How does the rise of the Internet affect this situation?
Case study 8.2: Price cuts for medicines its opposition to a High Court action brought by the Office of Fair Trading. The OFT had sought the abolition of resale price maintenance in the industry, exempted 30 years ago from general price-fixing rules to try to ensure the survival of small pharmacies. There are 13,500 pharmacies in Britain, of which 9,000 are small shops serving local high streets and Chemists at risk as prices are slashed12 BY NIGEL HAWKES, HEALTH EDITOR Big price cuts on a wide range of medicines and vitamins were promised by the supermarket chains yesterday as 30 years of price-fixing were swept aside. Many popular products, including painkillers, cough medicines, indigestion tablets and nutritional supplements are being halved in price from last night, Buckley said that he believed there was insufficient with reductions of between 20 and 40 per cent on rural communities. The action group backed out after Mr Justice many others. The Office of Fair Trading called it excellent news for consumers but the body representing small pharmacies said that many would close, threatening community services. The big supermarkets trumpeted 'millions of pounds-worth of savings' as they competed to offer the biggest reductions. At Asda, a packet of 16 regular elderly, disabled and young mothers who rely on the Anadin will be 87p, instead of £1.75, and Nurofen tablets will cost £1.14 for 16, rather than £2.29. proof that a large number of independent pharmacies would close, or that the range of products would be reduced. But the group's chairman, David Sharpe, said that the outcome would be a devastating blow. 'Many pharmacists will simply not be able to survive given the buying power and aggressive pricing of the supermarkets' he said. 'It's a sad day for Britain. The potential losers are the free advice and range of services offered by the local pharmacist. We'll fight on and hope remain loyal.' The changes will cover about 2,500 products sold without requiring a doctor's prescription, and will have no effect on prescription drugs or on cosmetics sold by pharmacists. Prices are likely to fall even lower as competition grows. In the United States, where prices are public will Reductions at Tesco included a 40 per cent cut in Anadin Extra, to £1.29 for 16, while Sainsbury's matched the Asda price for Nurofen, and reduced Seven Seas Evening Primrose Oil from £5.59 for a 60-pack to £2.79. The cuts came after the Community Pharmacy Action Group, representing small retailers, withdrew
Transcribed Image Text:Case study 8.2: Price cuts for medicines its opposition to a High Court action brought by the Office of Fair Trading. The OFT had sought the abolition of resale price maintenance in the industry, exempted 30 years ago from general price-fixing rules to try to ensure the survival of small pharmacies. There are 13,500 pharmacies in Britain, of which 9,000 are small shops serving local high streets and Chemists at risk as prices are slashed12 BY NIGEL HAWKES, HEALTH EDITOR Big price cuts on a wide range of medicines and vitamins were promised by the supermarket chains yesterday as 30 years of price-fixing were swept aside. Many popular products, including painkillers, cough medicines, indigestion tablets and nutritional supplements are being halved in price from last night, Buckley said that he believed there was insufficient with reductions of between 20 and 40 per cent on rural communities. The action group backed out after Mr Justice many others. The Office of Fair Trading called it excellent news for consumers but the body representing small pharmacies said that many would close, threatening community services. The big supermarkets trumpeted 'millions of pounds-worth of savings' as they competed to offer the biggest reductions. At Asda, a packet of 16 regular elderly, disabled and young mothers who rely on the Anadin will be 87p, instead of £1.75, and Nurofen tablets will cost £1.14 for 16, rather than £2.29. proof that a large number of independent pharmacies would close, or that the range of products would be reduced. But the group's chairman, David Sharpe, said that the outcome would be a devastating blow. 'Many pharmacists will simply not be able to survive given the buying power and aggressive pricing of the supermarkets' he said. 'It's a sad day for Britain. The potential losers are the free advice and range of services offered by the local pharmacist. We'll fight on and hope remain loyal.' The changes will cover about 2,500 products sold without requiring a doctor's prescription, and will have no effect on prescription drugs or on cosmetics sold by pharmacists. Prices are likely to fall even lower as competition grows. In the United States, where prices are public will Reductions at Tesco included a 40 per cent cut in Anadin Extra, to £1.29 for 16, while Sainsbury's matched the Asda price for Nurofen, and reduced Seven Seas Evening Primrose Oil from £5.59 for a 60-pack to £2.79. The cuts came after the Community Pharmacy Action Group, representing small retailers, withdrew
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