The existence 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, they collected Alliance of Community-Based Pharmacy Owners.
Among the two objectives of the Alliance, one was to train consumers on how "patriotic" and how advantageous it was for them to purchase at community-based pharmacies instead of U.S. chains. The other was to help Alliance members (pharmacists) to enhance the skills needed to manage their businesses and confront outsiders. By December 2011, the Alliance was hardly surviving due to the shortage of sufficient members. If it was to become the organization its creators planned, then a new strategic roadmap for the Alliance was needed.
This is just an excerpt. This case is about SALES & MARKETING
PUBLICATION DATE: July 01, 2013 PRODUCT #: NA0256-PDF-ENG
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