Estrategia Integral Comercial para optimizar la rotación de productos OTC en bodegas Y farmacias de Tegucigalpa, aplicable a Laboratorio FANTO
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2026-07-01
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Universidad Tecnológica Centroamericana UNITEC
Resumen
La presente investigación tuvo como propósito diseñar una estrategia para optimizar la rotación de productos farmacéuticos de venta libre (OTC) en bodegas y farmacias de Tegucigalpa, aplicable a Laboratorios Fanto. Con un enfoque mixto y alcance exploratorio-descriptivo, el estudio se desarrolló entre mayo y junio de 2026 mediante la aplicación de 16 cuestionarios y 4 entrevistas semiestructuradas. Los resultados evidenciaron que el precio y el margen de ganancia son los principales factores que influyen en la rotación de productos, con niveles de aceptación superiores al 80%. Asimismo, se confirmó la efectividad de las promociones comerciales, el material POP, la impulsión y el marketing digital. Se concluye que una estrategia basada en precios competitivos, mayor visibilidad en el punto de venta y respaldo comercial permitirá a Laboratorios Fanto fortalecer el posicionamiento y la sostenibilidad de sus productos en el mercado tradicional.
The purpose of this research was to design a strategy to optimize the turnover of over-thecounter (OTC) pharmaceutical products in convenience stores and pharmacies in Tegucigalpa, applicable to Fanto Laboratories. Using a mixed-methods approach and an exploratory-descriptive scope, the study was conducted between May and June 2026 through the administration of 16 questionnaires and 4 semi-structured interviews. The results showed that price and profit margin are the main factors influencing product turnover, with acceptance levels exceeding 80%. Likewise, the effectiveness of sales promotions, point-of-purchase (POP) materials, product promotion activities, and digital marketing was confirmed. It is concluded that a strategy based on competitive pricing, greater visibility at the point of sale, and commercial support will enable Fanto Laboratories to strengthen the positioning and sustainability of its products in the traditional market.
The purpose of this research was to design a strategy to optimize the turnover of over-thecounter (OTC) pharmaceutical products in convenience stores and pharmacies in Tegucigalpa, applicable to Fanto Laboratories. Using a mixed-methods approach and an exploratory-descriptive scope, the study was conducted between May and June 2026 through the administration of 16 questionnaires and 4 semi-structured interviews. The results showed that price and profit margin are the main factors influencing product turnover, with acceptance levels exceeding 80%. Likewise, the effectiveness of sales promotions, point-of-purchase (POP) materials, product promotion activities, and digital marketing was confirmed. It is concluded that a strategy based on competitive pricing, greater visibility at the point of sale, and commercial support will enable Fanto Laboratories to strengthen the positioning and sustainability of its products in the traditional market.
Palabras clave
Comportamiento del Consumidor, Productos OTC, Rotación de productos, Trade Marketing