The paper presents a SWOT analysis of the competitive environment of Kazakhstan pharmaceutical market. Identified the strengths and weaknesses of the consumer market of medicines in our country
Key words: SWOT analysis, competitive environment, risks, pharmaceutical companies
Introduction. Continuous development and changes of the situation on the pharmaceutical market in the world, including the Republic of Kazakhstan, lead to constant uncertainty and volatility of the market environment. Pharmaceutical organization is constantly in threat of loss of material or financial resources and rejection of the economic result from the forecasted level.
Keywords: pharmaceutical market, risk drugs.
The purpose of research : Development marketing concepts that define all the elements of the problem and the causal relationship between them and convert the risks to the success of the entrepreneur.
Modern pharmaceutical market is one of the fastest growing and profitable sectors of the global economy. This situation explains the importance of pharmaceutical activity, which is aimed at improving and maintaining the health of the citizens of the Republic of Kazakhstan. Providing the population with drugs, maintaining an optimal health state of each patient satisfaction with pharmaceutical and economic needs of the end user, the operation of pharmaceutical organizations at various levels, the organization of work in the main links of the distribution system always involves the presence of certain risk management.
Results and discussion. Pharmaceutical market is characterized by the basic functions and features, the laws of any market, but at the same time has its own characteristics, which are caused by the specifics of product distribution, from production to sale of the drug. At this stage of our work is carried out content-analysis study of the problem. To begin with, we define the concept and nature of the risk in the pharmaceutical business. Risk in the pharmaceutical company is the occurrence of spontaneous and serious threats (both internal and external) to any entity that occupies a niche product and provides a market segment or object which it operates. When carrying out a comparative analysis between any kind of goods and the drug, it becomes clear that the latter requires special attention in the implementation, because there is a risk even after the holidays, taking into account the possible side effects that can lead to the damaging outcome if you are hypersensitive consumer (patient). With regard to the pharmaceutical market, the two main types of risk can be identified: professional and entrepreneurial. Professional risk causes the costs of profession, which arise as a result of work and in turn, is divided into two types. Here are a few examples of personal and occupational exposure and risk toward the patient:
For example, a pharmacist retail executives who daily inform the public about medicines and its properties, directly in contact with gets sick consumers, and therefore, may get sick more often during an influenza than the pharmacist who is performing department manager functions of procurement, which has its own risks, such as: blurred vision after prolonged use of the computer or the occurrence of scoliosis due to a sedentary lifestyle during operation.
Another kind of "occupational risk" in relation to the patient may also have its consequences. For example, if the dosage is given incorrectly, it could lead to the emergence of medication overdose, which has to put a question about the professionalism of the expert, but here it is impossible not to take into account the human factor, which is often the case in the retail pharmacy organizations.
Legally occupational hazards in the pharmaceutical activities are reflected in the regulatory acts - legal acts
Thus, the risk in the field of drugs, medical devices, MT is associated with a probability of harm to human life or health as a result of the production, manufacture, importation, sale, application does not meet the requirements of RK PM law, medical devices, MT, taking into account the degree of its severity consequences. It is also noted assignment of controlling subjects to different groups of risk.
Table 1 - Characteristics on groups of pharmaceutical subjective risks.
Types of risk
For high-risk group in the field of drugs, medical devices, MT allocated to organizations that carry out manufacturing, wholesale distribution, stationary, ambulance and air ambulance, the activities in the field of blood service.
For moderate-risk group includes organizations that are engaged in the production, retail sales, outpatient care, engaged in the organization of rehabilitation treatment and medical rehabilitation activities in the field of HIV and AIDS.
For low-risk group includes, organizations that are engaged in the implementation of state standards of good practice activities in the field of forensic medicine and pathological anatomy, sanitary and epidemiological welfare of the population.
Business risk - more characterize managing pharmaceutical entity, which also has its own characteristics and ways of solving the problems of threats.
In accordance with the Constitution of the Republic of Kazakhstan (26th cent.), Every citizen of our country has the right to freedom of entrepreneurial activity, and free use of his property for any legal entrepreneurial activity 
In this regard, an entrepreneur in the pharmacy organization needs to know about all kinds of risk in a particular area, the basic tools and the laws of the pharmaceutical market, where it acts as an intermediary, at the same time being both buyer and seller. Here, the demand can not always obey the laws of the market, as the need arises of medicines in the event of different types of diseases.
Conclusion. Thus, as a result of research, for the first time it will be developed marketing concepts that define all the elements of the problem and the causal relationship between them and convert the risks to the success of the entrepreneur.
LITERATURE IN RUSSIAN:
- . Сборник законодательных и нормативно - правовых актов, регулирующих фармацевтическую деятельность в РК, Шымкент - 2010 г., 364-365 стр.
- .Менеджмент и маркетинг в фармации ., Ж.М. Арыстанов, А.Т. Токсеитова , Алматы -2016 Изд. Эверо., 192 с.
- .Менеджмент и маркетинг в фармации ., Ж.М. Арыстанов, А.Т. Токсеитова , Алматы -2016 Изд. Эверо., 110 с..