Invar changes its strategy in the Russian market
National pharmaceutical company Invar adopted a new business strategy for 2015. Key changes will affect areas influencing the company's competitiveness in the OTC market. In particular, Invar will focus on strengthening long-term partnership with leading pharmacy chains of Russia and will implement FMCG-tools into its work.
To implement the strategy, the company changed its organizational structure, validated its business processes, and strengthened the staff with functional managers and pharmacy representatives, while adopting a new marketing and commercial policy and starting a large-scale introduction of IT-systems to track the needs of the end consumer and improve the quality of customer service.
The new business structure will ensure flexibility and efficient interaction among different functions at Invar. Today, the company's structure includes business units that take care of customers, and business partners that assist them in doing this. Within the commercial function, a pharmacy chain department was opened that will work with the company's key customers. The company's management team was strengthened by experts who will develop Sales and Logistics.
The company's mission remains unchanged since the moment of its incorporation: finding innovative solutions to bring health to as many people as possible. We provide millions of Russian people with access to European quality products. We analyse the market on a regular basis in order to understand which tools and methods can help us reach our goal. Today, such opportunities exist for us in the OTC market, says Invar General Director Alina Zolotareva. "We are prepared to respond to crisis phenomena in the market by improving our work and increasing its efficiency in order to satisfy today our customers who are used to European products, and in the next year to offer them new solutions for health."