This Case is about MARKETING
PUBLICATION DATE: July 01, 2013 PRODUCT #: NA0256-PDF-ENG
In order to address rivalry from U.S. chains, owner-pharmacists pursued collective action, including forming purchasing groups and in 2009, they collected Alliance of Community-Based Pharmacy Owners. Among the two goals of the Alliance was to train consumers on how “patriotic” and valuable it was for them to purchase at community-based pharmacies instead of U.S. chains. The other was to help Alliance members (pharmacists) to enhance the abilities needed to handle their companies and face outsiders. By December 2011, but the Alliance was just surviving because of the dearth of adequate members. If it was to become the organization, its creators planned a fresh tactical roadmap for the Alliance was wanted.