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Alliance Boots Pestel Examination Business Essay

The global pharmaceutical industry has been overwhelmingly changing within the last decade creating thorough globalization and increased competitiveness. The global market stocks are creating new issues for pharmaceutical companies building up the consolidation of the world pharmaceutical industry through alliancing and acquisitions as a proper orientation for global pharmaceutical companies.

Many global companies including pharmaceutical believe alliance can not only create understanding but will also create successful proper collaborations capable of creating more global connection opportunities and integration with other markets.

The aim of this article is to explore Alliance Boots future strategic directions.

Organisation Background

It is a multinational company with strong acceptance and reputation among the leading pharmaceutical and beauty companies on the globe. Alliance Boots earnings is more than 22. 5 billion in excess; it also offers various outlet stores in more than 20 countries.

Alliance Boots main areas of business are pharmaceutical and beauty, developed in 2006 as a merger Boots Group and Alliance UniChem and just lately a global merger with Walgreens.

The company main goal is to help its customers to appear and feel better than ever, by providing exceptional customer and patient good care with great value because of its customer.

Product brands

Alliance Boots Pharmaceutical Wholesale Department is experiencing an instant development and global sales; the company believes that its product advancement and development competences are some of the resourceful factors, which allow the company to build up new and existing products for global consumption. Some of these products are, No7, Soltan and Botanics, 17, Almus and Alvita which were efficiently launched in recently.

Organisation Structures

Alliance Boots have over 185, 000 employees and numerous pharmaceutical retailers. The aim of the company is to work strongly with maker of pharmaceutical, beauty and health products and use experienced pharmacists to provide services to their customers. Alliance Boots headquarters is at Zug Switzerland.

Alliance Boots Strategy Options

It is important that when a worldwide business organisation would like to adopt a sustainable development strategy for its products and brands, such strategy needs to be relevant across a variety of different product types, also needs to be flexible to cope with the rapid turnover of products.

Alliance Boots also think that:

The strategy also must be robust in order to have the ability to cope with the key three routes where products are released at Alliance Boots(own make, third party way to obtain Alliance Boots brands and proprietary brand).

Its strategy must definitely provide leadership on where and exactly how advancements and such improvement must be commercially successful.

Marketing strategy

Alliance Boots believe by putting its customers first for all those its pharmaceutical and beauty products with remarkable quality and service at a competitive cost will help the company to achieve excellent profitable margins in the global competitive market. Its unique strategy will also help Alliance Boots with continue earnings growth by using a balance of strong global sales progress.

Ansoff's Matrix

Ansoff's Matrix is a distinctive marketing tool, which provides strategic alternatives to business organisations in order to achieve the objective for development. Ansoff's Matrix has for main categories namely:

Market penetration: Market penetration creates a good avenue for a firm like Alliance Boots to sell existing products into existing market segments. It's important for Alliance Boots to carrying on promoting its product with the new features and good quality. That is supporting Alliance Boots to get heavily and target more on research and development in new general market trends creating more syndication channel.

Market development: Alliance Boots uses Market development as a rise technique to sell its existing products into new market segments, including new geographical market segments; for example product exportation to a fresh country. In addition, it includes new product packaging new distribution channels (e. g. Boots Pharmacy stores across UK and providing via e-commerce and email order). Its capacity to target new market makes Market development a unique strategy.

Product development: Alliance Boots uses Product development as progress strategy creating a distinctive avenue for its business to add services into existing pharmaceutical markets with great expectation that they can gain more customers and market talk about. Such strategy may require the development of new features and requires Alliance Boots to develop altered products, which can appeal to existing marketplaces.

Diversification: Alliance Boots Diversification strategy allows the company to diversify easily to some other geographical market. In 2012, Alliance Boot bought Nanjing Pharmaceutical Company Small; Nanjing has a solid market position and operating circulation centres in 12 metropolitan areas and across eight provinces in China. Such diversification into China Pharmaceutical market now makes Alliance Boots, as the greatest shareholder is Nanjing Pharmaceutical Group Limited creating new products and opportunities in the Chinese language market.

Alliance Boots SWOT Analysis

Alliance Boots Swot analyses are:


Alliance Boots has an outstanding and long-standing romance with all its customers.

The company also offers a strong historical reputation for everyone its quality, using nectar card to assemble customer intellect.

Availability of Boots Pharmacy stores everywhere in the UK and Europe.


Due to strong competition with other pharmaceutical companies in the global market, Alliance Boots is battling to handle the increased competition on the market.


Alliance Boots continue to use the internet opportunity to keep increasing its occurrence by using online shopping to transact using its domestic and global customers.

Using it shops advantage across the global market such as Boots Pharmacy to make the right products with right combination of price and promotion to achieve the firm's seeks of long-term progress.


The major hazard to pharmaceutical companies including Alliance Boots is the federal government higher taxes on the purchase price on treatments that Alliance Boots and other suppliers must deal with.

Porter's Five Forces:

The five causes of Porter can be used to make an research and attraction of business organisation structure the following:

Supplier Electricity: It takes on important role in competitive push, more suppliers one can greatly increase y bargaining power with these suppliers. For instance, Alliance Boots efficiently bargained with over 80 suppliers to lower prices of some of the drugs they sell over the counter in 2007.

Buyer Electric power: Increasing customer commitment is a means of reducing the energy of the buyer, the introduction of nectar cards by Alliance Boots is ways to prize its customers. As a result of this, it allows the purchasers to save significantly. In addition, it allows Alliance Boots to fully capture useful information and monitor consumers purchasing practices.

Threats of New entrants: There has been huge increase in the amount of new entrants in the pharmaceutical marketing making difficult for Alliance Boots to develop in the manner the company needs. For instance, Tesco is planning various new supermarkets across Britain that could restrict Alliance Boots capacity to broaden. This poses a genuine threat, meaning Alliance Boots need to change its marketing strategy with likelihood of minimizing prices through advertising.

Threat if swap:

In order to save lots of money many businesses should outsource their products and service to some other company at an inexpensive cost. Alliance Boots didn't outsource its products and services; instead, the company IT department could make changes in the way customers pay for their products by swapping its traditional till machines to touch screens capability offering customers a faster way to look on their own.

Competitive Rivalry:

This impacts many businesses in conditions of price competition and products identification. For example, other rivals available like Lloyds Pharmacy, Superdrug are expanding rapidly. Because of this, Alliance Boots are constantly increasing its stores marketing strategy making its products less expensive and available all around the UK and continue to provide outstanding customer service.

Alliance Boots PESTEL Analysis

Political Factors: Various political decisions can have a huge impact in the business operate and its own performance. Including the impact of federal UK policies on the business enterprise allowing some major supermarkets to open up numerous pharmaceutical stores within their stores. The government believes that such plan will increase NHS services and improved upon healthcare. Such move will not help Alliance Boots, instead, it'll create an enormous competition, which will eventually make Alliance Boots to lessen its products prices and operate for longer hours.

Economic Factors: The global financial recession is badly impacting every business sector including medical care, with many businesses suffering. There's been a huge upsurge in the costs of global healthcare affecting the way customers spend and how much they would like to spend in buying medical care products especially Beauty products. In addition to this, the rising fuel prices also have a huge impact in the supply chain channel of Alliance Boots resulting in an overall price increase increasing prices and transferring over the price to consumers.

Social Factors: the costs of its The cultural factors is creating more awareness about how exactly everyone should take care of himself or herself through, exercise, eating habit, kind of food that is wonderful for the body and many more. For example, federal campaign that is promoting healthy eating (eatwell. gov. uk 2012 online) consequently in the speedy increasing degree of obesity within the UK (Section of health 2012 online). Such information is increasing Alliance Boots sales by encouraging its customers to try its much healthier products at a cheaper price than others.

Technological Factors: The evolution of internet is assisting online retail sales, Alliance Boots is making use of the internet technology to its advantages with internet is now generating more than a third of most income for Alliance Boots products and services.

Alliance Boots Centre for Development is investing hugely for the introduction of inventive products and solutions that concentrate on:

Ways to diagnose treat and keep an eye on key aspects of health, beauty and wellbeing.

Providing positive support to ageing products and working very hard to produce services.

Environmental Factors: Many countries are actually committing to renewable energy ever than before due to the risk of global warming is becoming possible, Many companies like Alliance Boots have been told to experiment with key role in minimizing carbon footprint and increasing energy efficiency (Bream 2008). Because of this, Alliance Boots will have to spend more on greener products (offering of organic healthy product) and lowering their impact of carbon footprint on the environment.

Legal Factors: There are various legal issues that are facing the way companies operate globally, for example, Alliance Boot Cases include program to European Court docket of Justice in love-making discrimination case of Neath versus Hugh Steeper Small. New regulations keep emerging every day especially on healthy product and drinks, which indicate Alliance Boots will have to be more cautious about it packaging and labelling regulations, which is extra financial liability on the Alliance Boots.

Globalisation Drivers

The drivers of globalisation can be labeled into

Market Drivers:

Increasing travel create global consumers

Growth of global and regional channels

Establishment of world brands

2. Cost Drivers:

Fast-tracking technical innovation

Transportation and circulation channel

3. Federal government Drivers

Reduction of tariff barriers and non-tariff barriers

Privatisation in previously state-dominated economies

4. Competitive Drivers

Strong go up in global strategic alliances with others.

Rise of new competitors with intension to become global competitors

Future Strategic Partnership

Walgreen Co. , US major drug store chain is the latest future proper partnership and way that Alliance Boots is taking. Under this new strategy, Alliance Boots and Walgreen Co are bringing together the advantages and proficiency of both companies to make the first global pharmacy-led, health and wellbeing enterprise.


In order for Alliance Boots to keep its global occurrence and continue being one of dominant forces in the Pharmaceutical companies, listed below are the radiant future strategic way that Alliance Boots must take because of its business.

Delivering of new ground breaking medical research using another era technology.

A new global approach to marketing by sponsoring various happenings related to wellbeing of Alliance Boots customers.

Expansion of basic merchandise runs which in return will create sales with better growth potential and efficiency.


In conclusion, strategic management with an ardent market concentrate is a drivers to create a successful future globalization and merger processes of pharmaceutical industry. The greater the strength of the competitive individuals, the greater the inclination for a business to globalise.

Alliance Boots is constantly on the internationalise its key product brands, selling them to marketers, unbiased pharmacies and retail partners including online shopping sites globally.

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