Reference no: EM131959462

For a class project, I have suggested a strategic goal for Walgreens Boot Alliance (WBA), to consider incorporating healthy option meal preps into their chain stores. This goal would be tailored specifically towards health conscious individuals, who place a priority on proper diet and fitness, as well as that of the everyday person bogged down by a busy schedule, who places a premium on time, i.e., working moms/dads, police officers, college students, or even teachers and business owners. The main area of emphasis would be placed on the sales of healthy option meal preps, with the purpose of simplifying the consumer's daily need to eat without the usual compromises of health, quality, and time. A shift to this particular market would fall directly in line with WBA's purpose statement, which simply states "We help people across the world lead healthier and happier lives". By adding healthy meal preps to their product mix, it would make them direct competitors with other food service businesses such as My Fit Foods, Blue Ribbon Foods, Panera Bread, Zoes Kitchen, and other fast food chains that offer healthy options to consumers. I feel it would also bolster WBA's brand image by not only being a pharmacy retailer of skincare and beauty brand products, but also a choice for healthy food options, thus providing full service health and well-being services to their consumers.

My question is: What would be a good marketing strategy recommendation? This recommendation would need to include specific marketing strategies, target markets, positioning and the 4 P's, that can help the company achieve my stated strategic goal, as well as clearly explain the recommended strategy and demonstrate how the strategy will help address my desired strategic goal.