HEC-Ecole de gestion de l'Université de Liège
HEC-Ecole de gestion de l'Université de Liège

Comment optimiser la stratégie de prix de la première pharmacie belge en ligne

Henrion, Tanguy ULiège
Promotor(s) : Cadiat, Anne-Christine ULiège
Date of defense : 21-Jun-2017 • Permalink :
Title : Comment optimiser la stratégie de prix de la première pharmacie belge en ligne
Author : Henrion, Tanguy ULiège
Date of defense  : 21-Jun-2017
Advisor(s) : Cadiat, Anne-Christine ULiège
Committee's member(s) : Peere, Isabelle ULiège
de Moerloose, Chantal ULiège
Gobbesso, Jérôme 
Language : French
Number of pages : 116
Keywords : [en] pricing strategy, e-commerce, price setting, pricing model, competitive pricing, value based pricing, cost-based pricing, dynamic pricing, psychologic pricing.
Discipline(s) : Business & economic sciences > Marketing
Institution(s) : Université de Liège, Liège, Belgique
Degree: Master en sciences de gestion, à finalité spécialisée en Marketing
Faculty: Master thesis of the HEC-Ecole de gestion de l'Université de Liège


[en] Newpharma is a Belgian online pharmacy operating on several markets such as Belgium, France, Holland and Germany. They sell pharmaceutical and para-pharmaceutical products on the Internet and deliver the parcel to the patients. They position themselves as Belgian leader and compete on the other international markets to gain market share and rank the top-3. To achieve their objectives, they developed a large offer for customers and want to propose the best prices.
Looking at the objectives of the company we oriented the pricing strategy to an everyday low pricing strategy. This implies a heavy control of the costs structure. In order to be able to low-price a cost domination strategy is necessary to succeed. You will observe that three main components basically influence the pricing strategy and the price setting: the customer, the costs and the competition.



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  • Henrion, Tanguy ULiège Université de Liège > Master sc. gest., à fin.


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