WALGREEN'S KEY INPUTS

Walgreen's Key Inputs

Walgreen's Key Inputs

Walgreens is a leading national drugstore retailer, with 5,734 locations in 48 states and 73 locations in Puerto Rico. While Puerto Rico is a territory of the US, it can still be considered an international market. Puerto Rico is a popular international tourist attraction, so the locations located there have foreign consumers along with US citizens. Since economic trends affect a country's purchasing power, a company can marketing decisions are affected.

“Fragrances and cosmetics have always been sold in another type of retail establishment in Puerto Rico: pharmacies. In fact, local Walgreens stores generally offer a greater variety of beauty products than their stateside counterparts. 'Walgreens stores in the States do have fragrances and cosmetics, but we in Puerto Rico have more upscale lines,' said Marketing Director Edwin Rodriguez (Rosa, 2004).”Because of the purchasing power of Puerto Rico's tourists, Walgreens' cosmetics are marketed more to an upscale consumer than the regular US consumer.

Over a year ago, Walgreens entered the new market of printer cartridge recycling and refilling. This new technological trend, while beneficial to the environment, is also profitable to the company and the company's marketing decision is adjusted accordingly.

"'The response to our ink cartridge refill service has been strong,' said Walgreens photofinishing general merchandise manager John Sugrue. 'Customers appreciate having a more convenient, affordable way to get back to their printing tasks without sacrificing quality. Once people realize the service is available at a nearby Walgreens, they quickly do the numbers. For small business owners, students or anyone who prints a lot of documents or web pages, the savings can add up fast.'(GreenBiz.com [GB], 2006).”Social responsibility and ethics can also come into play when making marketing decisions. Every year Walgreens runs a charity campaign several times a year for different charities. The collection times always coincide with a month that also celebrates something in particular.

Mother's day is always celebrated in May, so Walgreens collects donations for the American Cancer Society. They will sell a paper flower, which consumers will associate with women and breast cancer. February is known as heart awareness month, so they collect donations for the American Heart Association. They sell paper hearts to remind the consumer to take care of your heart. These charitable acts are good for the community, socially and ethically. Walgreens also remembers that to get the community involve they must show they care about the community themselves.

In April ...