Subject category:
Marketing
Published by:
NACRA - North American Case Research Association
Length: 19 pages
Data source: Field research
Share a link:
https://casecent.re/p/126412
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Abstract
The presence in Puerto Rico of US drugstore chains like Walgreens and CVS, as well as megastores like Walmart, Costco, and Kmart, led to the closure of around 30% of locally-owned community-based pharmacies between 2005 and 2011. To address competition from US chains, owner-pharmacists pursued collective action, including organising buying groups and the Alliance of Community-Based Pharmacy Owners (Alliance). The Alliance was created in 2009 for two main purposes: to educate consumers on how 'patriotic' and beneficial it would be for them to buy at locally-owned community pharmacies instead of US chains; and to help Alliance members improve the skills they needed to manage their businesses and confront outsiders. However, by December 2011, the Alliance was barely surviving, due to lack of sufficient members. Diana Gonzalez, head of the marketing team for a pharmaceutical wholesaler, had been loaned to the Alliance by her boss, Raul Rodriguez. RodrÃguez had helped launch and fund the Alliance and served on its Board of Directors. Gonzalez was charged with designing a new strategic road map for the Alliance to present to the Board of Directors.
About
Abstract
The presence in Puerto Rico of US drugstore chains like Walgreens and CVS, as well as megastores like Walmart, Costco, and Kmart, led to the closure of around 30% of locally-owned community-based pharmacies between 2005 and 2011. To address competition from US chains, owner-pharmacists pursued collective action, including organising buying groups and the Alliance of Community-Based Pharmacy Owners (Alliance). The Alliance was created in 2009 for two main purposes: to educate consumers on how 'patriotic' and beneficial it would be for them to buy at locally-owned community pharmacies instead of US chains; and to help Alliance members improve the skills they needed to manage their businesses and confront outsiders. However, by December 2011, the Alliance was barely surviving, due to lack of sufficient members. Diana Gonzalez, head of the marketing team for a pharmaceutical wholesaler, had been loaned to the Alliance by her boss, Raul Rodriguez. RodrÃguez had helped launch and fund the Alliance and served on its Board of Directors. Gonzalez was charged with designing a new strategic road map for the Alliance to present to the Board of Directors.