Ergo-Iconical Value Positioning Strategy to Improve Pharmaceutical Company Performance
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Abstract
The pharmaceutical distribution industry in Indonesia is currently growing rapidly with the increasing number of Large Pharmaceutical Companies (PBF), both state-owned companies, private companies and foreign companies that acquire private companies. The number of large pharmaceutical companies in Indonesia according to BPOM data in 2018 is 2,232 PBFs. This makes competition and competition tighter to get distribution appointments from drug principals or manufacturers and to become distribution companies that become market leaders. Another impetus is the increasingly tight distribution margin pressure caused by the government's lower pricing for BPJS products so that drug principals or manufacturers reduce distribution fees to distributors and there is competition for lower distribution fees. Some of these factors make large pharmaceutical companies must be able to manage company operations properly and have a competitive advantage in order to survive and become the distributor of choice for principals and customers. Currently, there are quite a number of large pharmaceutical companies that cannot withstand the pressure of the distribution fee margin and have resulted in the pharmaceutical company going out of business.
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How to Cite
Purnomo, B., & Andriyansah, A. (2024). Ergo-Iconical Value Positioning Strategy to Improve Pharmaceutical Company Performance. ProBisnis : Jurnal Manajemen, 15(2), 28–36. Retrieved from http://ejournal.joninstitute.org/index.php/ProBisnis/article/view/477
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Andiyanto, F., Miyasto, M., & Sufian, S. (2017). Analisis pengaruh orientasi pasar dan inovasi terhadap keunggulan bersaing dalam rangka meningkatkan kinerja bisnis. . . Jurnal Ekonomi Dan Bisnis, 1(1), 1-20., 1(1), 1–20.
Andriyansah, A., & Rulinawaty, R. (2023). Performance of Local Government Regulations During the Pandemic to Improve the Economic Value of City Image in South Sulawesi. Media Ekonomi Dan Manajemen, 38(1), 1–14.
Andriyansah, Fatimah, F., Ginting, G., & Pudjiarti, E. S. (2024). RECIPROCAL PRICING STRATEGY TO IMPROVE MSME PERFORMANCE. EDUVEST – Journal of Universal Studies., 4(4).
Andriyansah, Fatimah, F., Hidayah, Z., & Daud, A. (2020). Meningkatkan kinerja pemasaran hotel dengan memanfaatkan nilai pelayanan ergo-ikonik. Jurnal Bisnis, Manajemen Dan Perbankan, 6(1), 63–68.
Andriyansah, Ginting, G., Pujiwati, A., Hidayah, Z., Sylvana, A., Irmawaty, Sunarsih, N., Maesaroh, I., Pujiastuti, S. L., Nasoha, M., Subekti, R., & Praningtyas, E. R. V. (2024). PRESKRIPSI MENULIS KARYA ILMIAH (Untuk mahasiswa Program Sarjana pada PTJJ) (I. Geraldina & F. Fatimah (eds.); 1st ed.). CV. Diva Pustaka.
Andriyansah, Kusumawardhani, A., & Suharto. (2019). Can consumer image be manifested in product quality and referral behavior? Another evidence from tourism destinations. Quality - Access to Success, 20(169).
Andriyansah, Zahra, F., Santorry, Parwati, N. M. S., Kurniawan, S., Simanjuntak, R. H., Siallagan, H., & Mulatsih, R. (2017). Does accounting control system boost marketing capabilities? International Journal of Civil Engineering and Technology, 8(8), 209–216.
Chen, J., & Lamberti, L. (2021). Luxury brands’ positioning strategies in emerging markets: The case of China. Journal of International Consumer Marketing, 33(2), 139–153.
Damarwulan, L. M., Farida, N., & Andriyansah. (2018). The role of quality of entrepreneurial networking and responsiveness to global business environment in improving the marketing performance of indonesian exporting SMEs. Quality - Access to Success, 19(165), 91–97.
Fandika, H., Andriyansah, & Syamsuddin, F. R. (2024). Adaptasi Karyawan UMKM terhadap Perubahan Lingkungan Bisnis untuk Meningkatkan Kinerja. Jurnal Penelitian Inovatif, 4(2), 491–498.
Handayani, S., Anggraeni, A. I., Andriyansah, Suharnomo, & Rahardja, E. (2017). Analysis of antecedent and consequence of employee engagement in small and medium-sized enterprises in Central Java, Indonesia. European Research Studies Journal, 20(3), 500–510.
Hooley, G., Nicoulaud, B., Rudd, J. M., & Lee, N. (2020). Marketing strategy and competitive positioning. Pearson UK.
Iyer, P., Davari, A., Zolfagharian, M., & Paswan, A. (2019). Market orientation, positioning strategy and brand performance. Industrial Marketing Management, 81, 16-29, 81, 16–29.
Kotler, P., Armstrong, G., & Opresnik, M. O. (2021). Principles of Marketing (18th Globa). Pearson.
Kusuma, T. W. (2015). Penerapan Strategi Pemasaran Yang Tepat Bagi Perusahaan Dalam Meningkatkan Volume Penjualan Pada PT. Hikmah Cipta Perkasajakarta. Jurnal Riset Mahasiswa Ekonomi (RITMIK), 2(1).
Madhani, P. M. (n.d.). Competitiveness and Sustaining Performance : Integrating Sales and Marketing. 19–37.
Mohsen, K., Eng, T. Y., & Nicholls, J. A. F. (2020). The role of market orientation in developing positioning strategies for the SMEs in UK. Journal of Strategic Marketing, 1–21.
Mostafa, R. B., & Arnaout, J. P. (2022). Positioning strategies for green products: Perspectives from an emerging market. Business Strategy and the Environment, 31(3), 1290–1307.
Mulatsih, R., Andriyansah, & Soesanto, H. (2017). Corporate image of bus rapid transit antecedent customer repurchase intention. International Journal of Applied Engineering Research, 12(18).
Nguyen, H. T., & Tran, T. T. (2023). Effective positioning strategies for health supplements in the Vietnamese market. Journal of Consumer Marketing, 40(3), 285-297.
Ningsih, E. Y., Ginting, G., & Andriyansah, A. (2022). ANALISIS PEMANFAATAN SISTEM APLIKASI DARI SEGI PENERIMAAN USER: TECHNOLOGY ACCEPTANCE BASED MODEL. Jurnal Pendidikan Ekonomi (JURKAMI), 7(3), 339-351.
Nurhayati, S., & Andriyansah. (2024). Pengembangan Konsep Green Oscillations untuk Meningkatkan Produktivitas. Jurnal Penelitian Inovatif, 4(2).
Ozcan, T., Kocak, A., & Oflazoglu, S. (2023). Positioning in the digital age: The need for flexibility. Journal of Business Strategy, 44(1), 31–40.
Patel, K., & Shah, R. (2023). Positioning strategies for established drugs: Insights from the Indian pharmaceutical industry. Journal of Pharmaceutical Marketing & Management, 34(2), 89-103.
Pudjiarti, E. S., Andriyansah, A., & Amsar, A. (2023). THE INFLUENCE OF COMPETENCE AND INCENTIVES ON EMPLOYEE PERFORMANCE AT MIKHALYA TUPPERWARE. Jurnal Darma Agung, 31(2).
Rismawati, S. E., & Mattalata, S. E. (2018). Evaluasi Kinerja: Penilaian Kinerja Atas Dasar Prestasi Kerja Berorientasi Kedepan ((Vol. 1)). Celebes Media Perkasa.
Riswndari, E. (2020). Peran Corporate Governance Sebagai Pemoderasi Hubungan Antara Knowledge Management Dengan Kinerja Perusahaan. Wahana: Jurnal Ekonomi, Manajemen Dan Akuntansi, 23(1), 24–34.
Setiawan, B., Aryanto, V. D. W., & Andriyansah. (2019). Does eco-innovation improve marketing performance? Quality - Access to Success, 20(170).
Simamora, B. (2020). Modeling goal-directed choice quality: A university context. International Review of Management and Marketing, 10(5), 35.
Siswanti, I., Sitepu, C.N.B. Butarbutar, N., Basmar, E., Saleh, R., Sudirman, S. Mahyuddin, M. Parinduri, L., & Prasasti, L. (2020). Manajemen Risiko Perusahaan. Yayasan Kita Menulis, 2020.
Sumarni, S., Andriyansah, & Suryanto, A. (2022). Improving ‘TAS’Performance With Competence, Implementation of SOP, Work Environment and Utilization Of Ergo-Iconic Service Value. SKETSA BISNIS, 9(1), 53–72.
Wadud, M. (2018). Analisis Strategi Generik Porter Kajian Perusahaan IKEA: Teknik Analisis Tows (Konsep, Teoritik dan Empirik). Jurnal Ilmiah Ekonomi Global Masa Kini, 9(1), 50–60.
Wijaya, L. D., & Simamora, V. (2022). Pengaruh Kapabilitas Teknologi Informasi Dan Kapabilitas Inovasi Terhadap Strategi Dan Dampaknya Terhadap Keunggulan Bersaing Umkm Kuliner. Jurnal Ilmiah Akuntansi Dan Bisnis, 7(1), 51–65.
Yen, H. Y., Wang, E. S. T., & Morrison, A. M. (2022). Untangling the effects of ethical positioning and sustainable practices on brand equity in the fashion industry. Journal of Cleaner Production, 330, 129817.