Alliance Boots Future Strategic Directions Organisation Business Essay

Alliance Boots Future Strategic Directions Organisation Business Essay It is a multinational company with strong recognition and reputation as one of the leading pharmaceutical and beauty companies in the world. Alliance Boots revenue is more than  £22.5 billion in excess; it also has various outlets in more than 20 countries. Alliance Boots core areas of business are pharmaceutical and beauty, formed in 2006 as a merger Boots Group and Alliance UniChem and recently a global merger with Walgreens. The company main purpose is to help its customers to look and feel better than ever, by providing exceptional customer and patient care with great value for its customer. Product brands Alliance Boots Pharmaceutical Wholesale Division is experiencing a rapid growth and global sales; the company believes that its product innovation and development competencies are some of the resourceful factors, which enable the company to develop new and existing products for global consumption. Some of these products are, No7, Soltan and Botanics, 17, Almus and Alvita tha t were successfully launched recently. Organisation Structures Alliance Boots have over 185,000 employees and numerous pharmaceutical outlets. The aim of the company is to work closely with manufacturer of pharmaceutical, beauty and health products and use experienced pharmacists to provide services to their customers. Alliance Boots headquarters is in Zug Switzerland. Alliance Boots Strategy Options It is important that when a global business organisation wants to adopt a sustainable development strategy for its products and brands, such strategy needs to be applicable across a wide range of different product types, also has to be flexible to cope with the rapid turnover of products. Alliance Boots also believe that: The company strategy is capable to cope with three main routes by which products are introduced at Alliance Boots (own manufacture, third party supply of Alliance Boots brands and proprietary brand). The company strategy is providing leadership on where and how to impr ove its products and such improvement must be commercially successful. Marketing strategy Alliance Boots believe that by putting its customers first for all its pharmaceutical and beauty products with outstanding quality and service at a competitive cost will help the company to achieve excellent profitable margins in the global competitive market. Ansoff’s Matrix Ansoff’s Matrix is a unique marketing tool, which provides strategic choices to business organisations in order to achieve the objective for growth. Ansoff’s Matrix has four main categories namely: Market penetration: Market penetration creates a good avenue for a company like Alliance Boots to sell existing products in existing markets. It is important for Alliance Boots to continue promoting its product with the new features and good quality .This is helping Alliance Boots to invest heavily and focus more on research and development in new market research creating more distribution channel. Market de velopment: Alliance Boots use Market development as a growth strategy to sell its existing products into new markets, including new geographical markets, for example product exportation to a new country. It also includes new product packaging new distribution channels (e.g. Boots Pharmacy stores across UK and selling via e-commerce and mail order). Its ability to target new market makes Market development a unique strategy.