Marketing and the Health Care System (Walgreens Boots Alliance)
Walgreens Boots Alliance, abbreviated as WBA is an American company with its base in Illinois. WBA owns Boots, Walgreens, and several other pharmaceutical companies worldwide. The company was formed in 2014 when Walgreen bought Alliance Boots (Guinzoni, 2015). The merger dictates that WBA should have three Divisions namely: Retail Pharmacy USA, Pharmaceutical Wholesale, and Retail Pharmacy International, which includes Alliance Healthcare. Currently, the company provides multiple products, ranging from cosmetics to generic prescription drugs (Annabel and Scrymgeour, 2016). WBA serves more than twenty countries at the moment. This paper analyses various aspects of the marketing strategy of this company ...
