Reference no: EM132447242
MIDEXPRESS DRUGSTORES CASE
There are three locally owned Medexpress Drugstores operating in Rio Bravo, New Mexico. Until not long ago, Rio Bravo had been basically a "retirement town" with adults over the age of 60 accounting for the largest segment of the population.The situation made is fairly simple for Medexpress to target and serve the senior citizen market. Recently, the area has experienced a migration of young families and middle age couples who wanted to scape the city life. While at one time 50 percent of the population was in the 60- years and over category, now both 35 to 45 years age group and the senior citizens are 35%.
Older consumers were originally attratcted to Midexpress Drugstores because they did not have to worry about dealing whit many children when shopping, they knew that they would not have difficulty maneuvering themselves and/or their carts in the extra wide aisles. Many of these attractions not longer exist. Families with children have become regular customers of the stores, store traffic has been increasing, and aisle widhts have shrunk so that additional shelves can be installed as a means of displaying more merchandise and generating more sales.
Mary Hightower, whose family owns the drugstores, realizes that if the stores continue to operate as they are presently , ther is a distinct possibility that older customers will begin shopping elsewhere . While she wishes to continue to cater to the loyal senior citizen customers who helped Midexpress Drugstores achieves its current success, she does not want to ignore the potentially lucrative "baby boomer" market that is beginning to form in Rio Bravo. You are to consider and answer the following questions:
1) Shouild Medexpress Drugstores concentrate on only the "baby boomer" or on the senior citizen market? Both? Neither? Explain you position.
2) What types of marketing strategies could MedExpress Drugstores implement that would meet the needs of both age groups?
3) How might the changing marketplace affect MidExpress Drugstores merchandise assortment? What types of merchandise might management want to add, delete or expand?
4) Should MedExpress Drugstores open an online store to target this maket?