Walgreens Analysis

Walgreens St straygy Analysis Retailing MKTG 3740 B April 7, 2013 I. History and Mission Statement Walgreens has cock-a-hoop from a small, neighborhood-oriented medicate monetary fund to a indisputable, national pharmacy. Founded in 1901 by Charles R. Walgreen, the lodge bloomed from a commission made to perseverance. Walgreen came from Dixon, Illinois at the age of sixteen, bringing an unpleasant job at a medicine enclose after he lost a portion of a finger that left him incapable of act a c arer in athletics.He left with an ambition of entrepreneurship as the flourishing city of Chicago welcomed him with the easily-fixed pharmacy business. Devoted to his goal, Walgreen worked his way through gaining experience and financial stability within the growing industry. His work experience through jobs with different pharmacies allowed Walgreen to analyze the strengths and weaknesses in their business operations. Focusing on the gaps in serve and the needs by clients that we re non being met, Walgreen had an chance to capitalize on the industrys shortcomings by opening his own pharmacy.After earning enough money to put a down payment on a loan for the store that he was working in at the time from Isaac Blood, Walgreen finally owned a store in a great location just south side of Chicago in a prosperous area. He renovated the space, employed a colleague, broadened the selection of products offered, and priced at a fair rate to improve efficiency. One of the differentiating strategies that Walgreen implemented was through utilizing his development of the two-minute drill.This service allowed a local client to travel to Walgreens store, request an item, and have it delivered by one of Walgreens handymen within two minutes of the customer calling. The good reputation of his service spread quickly among the community. The next chapter in Walgreens store innovation and hawkish edge was his idea to sell hot food items during the winter, cooked by his wife, Myrtle Walgreen. The trend of that time for galore(postnominal) businesses was to have a soda fountain that served cold drinks and milkshakes, which Walgreen also served during the hot summer months.His approach to customer service carried through to winter months with the hot food serving, while his competitors failed to keep up with what would pillow slipually become an essential part of medicate store business. Walgreens store was growing at a steady pace. By 1929, he had 525 operating stores, 633 in 1975, and hit one thousand open stores in 1984. Today, Walgreens opens around 425 new stores, on average, each year. Through the companys mission statement, Walgreens strives to be the most trusted and innovative pharmacy with health and wellness solutions and serve consumers crossways the U.S. Walgreen set out to service of process bulk get well and stay well. With constant innovations in engineering science and customer satisfaction, the company is expected to relate to soar. II. Key events that shaped the company Over the past century, at that place have been economic conditions, smorgasbords in demographics, technological advancements, and competitive pressures that Walgreens has had to face and overcome. The first major event that shaped the company was the featuring of the soda fountain in the store in 1909, which lead to the introduction of the malted milkshake that became an Ameri give the bounce icon.Although a minor satisfaction at the time, the milkshake attributed to the fruit of the company overall. The next event to affect the company hit hard. The huge Depression was a difficult time for most businesses and legion(predicate) were dying out and closing. Walgreens, though compromising itself, was able to push through this time by implementing the value of selling. Through smart advertising and innovations in customer service, Walgreens not only survived the depression but also was able to help by employing workers and added to i ts volition of always being able to adapt to the changing times.After the death of Charles Walgreen in 1939, his son alsok over the hot seat position in the company. Fast-forwarding to the next signifi cornerstonet even in 1950, when Walgreens opened its first small, self-service store. This event is representative of the innovation and move toward the incoming that Walgreens will continue to see. A jump to 1975 is a grade of importance as the company reached $1 billion in net gross revenue. In 1999, Walgreens. com opened, religious offering a convenient shopping experience for its customers online.Today, them most influential growth dodge Walgreens has implemented is the partnership with bond certificate Boots to form the worlds first pharmacy-led enterprise. The two brands coming together will position Walgreens for growth in the long-term by transforming Walgreens drug stores into a community, daily living destination while expanding across new avenues of markets and reinv enting cost structures. III. Key Financial Data The financial highlights from the income statement of Walgreens Co. n 2012 include a net sales figure of $71,633 one thousand thousand a decrease of 0. 8% from the previous year. Net sales combined with a cost of sales of $51,291 million lead to a gross profit of $20,342 million again, down from the previous year by 0. 7%. A net earnings comparison shows a 21. 6 % decrease from $2,714 million in 2011 to $2,127 in 2012. Some in-store sales figures help explain close to declines with a prescription(prenominal) sales decrease of 3. 1% and front-end sales increase of 3. 6%.These key financial figures represent a trend in diminishing profits for Walgreens in prescription drugs for the past fiscal year, but a growth in front-end sales, which is an indicator of pharmacy- tie in issues. IV. The drug store industry analysis As an industry that has been around since the late 19th century, the drug store is comprised of staples and pharmaceutic als retailing. History of the industry recalls the first drug store being opened in 1823 and strictly worked with pharmaceuticals under the first registered pharmacist. As the tores became more than frequent and customers needs grew for different products, the industry transitioned into including staple items. Today, the average retail products include (but not limited to) prescriptions, food, cosmetics, toiletries, and tobacco products, but dominate in the pharmaceutical department that holds the highest profit. Chain drug stores flowingly possess the great market share in the industry when compared to independent stores and the majority are incorporated at 76% of all drug store firms. Among the top tercet company chains are CVS, Walgreens, and Rite Aid.This share within the industry is highly competitive with demand growing. V. The future of drug stores With demographics changing, especially within the U. S. , the future of drug stores is expected to transform their product offerings. A shift to concentration on prescription drugs sales, as the general public grows older, will be responsible for a decline in products that are no longer demanded as staple items (ex. sweetheart aids and fragrances). A growing trend seen in the current market is self-diagnosis and self-treatment along with the addition of generic drug sales.Customers are being offered a generic drug alternative for a begin price and are becoming more inclined to self-treating without the help of a pharmacist. An another(prenominal) movement towards the future includes implementing advancements in technology. Many stores currently use self-serve checkouts and photo printing booths. Advancements in electronic prescription filling and straying refills online are playing a big role in development. Therefore, a broader depth of target market research and differentiation in product offering ground on research results may be beneficial to the survival and growth of the drug store industry.V I. organise analysis of Walgreens Strengths and weaknesses Walgreens, as mentioned before, is one of the leading examples of winner within the drug store industry. A sustained need for improvement and adaptation to the changing market keeps Walgreens alert and attentive, in step with customer wants, which serves as one of its major strengths. The past 3 decades for Walgreens have been those of growth and exceeding competitive sales. The use of technology incorporated in Walgreens store operations allows the company to receive and analyze real-time sales data and customer interaction.Systems such as the POS (Point of Sale) and RFID (Radio Frequency Identification) generate up-to-date information on impact of sealed store displays on sales and record marketing data needed to maximize profits. In order to serve customers more effectively, Walgreens offers convenient services online, such as photo printing and prescription call-ins. The capital punishment of technology as a tool fo r tracking data and servicing is another strength of the company. Walgreens offers a trueness program to its customers to further improve on customer satisfaction.The reward program, called Balance Rewards, is a point-based constitution that gives discounts and coupons to customers whenever they use the loyalty card and earn points. Many ways to earn points include filling prescriptions, get certain items in-store and online, using the mobile app to purchase items, and a Steps with Balance Rewards that tracks when the customer is living a healthy lifestyle. The customer can redeem his or her rewards for more coupons and discounts on future purchases. While the success of Walgreens is prevalent, weaknesses within the company prevent Walgreens from reaching perfection.A major weakness and concern for the company is opening too many stores. This may seem strange, considering the growth in demand for more stores is perceived as a positive characteristic, but cannibalizing their own m arket at the growing pace could lead to a host reduction in sales and revenue by stealing customers from their current top selling stores. As Walgreens is always adapting to its market and looking for new opportunities, an important factor to look into would be limiting how many new stores they are opening and evaluating their product portfolio. Threats and opportunitiesThreats are inherent in any business. Competition would not be possible without external threats. The biggest threat to Walgreens is the rise in grocery store and supermarket discounters. Before, drug stores competed against other drug stores and pharmacies in a highly competitive market. Now, stores like Target and Kroger are offering prescription drug services and are able to do so at a discounted rate. Since these stores carry a much larger assortment of products and more SKUs than a typical drug store, they wage at lower costs and charge a cheaper price.The current economic state poses a threat to businesses ev erywhere. Within the drug industry, the cut from Medicaid in 2007, by $3. 6 billion, impacted many pharmacies and affected the sales of generic drugs in the U. S. Today, uncertainty around the long-term viability of the Affordable Care Act is threatening the insurance industry, or at least the affordability of coverage. Currently, round half of the states in the U. S. are refusing to participate in the new insurance transform program, which is driving insurance rates up drastically.Moving away from the challenges of business, opportunities also present themselves within the industry. One opportunity that Walgreens may be looking into is how to market more towards the generation it has been growing with the baby boomers. This market is the general population that is now getting older and has the most experience with Walgreens. As this generation ages, their needs change and require different products. More prescriptions for aging health issues need to be filled and less beauty supp lies are being purchased, for example.The opportunity to transition and focus on this particular market could benefit Walgreenss sales. Further prospects for Walgreens includes going global. International business opportunities offer drug stores an entire new market, which if executed correctly, can be a major growth possibility. Its easy to oversaturate a market when operated domestically, as is the fiber is for Walgreens in the U. S. , so expanding past our borders to different nations may be a prospective move for the company. If there was only one opportunity Walgreens should take on, it would be most important to increase the sales of non-prescription items.Although marketing towards the older generation and profiting from more prescription fills is demanded, incorporating the sales of items that people will buy, as a related product to their main purchases, will boost profit. VII. Competitors strengths and weaknesses Walgreenss biggest competitor is CVS (Convenience, Value, a nd Service). CVS Caremark is the largest, most gainful drug store/ retailer in the U. S. Strengths CVS Caremark operates under three different retailing segments the CVS pharmacy, Caremark pharmacy services, and its MinuteClinic.Under these three segments, CVS is able to offer its customers lower prices, loyalty programs, cover over two thousand healthcare plans, and operate a walk-in clinic service. Through their services, CVS is able to hold the strongest market share at almost 20% of the prescription drug market. It also has one of the largest loyalty programs for customers more than 500 million customers who use the loyalty card through the Extra Care program. CVS has made substantial investments in technology and incorporating it into their programs.The companys strengths have lead them to push a revenue of over $100 billion and net income of $4 billion. Weaknesses The only complaints to come from a customers point of view at CVS is that the store uniformity varies occasional ly, meaning one CVS store may be too different in product offering than another CVS store, which confuses some customers. The employee turnover rate is also higher than ideal for a large company operating many stores, meaning focus should include keeping employees happy with more benefits. VIII. Key arguing comparison SimilaritiesBoth Walgreens and CVS have loyalty programs that they use to reward customers and offer valuable customer data. Using a customer rewards program to offer coupons and discounts builds loyalty to that companys brand and image. This bonus schema has worked well for both companies. However, they differ in the way each one works. At CVS, when a customer purchases octuple items in one transaction, the reward points/ coupons are split amongst the items within the one transaction. The customer receives more incentive with each purchase whereas at Walgreens, the reward is based on the number of transactions only.A customer can purchase the same number of items i n each store, but receive more reward points/ coupons at CVS. Differences When compared to CVS, Walgreens carries more of a mom and pop store reputation, which benefits their image. The companys stores are all linked, do it easier for customers to get prescriptions filled at any Walgreen store, which is an advantage over CVS. Walgreens also offers prescription labels and in-store advertising in other languages and is open 24 hours in many locations across the U. S. , another incentive that CVS does not offer.These characteristic traits represent Walgreenss commitment to pleasing its customer and fulfilling needs. CVS is differentiated from Walgreens through store layout and product offering. CVS stores are known to be larger and customer more customer-friendly in space and appearance than Walgreens. CVS has also brought in more net revenue, over $100 billion as compared to Walgreens at $75 billion, leading by about $25 billion. As mentioned earlier, Walgreens has seen a diminishin g performance, financially, while CVS is rising. IX.Recommendations The first recommendation for Walgreens to move towards pause sales and profits in the future would be to capitalize on the baby boomer generation. As explained before, this would require readjusting the marketing platform to appeal to more prescription sales and aging health products. This strategy has potential for short-term and long-term growth. The second recommendation would be to become aware of cannibalizing its own market. This strategy would lessen the investments in real estate space being made currently.Instead of opening more and more new stores each year, the company should focus on evaluating and expanding the current services in each living store. Innovations in store layouts and product differentiation in the existing stores may help individual store sales and not oversaturate the market with too much of the same thing. The final recommendation for Walgreens is to enhance its customer service throu gh the convenience factor. Developing more online services will help also help the aging generation as it becomes more difficult for them to get in a car and case to a brick-and-mortar store.This kind of innovation is what customers like to see in businesses and the company will be benefiting from the multichannel strategy. X. References CVS Caremark . (n. d. ). CVS Caremark . Retrieved April 7, 2013, from http//info. cvscaremark. com/ scalawag Through Our Past Page 4 Our History Walgreens. (n. d. ). Welcome to Walgreens Your Home for Prescriptions, Photos and Health Information. Retrieved April 7, 2013, from http//www. walgreens. com/marketing/about/history/hist4. jsp