INTEGRATED MANAGEMENT

AN ORGANIZATIONAL DIAGNOSIS IN A PHARMACEUTICAL BUSINESS

Abstract

This study aims to carry out an organizational diagnosis in the administrative sector of an MPE in the pharmaceutical sector in the Municipality of Cianorte - PR. It is assumed that management that integrates the areas of marketing, sales, finance and costs can enhance the results of an organization. The research was carried out using a qualitative approach, and data collection included interviews, observations and documents. Data analysis was performed using the content analysis technique. The main results indicate that there were no pre-defined strategies and plans for the areas of marketing and sales, however, the personal relationship with customers was highlighted, culminating in their loyalty. Due to the lack of a satisfactory organization in the financial area and the manager not knowing the total expenses that imply in the price of the product, difficulties were perceived in drawing up competitive strategies. As a result, the contribution margin and break-even point of the best-selling products were estimated, providing information for strategic decisions on the product mix and pricing. Improvement actions were recommended for marketing and sales, such as expanding the use of social networks; as well as a SWOT analysis and a financial control worksheet, showing an overview of the pharmacy's operating environment and enabling a better organization of finances. It is concluded that the integrated management of these sectors is essential to leverage the business. The results of this research contribute to the academic area, by promoting research in the area, and professionally, by evidencing measures to improve management.