MKOR Consulting did the competitive analysis for Elmafarm Pharmacies chain, a project that targeted the 10 main competitors from Cluj-Napoca.

The criteria for choosing the 10 competitors were mostly geographical (present and future localization) and also based on their turnover and notoriety.


Elmafarm Drugstore

MKOR Consulting analyzed the competitive brands in their locations (mystery shopping study) and online (website, online and social media activity).

Moreover, we conducted interviews with competitors clients (at least 10 interviews), at the exit of each the 15 location analyzed, in order to find out their reasons to choose that specific brand.

The competitive analysis conclusions led to a complete picture of their strategies, and clients perception, aspects that helped shape the pharmacy chain extension strategy.


  • the pharma industry in Cluj-Napoca, România


  • Observation
  • Document analysis / desk research
  • Mystery shopping sessions
  • Structured interviews with competitor’s clients
  • Results interpretation and recommendations

About Elmafarm

Guided by the motto “it’s good that we have”, Elmafarm aims to offer customers security and professionalism. Elmafarm is more than a chain of pharmacies, it is a very well defined and structured concept, which brings a new approach to the local pharmaceutical market in Cluj-Napoca.

Elmafarm Drugstore Testimonial

Corina’s offer to collaborate came exactly at the right time, when we really needed a marketing specialist services to research our market and competitiors.

The collaboration with her team was great, the final report delivered in the established terms was exactly what we requested. I highly recommend MKOR’s services!

Personally speaking, I liked Corina, as she’s very methodical, creative, cheerful and a nice person! I look forward to future collaborations with MKOR.

— Iulian Berghian
(Management, Elmafarm Drugstores)

MKOR studies in the context of COVID-19

The COVID-19 epidemic impacts consumer behavior at unpredictable levels. In this context, MKOR consultants are constantly informed about the approaches recommended by the research community, to be able to include them in the predictions of consumer behavior.

MKOR also conducts its research projects on the impact of the coronavirus epidemic, both in the general population and in business. You can download them for free from the Public research & Whitepapers section.