Walgreens' Product Launch

Paper Summary:

This paper presents a product launch for Walgreen's explansion into Canada. The plan presents a situational analysis that includes a SWOT analysis, a detailed marketing strategy, a discussion of financials and a look at control measures. The paper attempts to provide an understanding of what makes the company one of the leading drug retailers and pharmacy benefit managers in our markets.

Outline:
Executive Summary
Situation Analysis
Marketing Strategy
Financials
Controls
Conclusion

From the Paper:

"Walgreens drugstore is a leading national drugstore retailer, with over 6,000 locations in 48 states and 73 locations in Puerto Rico. The chain's first store was opened in 1901 in Deerfield, Illinois, and it was a full service drugstore. Over the years, Walgreens has sparked innovation of the growth of drug stores by making changes to make the customer experience convenient, while providing outstanding customer service. Based on the success of Walgreens in the United States and Puerto Rico, our company is now looking to expand into the Canadian market. At the same time, we will be reintroducing the nostalgic soda fountain experience in our stores to attract and retain customers."

Sample of Sources Used:

• Bertini, M. & Walthiew, L. (2006) The framing effect of price format. Harvard Business School Retrieved on August 4th, 2009 from http://www.hbs.edu/research/pdf/06-055.pdf
• Keller, K.L., & Kotler, P. (2007). A Framework for Marketing Management (3rd ed.). Upper Saddle River, NJ.: Prentice-Hall.
• Keller, K.L., & Kotler, P. (2006). Marketing Management (12th ed.). Upper Saddle River, NJ: Prentice-Hall.
• Marketing Teacher LTD (2000). Introduction to Marketing Communications. Retrieved
• August 10, 2009, from Http://www.marketingteacher.com/Lessons/lesson_marketing_ communications.htm

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