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Strategic evaluation documents of Boots


This Strategic evaluation documentation of Boots was come up with, in order to give a detailed overview of the firms background, financial position, and services provided. The document seeks offer an in-depth SWOT examination outlining critical decision making procedures. In conjunction with the SWOT analysis, a Porters Five Power research was done, this is to point out the business's competitive position.

Management Summary


Boots is the United Kingdom's leading pharmacy-led beauty and health company. It offers branches both on the international market spanning as far as China and main land Europe. The business offers a full range of products mainly in its beauty and Pharmacy sections to its customers. Boots has its No. 7 brand that is very popular amongst its customers which really is a unique product to the business. The business boast a very good working relationship using its manufacturers and pharmacists. Boots got into into a joint venture with Alliance Unichem to create Alliance Boots in 31st July 2006. Their main emphasis is on pharmacy health, beauty retailing and inexpensive pharmaceutical products.


This project aims to verify Alliance Boots also to give an overall picture of the business's proper position. An research was done using the SWOT approach, outlining the business's (Strength, Weaknesses, Opportunities, Risks), it offers a comprehensive summary of the company's position. The Porter Five Pressure model was use to determine the company's competitive advantages. The report also seeks to describe the impact than it on the organizations procedure and the competitive advantage it includes.


The finding of the article was a collection of data from an array of sources. It is therefore concluded that, Alliance Boots investment in IT/IS show significant expansion in the company's performance and income. Its potential to outsource its IT and Human Recourse Department gave the company the energy to give attention to what mattered more, its customers,

The key findings of the statement are the pursuing.

  1. Boots is a respected beauty, healthcare, optical professional and pharmaceutical business not only in britain.
  2. By outsourcing it's IT and Individuals Resource department, Boots focuses on delivering high grade service to all or any its customers which is the important aspect of computer business.
  3. IT/IS has been the driving a vehicle power behind the success of Alliance Boots, the launch of trainable touch monitors tills were a recognizable addition.
  4. Alliance Boots has rolled out its Customer Benefits Card, and can maintain its customers purchasing behaviors and monitoring the products and services and particular band of customer purchases

Report Structure

Management Summation: Describes the article structure and shows some key results.

Introduction: Includes the business's back ground and historic information. Also providing details of the items they feature and their budget.

Strategic Evaluation: That is an in-depth SWOT (Durability Weakness Opportunities and Threats) research.

Competitive Research: This chapter gives details of the business's competitive advantage among its rivals using the Ported Five Push model.

Impact of IT/IS: This section provides an over view about how IT/IS impacts the entire operation on the company and the competitive benefits it has on its competition.

Conclusion: Generally summaries the entire report.

References: Sites materials that were found in the actually record, to add websites, journals, and other literatures.

Appendix A: Shape 1 shows a chats which displays Britain's favourite retailers 2007 per category by (TNS World panel)



The origin of Boot's will go as far back as 1849 when it began by John Shoe. He opened up the Uk and North american Botanic Establishment in Goose Gate in Nottingham UK. It had been form 1871, that John's kid Jesse incorporated the family name, that was exchanged as M & J Herbalists.

Boots have been a thriving business until the middle 1990's, it includes however, been faced with attached competition, several mergers, new investment, plus some companies restructuring. Boots success depended on its proactive and reactive methods to the rival contests it faces in that time of uncertainty. It was for those reason mentions that they (Boots) sorted the assistance of freelance marketing researcher Amy Silverston.

A 7 billion merger was later announced by Boots in Oct 2005 using its rival Alliance Unichem. This merger shaped an alliance called Alliance Boots that was a respected distributer in pharmaceutical and professional medical products. This was a major increase for the boots brand on continental Europe. Boots, at the time of merger experienced 1, 400 pharmacies while Alliance Unichem had 1, 200 with 68, 000 and 33, 000 employees respectively. Alliance Unichem has stores in Italy, Switzerland, UK, the Netherlands and Norway.

The merger also found new projects by the alliance between Boots and Alliance Unichem. Boots ventures in to areas such as laser beam eyes surgery, Chiropody and dentistry. It was reported that move like these caused a fret to examination and buyers as they make an effort to fend off competition from grocery retailers and market providers in key marketplaces. In the end they were not so successful.

In spite of all troubles, Boots have impressed both the market and its customers. Its brands solely equates to quality and always keeping its customers in the centre of their business.

Main Products sold

Health or pharmacy products

  • These compatible 25 % of the business's total sales.

Beauty and Toiletries

  • Boots is the leading UK shop in several selective cosmetic brands.

Baby Products, Food and Photography

  • Baby related products are best for increasing 'sports' ( this is a term found in the retail industry for the number of person stepping into the store)
  • Items of food for individuals with special eating needs
  • Offers a variety digital cameras and print capacities from storage area cards

Opticians, Dental products and WELLBEING Services

  • Dental care can be an progressively growing service made available from boots
  • The Boots Wellbeing beauty treatment centres were shut down in 2003
  • Offering some eye care over the UK

Main Brands

  • The boots brand is highly associated with health insurance and beauty. Its No. 7 brand premiered in 1935. Also to night out is the leading aesthetic brand in the united kingdom.
  • Over the counter customer health products owned or operated by Boots Professional medical International. Boots offers services such as Nurofen, E45 and Strepsils.

Boots Financial performance

Boots Alliance Boots have performed very well despite rival competition. Below is a synopsis of Boots financial period ending March, 31st 2009.

Over all Earnings for 2008 financial year

  • Boots income including talk about of affiliates and joint projects, was up by 15% to over 20billion
  • Trading profits, which include share affiliates and joint projects gone up 11. 6% to 95million
  • 100 million merger cost synergy target achieved 1. 5 years ahead of schedule

Health and beauty

  • Revenue up by 4. 4%
  • Trading income up 11. 6%
  • Boots UK up 3. 2%


  • This is a challenging market as it has rival competition from outside
  • Revenue up 17. 8%
  • Training up 4. 4%
  • There were some key acquisitions in France and Germany

Joint venture

  • Pre tax earnings shears profits of associates and joint ventures up 25. 0% to 75 million

Strategic Evaluation

SWOT Analysis on BOOT's current position


  • Continuous training from the staff
  • Customer purchasing behavior software
  • Boots competitive advantages could it be ongoing investment in its IT system usually concentrating on client satisfaction and retaining a lion share of the marketplace it manages in.
  • Boots USP's (unique selling points) is by the issuance of its edge greeting card so customers may have special cutting down.
  • Joint merger Alliance Unichem with have strengthen is marketing and Pharmaceutical distribution functionality, 65, 000 personnel across all its stores.
  • Operation since 1849, dominated the UK Pharmaceutical market.
  • 2009 half calendar year report an 11. 6% increase in sales 9, 006 million.
  • Has a very strong marketing and advertising scheme
  • Very efficient database system that allows for very quick querying system
  • Boots geographical location has place it in a very strong position to contend on the market it performs in, it offers 1, 400 stores across Britain
  • Always competitive price to matches its rivals range, boots typically continue to promote its 3 for 1 special on it health and pharmacy range, take great pride in its self in offering continuing quality to its customers
  • Boots is a signed up person in the Royal Pharmaceutical Culture.
  • Boots has a state of the art work inside communication system that is used in their huge ware house, a substantial investment in their IT system which has gone out options to IBM
  • Boots has an aggressive personality towards making its customers and personnel at the fore entry of their every day business
  • Excellent management composition mainly focusing on delivering on excellent customer support.
  • Identifying who is its more valuable are


  • Competition from outside rivals
  • No identifiable campaign management system


  • Continuous development of the Advantage card system
  • Seeking the best technology to supply the best service
  • Continually looking for new and flourishing markets
  • Developing a broader customer base
  • Expanding their existing global target
  • Improving their UPS
  • Boots continues to attempt market research seeking new ways to develop their products
  • A growing customer development, economies?
  • Cold season affects the sale of frosty and flu medicine


  • Environmental effects that is to say weather may disrupt transformation and delivery
  • New business growing offering similar services
  • Market demand may fall season as a faltering market job loses
  • Rising cost of new technologies
  • Competitors lowing prices
  • Like business offering the same service
  • Weak economy may cause consequent layoff
  • Fallen currency markets and the price of training
  • A weakening economy
  • The treat that the office of fair trade may not approve all their software for new pharmacies
  • Government legislations on price control



  1. Operation since 1849, dominated the UK Pharmaceutical market: That is an extremely valid point as having this dominance on the market from the inception offered boots the flexibility of the market until today. With such dominance boots could make their make.
  2. Its leading brand: Boots has its leading "No. 7 brand", including "Soltan", and their "almos" brand which is used because of its generics medications.
  3. Leading Pharmaceutical and distributing low cost: Boots has distribution and low cost businesses in a number of countries including its main stores in European countries and likewise boots also send out through affiliates in four different other countries. By doing this Boots controls a very large portion of Europe's pharmaceutical distributions business making it a leading edge before its challengers.
  4. Customer emphasis: Boots pride itself on growing experience retail and general teams which manages their individual areas. By doing this, boots creates an internal management system, controlling customers purchasing habits.
  5. Marketing and advertising strategies: Boots boast an effective and rewarding Marketing and advertising campaign.
  6. Boots operation of its edge greeting card system has revolutionized the industry, by the advantages of this system, boots have had the opportunity to capture customer buyer's patterns.


  • Boots must deal with its problem of it contact center employees, as case study done


  1. The threat of government's price on remedies is a real problem that Boots Alliance and other merchants must offer with. The challenge lays with when the federal government charges for its medications, this is specially bad when this price has to be offered to its consumers.
  2. A weak market can have very catastrophic effect on any business, Boots Alliance been market leader can be influenced by such changes. Circumstance in analysis, the 2008-2009 Rescission has seen many businesses close and even significant layoffs.
  3. Boots faces ongoing threats from competitors such as Tesco's who have been drastically increasing the quantity of stores they now have, which consequently put pressure on boots to up their game as it pertains to keeping ahead of the Pharmaceutical and healthcare business. It has induced Boots to eventually lower prices with will reduce their profit margin over time.
  4. The rising cost of new solutions will be a challenge for business wanting to expand and also to meet the fast change of technology. Boots faces the risk of rival business employing the same technologies for a cheaper and similar useful way of procedure.
  5. Factors such as overall economy, affecting inflation and rates of interest is an external danger for Boots, as in '09 2009 the interest rate drops to the all time low as 0. 5%, which affects the spending vitality of customers.


  1. One major opportunity that Alliance boots have capitalised on is swift growth of its pharmacies rendering it an instant growing business; by doing this it allows them to attain a wider customer platform allowing then to boost revenue.
  2. The aspect of revenue generation may a chance for Alliance Boots, just as the wintertime and fall conditions, Alliance Boots have seen increased sales from it chilly and flu drugs.
  3. Alliance Boots have the opportunity to recruit the best brains in the pharmaceutical as it offers one of the most respected pharmaceutical businesses in the state.
  4. The merger with Unichem and recently the merger with Dollond and Aitchison to form the second most significant optical provider in britain.

Competitive Examination on Porters Five Force

Supplier Power

Boots is definitely a solid business as it relates to the impact that is suppliers have.

Importance of the volume of suppliers: The number of suppliers you have can greatly increase you bargaining electric power with these suppliers. Case in study, in 2007 Boots acquired talks along with it's over 80 suppliers to lessen price for over the counter drugs sold to its customers. A spokesman for the company went on record as expressing that they might not back down using their position. Because of such action, one of its suppliers published to the Sunday times expressing, "they would not provide you with the company if indeed they do not retract their offer". Boots eventually was consistently given by all its suppliers with reduced price even while some had threatened to stop.

Switching Cost of Firm on the market: by freelancing its IT/IS division, boots have had the opportunity discount as IBM has not been its only service provider, though it's main dealer of its IT/IS infrastructure was IBM.

Though boots is the leading pharmaceutical supplier in the UK, it faces dangers than it suppliers having the option to market right to customers and addition to other competitors who may provide same or similar service.

Understanding Suppliers: Boots must maintain a position to understand its suppliers market it price and also its market demand. By understanding it suppliers Boots will be in a much better position throughout the bargaining desk, as was observed in these situation.

Reducing the energy of Distributor: This is achieved by building an alliance with your supplier. Boots, as it relates, is in an exceedingly strong position, as it offers numerous suppliers. Using this method, it creates a straight playing field as it relates to distribution of ability.

Buyer Power

Bargaining leverage: Boots customers have been rewarded by the company as method of their customer Benefit card. Doing this allows the buyer to save considerably and at exactly the same time allow boots to capture much needed data/information to allow them to screen consumers purchasing practices. Additionally, allowing customers to get more. So increasing customer commitment is the primary way of reducing the power of the customer.

Brand id: Boots is the united kingdom leading pharmaceutical company of healthcare needs. By doing this, it includes a uniqueness to the brands that boots provides.

Price Sensitivity: Review implies that customers normally go to the cheaper product when purchasing. Subsequently boots has always offered a competitive cost range and at the same time offered distinctive brands, which always keep the customers coming back.

Buyer Information: Boots online marketing strategy is one that is very powerful and attractive. This enables its customers to be always informed, reducing the risk of customers heading elsewhere to get the same products.

Threats of New entrants

Threats of entrance include two main factors though not limited by others. Cost and legal implications are they. Boots has been bombarded with new entrants.

An article, THE CHANGING TIMES, ('Tesco plans substantial superstore surge', 2009, 3) reported it the bottom line is it says that "Tesco is planning results of new supermarket across Britain before a suggested clampdown that could restrict its ability to expand". This is often a problem for boots as it pertains to more competition from the supermarket Tesco.

Though Tesco is a supermarket chain it offers a lot of the products that boots provides in addition to a pharmacy which boots take great pride in its self applied in. However, the competition watchdog has advised a test so that it is very difficult for businesses which have a dominant present in an area. This can be very good news for Boots as in the event that Tesco does get into the market with more excellent stores, it simply means that due to competition Boots must revisit it marketing strategy and may even have to reduce prices through advertising.

However, brand loyalty is what Boots uses as it strong point. If that was not so, Boots customers would then seek other choice seeking better brands and lower prices.

Starting up Price: Set up price will be a main factor for other businesses going into the market. However, matching to evaluation, boots is the most establishes pharmaceutical specialist in the UK. With boots constant and worthwhile advertising champagne it makes it very difficult for new Pharmaceutical businesses to enter into the market. Thought Boots offers other products, the most profitable area of the business is Pharmacy and medicine department.

New companies must invest vast sum of money to be able give Alliance Boots significant competition, which leave Boots in a strong market position.

Joint Endeavor: Boots have developed a most profitable alliance with Alliance Unichem this new venture have seen the profits of Boots sky rocketed as a result of the joint alliance. This alliance actually improved the new company's brand, and improved its marketing strategy.

Customer commitment is another way that has help Boots reduced the hazards of new entrants. Boots have a few identifiable brands that are unique to the business such as Nurofen, E45 and Strepsils. It would be problematic for new companies to enter the market and attempt to supply the same service.

Threat if replacement:

Boots have made one apparent substitution relating to Porters Five Make it was a common change. This was recognizable in its IT department when that substituted their traditional till machines to touch monitors capability.

Though customers have the choice to change, Boots offers a wide range of products allowing customers to choose in store restricting them the chance to switch from something they actually offer as oppose to heading to some other store.

There are two main factors that have an effect on a customer's decision to get a substitute product

  • Customer's loyalty could it be little or great this is widespread if customers are motivated by price.
  • How beneficial are the products that can be purchased in comparison to other products.

Boots experienced customer loyalty right from the start much like their loyalty cards; this has cultivated significantly over time.

Additionally, to reduce these snacks Boots have increased and committed to their IT/IS system, so that it is possible to keep an eye on customers purchasing patterns.

Degree of Rivalry

Of all the five makes degree of rivalry is considered to be the most competitive. It influences the bushiness in several ways price competition and brand/products id.

The depth of rivalry with pertains to Boots is quite high, with the likes of Superdrug, Lloyds Pharmacy, and Tesco's pending significant expansion. Will, probably put the market examination to the attracting board?

Thought it's been frequently said, Boots is the leading pharmaceutical company in the UK. This fact has put the business in the industry leading on the marketplace nonetheless it has continuously made improvement in its stores and in marketing it products & most importantly continue steadily to provide excellent customer support.

Impact of IS

Boots new IT/IS system

Boots has indeed come quite a distance as it pertains to the execution of top grade information systems. The culture of boots also has significantly changed over time. In the first years boots possessed its own its framework which basically handled all IT needs. As a result, boots has realised that over the years it can improve on its IT infrastructure, granted that the company boost it pride on consumer satisfaction.

Before the execution of the outsourcing procedure with IBM, Boots was originally spending more than 100 million per annum for three consecutive years, which when tallied totalled to 350 million. This money was spent in overhauling of the IT infrastructure to boost efficiently and more importantly the give it customer's affordability.

IT Director Rob Fraser was quoted expressing "we commit about 100 million per year before three years and now want to drop down that to 25 million or 30 million, but this consists of building on the foundations we've put in place"

He pointed out that they handled every part possible in their IT sector to add the outsourcing of its data centre, waiting for you and network systems.

One of the largest moves for the business was the alteration from the old central Legacy system to the new (business source planning) with is the trunk bone of the IT operational System.

The culture of Boots IT systems has evolved dramatically, by doing so Boots was able to mount new PC's on all its back again office buildings and overhaul of its sites system and presented touch screen tills across all its stores across the UK.

"This renewal required our IT infrastructure to industry giving level. Now we have to obtain it to work for all of us and derive the worthiness from our systems" Fraser described.

Having said that, it was essential for Boots to restructure their ongoing out sourcing offer with IBM. The company's primary goal for the improvement in its IT sector, is to concentrate on how it can improve its customer romantic relationship, reducing its IT operational cost, and improve on it delivery features.

Boots had additional strategies when it utilized Tata Consulting Services out of India as an additional outsource client. It was of the view that insurance firms more than one client is increases competition and at exactly the same time looked to slice cost and getting affordability for everyone its customers.

A report compiled by David Friedlos he pointed out that "one of the primary regions of spending in the year ahead will be development of IT for medical care along site the NHS, including E-prescription and a fresh plan launched in Scotland".

Another area where Boots IT sector has been effective on the culture on the company is by the execution of IT/IS software to work alongside the NHS national database. In so doing, boots has been able to sign-up patients online from the nationwide database. Also, it allows patients to be accepted if they have minor condition which may be dealt with at any Boots pharmacy, thus easing the pressure on local GP offices. This has also seen significant benefits, as the patients at the point of visit will probably purchase their drugs from the store. It really is a very good way that the IT/IS has impacted just how customers shop at boots.

Additionally, the execution of these customer advantage card launched in 1997 which have seen tremendous advantages to include having 10 million listed cards customers 2 million more that at first forecasted for.

All this investment was to the tune of 25 hundreds of thousands including the databases which was used to carry the customers data.

It is quite clear that Boots have radically evolved its culture as it pertains to IS/IT systems. In implementing their point out of the art work IT system boots have leap frog in front competition. Such advantages were the execution of a scams diagnosis system and the increased advantages from their SAP applications (Systems Applications and Products).

Listing a few ethnical changes, these would include

  • Leading analysis recognise the large IT improvement that Boots have made.
  • The integration of their Has been the NHS database presenting customers the simple prescription filling up at any Boots pharmacy.
  • The ability to use CRM (Customer Relation Management) to monitor consumer shopping patterns.

Out Sourcing

  • The out sourcing of Boots payroll and recruiting systems to Northgate HR in 2006 in a offer worth 16 million more than a seven yr period.

This includes its 65, 000 employees who work in medical and beauty department

Boots HR brain of operations concluded that they did detail analysis of the HR team and have concluded the best way was to out source

  • Man electric power planning and labour scheduling was contracted out to Torex Retail

In 2006, boots declared a 350 million update from it point of sale system that will enable E-learning because of its 60, 000 plus staff. The new touch screen will be use for training personnel making them better during period of not much activity in stores. The very smart thing concerning this was that the tills acquired smart turning software's, that allows cashiers to do training while working. Whenever a customer approaches a touch of a screen switches it back again to the check out system.

"Working out office at Boots realised these computerized training could not replace person to person training but it compliments it said" Michael DeSalles.


The affect on IT/IS has caused the culture of the company to change, this was obvious when boots rolled out their touch screen tills a differ from the old regular push buttons tills. In so doing, specific training was more personalised.

Additionally, by outsourcing techniques its IT/IS section, it can be assumed that the company would have were required to redistribute it staff to other departments.

Competitive advantage

A competitive edge is exactly what boots needed and by its sizable financial injection into their IT/IS upgrade. By studying several documents including the research study given, there are several that may be clearly taken to light.

The new IT/IS system has more than given Boots the competitive edge against it opponents. And there are many reasons to aid this decision.

K. Laudon in his Publication mentioned that "Information systems stimulates better management of firm's possessions and cash moves that can increase profits and reduce functional cost, thereby enhancing its competitive position".

Boots have position themselves on the marked form the starting point where, their ventures in IS systems they may have proven much dividends in exchange. Their competitive benefit has been visible in several areas.

Human resource

  • Boots has had the opportunity to improve on its individual resource, been able to put into practice on its tills a training software enabling staff to be trained on the job whilst working at the same time. Because of boots constant drive to boost their IS system; of their 2006 annual record is stated that 65% of all Pharmacy graduates put on Boots for job, which will optimise their real human resource department to be quite competitive.

Business process

  • Boots business process has given them much benefits as it pertains to product differentiation, Boots out sourcing offer with IBM has given them more time to concentrate on what matters most to them, their customers. Therefore having done that, they were able to designate exactly what they'd want to do.

Identifying Customers needs

  • Boots has received favourable response from its customers and also have also been in a position to use IT/IS to screen customers purchasing habits.


  • Boots chemist has altered its analogue system to a current digital and more effective system, this is done to maximise better communication between personnel in their 800, 000 distribution ware house. This permits a swifter handling of product processing throughout the ware house.


Alliance Boots is undoubtedly a innovator in pharmaceutical, health care, beauty and optical service in britain.

The survey provided two varieties analysis the one that points out the business's position in the form of a SWOT research and the other in Porters FIVE drive.

Having gone through a comprehensive and detailed research of Alliance Boots, the following can be said:

  1. Having shifted from an individual entity to merging with different business such as Unichem it has greatly expanded, Boots market talk about and its ability to attain a broader customer bottom part.
  2. The out sourcing of Boots IT Office was a smart move, as it was out sourced to an established Company (IBM).
  3. Alliance Boots prides its self applied on client satisfaction, which means that the company examines means and means of making sure that they deliver the best products, the best prices, and the best services
  4. The ventures that Alliance Boots have made over the years have observed them move from a single entity to a multi-million pound per-annum business.


  • http://www. bized. co. uk/compfact/boots/boots1. htm [research]
  • http://www. allianceboots. com/news/preliminary_results_year_ended_31_march_2009. aspx Income [financial report]
  • http://www. docstoc. com/docs/4781327/Porters-5--forces-Template [five pressure template]
  • http://www. allianceboots. com/news/alliance_boots_pre_year_end_close_period. aspx
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