Essay on Walgreens Marketing Plan

10668 Words 43 Pages
Marketing Project: Walgreens Company

Table of Contents
Introduction………………………………………………………………………….3
Market Situation/External Analysis………………………………………………..3
Current Industry…………………………………………………………………….3
SWOT Analysis………………………………………………………………………4
Major Changes and Trends…………………………………………………………6
Key Success Factors……………………………………………………………….…8
Marketing Strategy………………………………………………………………….9
Segmentation Strategy……………………………………………………………….9
Target Market Description and Strategy…………………………………………..13
Positioning……………………………………………………………………………15
Marketing Mix Strategy………………………………………………………….….18
Marketing Objectives………………………………………………………………..18
Product Strategy……………………………………………………………………..21
Pricing Strategy……………………………………………………………………...23
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4). In many areas, especially inner cities, Walgreen is often the sole establishment within a neighborhood giving it exclusive access to the customer base. Walgreen’s numerous stores give the company a large asset base from which it can borrow against in times of economic distress and periods of acquisition such as the Duane-Reade buyout. A large chain means a large pool of resources including inventory, talented employees, and knowledge via networking.
Walgreens endeavors to provide convenience in its stores by offering drive-through service, all-night hours, snacks, photofinishing, greeting cards, and general merchandise in addition to medications. Walgreen employees are loyal and the company strives to keep their loyalty by taking such measures as making the stores handicapped accessible for workers as well as customers.
Weaknesses.Walgreens is getting more involved in its customers’ welfare. Through in-store clinics, the company is providing such services as treatment for minor injuries, vaccinations, and physical therapy. These activities raise concerns about company and individual employee liabilities to the patients. Decisions involving malpractice insurance and who pays, employer vs. employee, will have to be addressed. In 2009 Walgreens sought the help of an outside marketing and promotions firm called PublicisGroupe's Arc Worldwide. Before hiring this service, Walgreens had never used an agency to help with in-store layouts

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