E-MARKETING PLAN

E-Marketing Plan of Boots plc.



E-Marketing Plan of Boots plc.

Introduction

The Boots Company is a Private Limited Company and is one of the biggest retailers situated in the United Kingdom. They are in the business of producing and marketing in the areas of beauty, health care, pharmaceuticals and photography. Boots was established in 1849 by John Boot and after him his son Jesse Boot who was just ten years of age took over with his mother.The company is a subsidiary of Alliance Boots, a parent formed in 2006 by the merger of the Boots Company plc and Alliance UniChem plc (Worksmart.org.uk, 2008, n.d).

The company has seven main operating units that range from health and beauty products to sale of car parts, home improvement, opticians' and various services related with them. Their business of selling the non-prescription drugs is by far the largest contributor of sales for the company. There are around 2,250 retail locations all around the world. The company aims to secure market leadership in the UK and build the brands growth internationally. Boots is one of the best known retail names in the UK. Boots retailing takes place through Boots stores and boots.com which supports these stores and provides customers with ample information about products and their services.The two core businesses of the organization are the -Boots the Chemists Ltd and Boots Healthcare International. Their strategy is to have leaner management team, growth of sales and profits in these core businesses through careful investments in stores, product, price and competition in services (Worksmart.org.uk, 2008, n.d). They aim to achieve operational efficiency by cutting costs and improvement through their processes.

Situation Analysis

Boots businesses are divided into seven major parts that includes chemists, retail international, opticians, Halfords, properties, health care international and contract manufacturing. The Chemists sector of Boots is a market leader in many of their healthcare, cosmetics, toiletries and photography.

Boots the Chemist Business and Digital Aspect

Boots the Chemist is the United Kingdom's leading health and beauty retailer (Motorolla.com, 2008). The company is successful in catering to 2600 outlets in the UK and Ireland.They have a total number of stores to 1,378 which consists of small, large and town stores, there are three free standing 'photo centers and 14 health centers. The business is huge with various sub-divisions and they have immense digital capability. The overall financial performance has been on the increase despite immense competition from the rivals. The profits for the financial year 2008 were £20 billion.

They have been able to achieve this by streamlining on-site communication and environment which is based on lean structure and efficiency in their average business practices. To improve their efficiency the stores service center selected Motorbo that supported long term objectives of the company. The networks cost for digital technologies was higher but it was compensated by lower set-up costs and other overheads. The main advantage of MotorBo is that it's a preprogrammed to meet the needs of the different groups. Therefore, such forms of digital technology help the ...