Evaluating the Pharmaceutical industry in Uganda using porters' five forces model
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The main objective of this research was to establish the attractiveness of the pharmaceutical industry in Uganda using Porter's five forces framework. The study determined how the attractiveness of the pharmaceutical industry is influenced by Porter's five forces with focus on the bargaining power of suppliers, bargaining power of buyers, threat of entrants, availability of substitutes and competitive rivalry within the industry. The study reviewed different literature on attractiveness of an industry and porter's five forces model.Descriptive survey research design coupled with both qualitative and quantitative methods were used. The study population of 1718 registered pharmaceuticals and a sample size of 50 pharmaceuticals dealing in manufacturing, retailing and wholesaling were used in this research. The primary data was collected using a structured questionnaire and interview guided questionnaires which were analyzed using descriptive statistics namely frequencies,mean, standard deviation and corresponding percentages. Statistical package for social sciences and Ms. excel were used as software for data analysis. The results which showed how each Porter's five forces impact the attractiveness of the pharmaceutical industry independently were presented in the table form and finally conclusions and recommendations based on results were made.