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In order to remain competitive in the market, the retailers have to adapt some strategies in order to differentiate their business from others. In this report, the strategies adapted by two retailers; Boots and Superdrug based in the same market sector and segment have been compared. The report also evaluates the retail strategy as well as the implementation of those strategies in the light of its competitive environment. Both the retailers are present in the United Kingdom. In the end, both the retail businesses are compared using the SWOT analysis with the intention to provide a clear view of the business. The aim of this comparison is to analyze which retail business is more effective in today’s competitive environment and the strategies adapted by which of the two retailers are better than the other. BOOTS Boots is the one of the most recognizable businesses in United Kingdom. Being established in the 1849, the company has a strong heritage and wide range of products offered to customers. This is the main reason why the company is very well regarded by the customers. Boots is a very reputable brand in UK as well as in other parts of the world. It could be said that Boots in itself is a very strong brand and it owns several strong sub-brands as well which includes No.7, Soltan and Botanics. Boots is the member of Alliance Boots which was formed in the year 2005 to face the rising competition in the market. The alliance has helped the business to become the UK’s leading pharmacy and beauty retailer. With the merger, the company has remained focused on its philosophy of treating the customers fairly and equally. Moreover, the company has been expanding its offerings to further improve its profits. (Taylor, 2012a). MARKET SECTOR AND SEGMENT The market sector in which the company operates is the retail business and provides the customers with variety of products. The products being offered by the company includes; Health and beauty Personal care Cosmetics and toiletries Baby care Dental care Bathroom toiletries Hair care Men’s toiletries Pharmacy services Skincare Perfumes Paper products OTC medicines (Bized, 2009) The company’s market segment is based on demographics; age. The company aims to provide the mature women; that are more health and beauty conscious, and would pay higher price than normal to look young and beautiful again. The company also provides the male customers with products to enhance their looks and to remain smart and handsome even at the maturity age. EVALUATION OF RETAIL STRATEGY IN LIGHT OF COMPETITIVE ENVIRONMENT Boots strategies to deal with the environment External environment or factors influence the businesses of retailers as well (Lusch, Dunne, & Gable, 1990).. Therefore it is important for retailers to formulate strategies to manage their external environment (Oldfield, Ian, & Malcolm, 2000). The strategies to deal with the environment adapted by Boots are as follows Strategies to deal with the Political factors To deal with the political environment, the company always looks for flaws in the business and creates contingency plans for their vulnerability. The company also employs rigorous planning for the identification and assessment of political environment in order to remain ahead of schedule. Boots aims to operate in countries that are politically stable therefore the company does not actually face many problems from the
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The paper focuses on product and marketing strategies of a cosmetic and beauty products retailer, Superdrug based in United Kingdom in its bid to make a foray into emerging markets like India. Superdrug is an established retailer in United Kingdom through conducting its operation via 900 stores.
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