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Graham's Pharmacy: Traditional Care, Modern Solutions
內容大綱
In 2012, Graham’s Pharmacy opened to offer more traditional pharmacy services and counselling in contrast to franchise pharmacies. The business was the brainchild of a pharmacist and entrepreneur with a strong commitment to the pharmacist profession. Located in the heart of the historic business sector of Kingston, Ontario, Graham’s Pharmacy had taken over a historic building that formerly housed a bank. The pharmacy was intended to improve the quality of life of its clients through prevention and active engagement, rather than merely through the passive and mundane role of a pill dispensary. However, the pharmacy needed to be profitable if the vision was to be fully realized. Although the founder was confident in the capabilities of his team, and that a market existed for a pharmacy that provided personalized service and advice, he wondered how to market the business in light of competition from much larger rivals.
學習目標
This case is intended for use in marketing and business strategy courses at the undergraduate and graduate levels. It presents readers with several issues that are common to start-ups attempting to implement a new business model in a competitive marketplace. After completing this case, students will be able to<br><ul><li>understand the marketing environment and appreciate the challenges of starting a business in a competitive market;</li><li>recognize the unique marketing challenges faced by small businesses and highlight the links between the four Ps (price, product, place, and promotion) in formulating effective marketing decisions;</li><li>discuss relational and transactional aspects of delivering products and services; and</li><li>discuss the critical issues involved in evaluating new business opportunities, and how new businesses can sustain a competitive advantage in competitive markets.</li></ul>