MARKETING RECOMMENDATIONS FOR THE UK HEALTH & BEAUTY RETAIL MARKET : Using Superdrug as a case study
Eglese, Steven (2014)
Centria ammattikorkeakoulu (Keski-Pohjanmaan ammattikorkeakoulu)
2014
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014121219627
https://urn.fi/URN:NBN:fi:amk-2014121219627
Tiivistelmä
The thesis was conducted with Superdrug Stores PLC as the focus company of the UK health and beauty retail market. Superdrug are a well established member of the market and provide an offering to the customer of a wide range of health and beauty products including the latest and most popular brands with some stores also containing pharmacies which enables them to fulfil prescriptions and sell medicines only available from pharmacies.
The aim of this thesis was to provide marketing recommendations for Superdrug. The objective of these recommendations was to strengthen or develop Superdrug's position within the health and beauty retail market and ultimately to increase Superdrug's market share.
The thesis adopted a combination of first hand and theoretical research in order to achieve its goals. Theoretical research was conducted into Superdrug and the competition faced within the market as well as some of the external forces that affect the market. A questionnaire was conducted into customers shopping habits in the health and beauty retail market to gain some quantitative information that could be used for further analyses. Traditional analytic methods such as PESTLE and SWOT were used to look at the industry and Superdrug.
The result was to find that Superdrug is clearly not the leader in its market. Superdrug's position was analysed and based on the findings 4 clear marketing recommendations were made based on a customer orientated view of the marketing mix. The recommendations included improving store availability, launching a major promotional campaign and developing a Smartphone App.
The aim of this thesis was to provide marketing recommendations for Superdrug. The objective of these recommendations was to strengthen or develop Superdrug's position within the health and beauty retail market and ultimately to increase Superdrug's market share.
The thesis adopted a combination of first hand and theoretical research in order to achieve its goals. Theoretical research was conducted into Superdrug and the competition faced within the market as well as some of the external forces that affect the market. A questionnaire was conducted into customers shopping habits in the health and beauty retail market to gain some quantitative information that could be used for further analyses. Traditional analytic methods such as PESTLE and SWOT were used to look at the industry and Superdrug.
The result was to find that Superdrug is clearly not the leader in its market. Superdrug's position was analysed and based on the findings 4 clear marketing recommendations were made based on a customer orientated view of the marketing mix. The recommendations included improving store availability, launching a major promotional campaign and developing a Smartphone App.