The presence in Puerto Rico of U.S. drugstore chains like Walgreens and CVS, as well as megastores like Walmart, Costco, and Kmart led to the closure of around 30 percent of locally owned community-based pharmacies between 2005 and 2011.
To address competition from U.S. chains, owner-pharmacists pursued collective action, including forming buying groups and, in 2009, the Alliance of Community-Based Pharmacy Owners. Among the two purposes of the Alliance was to train consumers on how "patriotic" and beneficial it was for them to purchase at community-based pharmacies instead of U.S. chains. The other was to help Alliance members (pharmacists) enhance the skills needed to manage their companies and face outsiders. By December 2011, but, the Alliance was just surviving due to the shortage of adequate members. A fresh tactical roadmap for the Coalition was wanted if it was to become the organization its creators planned.
PUBLICATION DATE: July 01, 2013 PRODUCT #: NA0256-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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