CVS pharmacy opened up their first retail store in 1963. Since that time they have retained a solid market performance in the health clinic industry by focusing on customer support and their determination to creating a much better future in health care. CVS pharmacy provides three major services to their customers, which consist of retail pharmacy, Minute Treatment centers, and Pharmacy Advantage Management PBM. CVS' dominate success on the market has changed their company in to the largest health care provider in the United States.
The first Consumer Value Store, or CVS, was exposed in Lowell, Massachusetts by brothers Stanley and Sidney Goldstein and partner Ralph Hoagland in 1963. In the first stores, they sold health insurance and beauty products. In 1967, CVS opened their first two stores with pharmacy departments in Warwick and Cumberland, Rhode Island. The company was then sold to Melville Organization in 1969. Five years later, CVS achieved $100 million in twelve-monthly sales. In 1978, CVS determines to differentiate itself from competition by opening small health insurance and beauty stores in enclosed stores. By 1996, CVS Organization became a publicly traded company on the brand new York Stock Exchange under the CVS ticker and Stanley Goldstein is appointed the first chairman. CVS first launched their totally integrated online pharmacy website, CVS. com, in america. CVS became the first nationwide pharmacy dealer to launch a loyalty greeting card program called ExtraCare Greeting card in 2001. In that same season, CVS pharmacy possessed twelve-monthly sales that exceeded $22 billion us dollars.
CVS is leading the industry in medical and health management programs, niche pharmacy expertise, and customer service. CVS presently has $99 billion dollars in annual earnings and were placed 18th in the Fortune 500 this year 2010. CVS performs 7, 000 pharmacy drugstores in the united states, which is the most in the U. S. The company wide aims and goals of CVS are operated from their head office in Woonsocket, Rhode Island. CVS also have more than 560 MinuteClinics in 25 claims. The company PBM services provide customers with services to manage their pharmacy benefits and fill prescription by email or provide medical expertise. The strategic advantage that makes CVS the largest pharmacy health care provider in the United States is that it offers greater access, encourages healthy behaviors, and lowers overall healthcare charges for it's customers. They provide usage of a network of around 64, 000 pharmacies not including the 7, 000 pharmacy stores that in addition they operate.
The basic environment of CVS can be broken down into six subcategories. The first category is demographic. CVS services a variety of demographics, combined with the pharmacy industry. They serve people in low income groupings to high income categories. They look to provide pharmaceutical services and a low cost convenience store to truly all demographics. The sociocultural facet of the overall environment visits on the approach to life and culture of the U. S. Most business in the U. S. are looking to increase convenience, something that the industry as a whole is excelling in. Most of the major players in the industry concentrate on the facet of convenience because that is exactly what the culture of the U. S. needs. One stop shopping at an in depth location helps this industry stay in businesses and caters to the need so of the fast-paced world.
The legal environment for CVS is a crucial aspect of the company. Pharmacy services are heavily regulated by the government for obvious reasons; and therefore the legal ramifications that can come out of improper use or distribution of prescriptions is something that is taken into account by CVS and the industry. Technologically speaking, the pharmacy industry is just starting to use the internet world for prescriptions and retail. This technology will help bring the industry even more quickly results with prescription refills and will increase retail sales all together. The economic environment for the pharmacy industry has had pros and cons like any industry in the currently poor economy. It has remained stable over the last season overall, but is marginally down from 5 years ago, with the worst year being in 2009 2009. With the economy little by little recovering, the industry will most likely see things progress and better. The past aspect is the global aspect of the industry. A lot of the U. S. founded pharmacy companies aren't international. CVS for circumstances is only on MILITARY bases beyond the U. S. and also a few U. S. territories such as Guam.
CVS is a large player in the Pharmacy Services and Retail Pharmacy sections. The industry structure can be looked at from several perspectives that lead to industry competitiveness. One side of the industry composition is the suppliers. The industry itself has a whole lot of similar suppliers for its main services or products, which can be pharmaceutical products. These are steady throughout the industry and almost all of the pharmacies carry the same prescription medications and over the counter remedies. From a merchandising stand point, there are different suppliers for created goods for each and every competitor. The merchandise offered apart from prescriptions are fairly very much like competitors, with a few of the larger products lines being handmade cards, chocolate, film, over-the-counter drugs, cosmetics and makeup products, seasonal goods, and convenience foods and basics4. Overall, the suppliers for the pharmacy services and retail pharmacy segments will be there. The products offered might very marginally predicated on what supplier the firms use, but will probably be pretty regular throughout the industry.
The risk of substitutes is an extremely serious issue in the pharmacy services and retail pharmacy segments. With grocery stores and stores like Wal-Mart and Aim for having pharmacies, it makes the risk of substitutes a priority for these segments because people curently have to go to food markets and general stores, which makes drug and convenience stores like CVS somewhat outdated. If people go to pharmacies in these places, it's possible that it helps you to save them time because they can consolidate chores into one trip versus going to two different stores. Just how this problem is avoided marginally is by adding drug and convenience stores closer to neighborhoods than the average food markets, making a trip more convenient than going to the supermarket or to inexpensive stores. Also offering drive-thru services helps lower the risk of substitutes. You can find other forces like the buyers and threat of access that also must be taken into consideration.
Buyers and the threat of access are two minimal causes in this industry. Potential buyers have a small amount of electric power in this industry. Generally, pharmacy services and retail pharmacies segments are extremely similar generally in most aspects of the industry. The buyer has the capacity to choose locations and types of stores they go to, but prices is not at all something that the customers have control over as far as picking stores with the lowest prices since there is little differentiation on the costs. The risk of admittance is also a smaller force upon this industry. Although it might be easy to replicate the strategy of retail pharmacy and pharmacy services, it is very difficult to get the admiration or the reputation necessary for the industry. People's prescriptions are something that can't be compromised, and to have the ability to contend with CVS or Walgreens or pharmacies in already founded stores would be something that might be fairly difficult to duplicate.
Industry competitiveness is the ultimate force to consider about the industry framework. You will discover two main factors that the pharmacy services and retail pharmacy segments compete on, which is customer support and convenience. The entire products and services that are offered are incredibly similar, but these two factors are what make the industry competitive. There are things such as authorities legislation that factor into the other pushes such as threat of entry and dealer. Without the customer service and convenience factors, this industry would break apart. But what these two factors do is keep carefully the industry competitive and at their best. There are usually several rivalling pharmacies in higher people areas, which makes it much easier to find an alternative if a company cannot offer good customer service or convenience.
The main competition of CVS are Walgreens, Rite Help Corporation, and Wal-Mart. These opponents take up a large area of the pharmacy services portion and the retail pharmacy segment. Walgreens is a little larger chain of medicine and convenient stores that delivers most of the same services as CVS, so that it is its top competition. Walgreens is the same kind of store and has a little bit bigger existence in the international market. Walgreens and CVS often make an effort to battle for place in populous areas with the locations close to neighborhoods. Rite Aid Firm and Wal-mart are both rivals for pharmacy services, with Rite Help Corporation working with sales of prescription drugs and Wal-mart contending for personal prescriptions.
Currently the marketplace that CVS is is very attractive. Using the internet learning to be a bigger role on the market overall, it is doing little or nothing be help the industry with sales and getting prescriptions for customers. The Minute Clinics also help generate more business that allows a customer never to only get diagnosed, but also get a prescription for his or her symptoms at the same place. The industry is recovering from hard economical times like the majority of businesses, and it includes actually increased by 34% before two years. Last quarter, CVS made a profit of over $800, 000, displaying that even although business all together is recovering from the downturn still, it is still in a profitable position continue.
Overall, this industry is very competitive and there are a great number of options for customers to choose from. You will find two key success factors that tie up in with how CVS is a competitive player in the forex market. The two factors are cost command and superior customer services. Both of these factors are mentioned further in the next section, nevertheless they are amazingly important in this business and will be the reason why CVS is as successful as it is.
As a result of the industry conditions, it is no real surprise CVS has developed a concentrate strategy based on two main factors: cost command and superior customer service. "Our business strategy centers around providing ground breaking pharmaceutical solutions and quality customer service in order to enhance clinical effects for our clients' health advantage plan people while helping our clients and their plan users in better managing overall health care costs".
CVS uses a differentiation strategy for their Pharmacy Services. On the other hand, they use a cost management strategy in their other retail product lines such as chocolate, handmade cards, and beauty materials. They claim to offer a lot more Pharmacy Services to customers than other chains such as Walgreens. In the 2009 2009 annual report, CVS repeats the how important ease of use is to its customers and resultantly to driving a vehicle income. Their Prescription Benefits Management (PBM) services may be most significant for providing superior customer service. The bottom of the PBM services is technology. CVS' it and information systems permit them to continually focus on enhancing service and offering more personalized products to customers. The business prides itself on being the first to market with newer products and services deemed profitable from inspecting PBM data. Regular adaptation is the best strategy of CVS, permitting them to match their inventory with customers' needs and personal preferences.
CVS' primary competencies include their exceptional size, low market risk, and their capacity to provide valuable services with their clients via their PBM services. PBM and other services will be evaluated in more depth later as resource advantages. All of CVS central competencies are hard for competitors to imitate, provide value to the consumer, and can be utilized for multiple product lines.
As the greatest "pharmacy health care provider in the US", CVS is incredibly large. CVS' merger with Caremark, Inc. provided the company with a network of 64, 000 pharmacies including more than 7, 100 CVS pharmacy stores". CVS certainly has a much better chance of obtaining discounts from medicine manufacturers due to the high market talk about they control. The fact that CVS provides such a lot of services to clients makes visiting a CVS store a one-stop shopping experience. This decreases the amount of time customers spend finding the information or services they need. Ultimately it does increase client satisfaction and leads to repeat customers.
CVS' low market risk with a Beta of 0. 74 is associated with the large, very diverse client base. Because their clientele is so diverse, CVS is not reliant on any specific customer. "No single customer accounts for 10% or even more of our own total revenues". The company's diverse clientele allow them more freedom to complement the needs of the overall market for the industry, recording a larger percentage of the market share and maximizing profits. The amount of outlets over the US allows clients with comprehensive, up-to time health solutions in the fastest manner possible as they don't need to go to arrive at an shop.
CVS has many source of information advantages providing them competitive advantages. Similar to Sam's Team or Kroger stores, CVS has a rewards program for its loyal customers. It is unusual that CVS competition, such as Walgreens, neglect to provide customers with a rewards system. This can be why there are over 65 million dynamic Extra Care customers that earn two percent backside with every purchase waiting for you and online and earn one Extra Buck for every two prescriptions purchased in-store and online. After all, there is absolutely no customer who prefers to pay a higher price for the same product.
Another tool providing competitive advantage is the retail beauty portion of retail stores. Based on the CVS Caremark website, "CVS/pharmacy was named Mass Beauty Retailer of the entire year at the 2007 Women's Wear Daily Beauty Biz Awards". Bloomberg Business Week areas that CVS recently made some renovations to the beauty department, targeting feminine shoppers, by selecting several hundred beauty advisors. They have got lowered shelves to eyes level, repainted stores with custom made colors and added exclusive brands, head of hair care products, skin care and cosmetic makeup products. CVS' mature vice chief executive for marketing and advertising quoted the following: "These new ranges have created energy and momentum for us. Our beauty business is outperforming our overall store". According to Bloomberg Businessweek, beauty inventions for CVS have resulted in an "increase in same-store sales by 6. 5%, assisting fuel an overall 33% increase in earnings, and stocks up 132% over a range of three years". Overall, the upgrade and renovation to the wonder sections offers CVS a competitive benefit because it focuses on the female shopper concerned with her physical appearance that generally repeated stores more frequently and spend more on retail products than the common customer. Therefore, any sort of marketing update that will draw in their attention in front of the store and offer the products at an inexpensive will greatly add value to the company.
CVS' most significant competitive advantage originates from their PBM services and exceptional customer support. Conglomerate PBM services form what CVS refers to as when Clinic. These clinics are open 7 days per week, situated in 500 stores crossing 25 expresses, "(are) the US head in retail based health clinics, and (are) the most significant company of nurse professionals and pharmacists". It is run by nurse practitioners and physician assistants who is able to prescribe medications immediately to the pharmacy and who have the ability to refer patients to close by doctors if required. "75% of the US people lives within three mls of the CVS". Overall, when Clinic gives CVS a competitive advantage of offering customers a cheaper, far more convenient solution for dealing with boring sickness than making an appointment at a doctor's office. They are able to instead find the same quality treatment on a walk-in basis, from the large staff of nurse professionals that they might otherwise see at a family clinic, lacking any appointment. As you can see, CVS uses key resources to obtain competitive advantages, which overall helps them to generate revenue.
However, there is certainly one area that CVS is in the process of improving: the quality of pill bottle product labels. Senior Vice Chief executive of Marketing and Procedures, Helen Foulkes, described the next: "Our own focus group advised us that consumers, particularly seniors, were annoyed by pill bottle labels with small type, too much information, and information that is inadequately organized". This is important because typically, from a pharmaceutical standpoint, older persons make the most profit as far as prescriptions are worried because they're the biggest generation with the best need and dependence for prescription drugs. CVS quotes "56 percent of People in america era 50 and over take three or even more prescriptions frequently; in addition 13 percent manage medication for their spouse". Seniors often have more difficulty reading small font on tablet bottles. Because older persons will be the biggest target market for prescriptions and they will order prescriptions where it is easiest to allow them to understand and most convenient if CVS will not match these needs, older customers will visit a competition such as Walgreens or Concentrate on pharmacy. Given the actual fact that half of People in america over 50 take at least three prescriptions, it is very important CVS provide easy to read labels.
Poor prescription product labels are a concern CVS happens to be confronting; however, it looks taking too long to implement these changes. It appears that the size of CVS has decreased their overall flexibility. CVS has investigated a solution to make font much larger, appear in a bolder color, and reduce the range of words on prescription bottles. In addition they want to include a clear medical information of the pills so customers know what they are simply taking, combined with the refill night out, prescription amount, and store location to refill it. CVS great size and reduced flexibility is a factor that weakens their competitive benefit.
In order to be competitive in the "drug store" industry, a firm must possess certain key success factors. First, drug stores need to have good locations. Like the majority of businesses, it is good to be in high traffic areas, but with drug stores that is essential. Most people stop at places like this on their way home from someplace; they don't make a specific trip to a medicine store. Also, they want to be in convenient locations. Customers do not need to go out of their way to avoid at a medication store, when they only plan on buying a few things. Medicine stores should be on corners or in shopping malls that are easy to get into and exit. Customers do not need this trip to be a "inconvenience. " Subsequently, they desire a solid supply chain. Customers go to medication stores to get the few items they want right away, and cannot wait on buying. Things such as, toilet paper, remedies, etc. While customers is there they will probably pick up some more things that are essential. Therefore, these medication stores must have certain items always in stock. To carry out this, they need to constantly be taking inventory, conversing using their suppliers, and stocking their shelves. If a customer confirms a certain medicine store is continually out of items, they will easily begin going elsewhere. Finally, an integral success factor is price competition. Because most items sold in these stores are sold in a great many other places, medicine stores must compete on price. Yes, most customers go to certain drug stores out of convenience, however when there are other options within an area a customer will choose the main one with the best prices.
Comparison to Competition
As talked about above, key success factor is the positioning of the CVS drug stores. CVS presently has over 7000 stores wide open and are consistently opening more stores. They have got six criteria as it pertains to opening a fresh store in a new location. That specific location must be highly visible, must be easily accessible with traffic control, be considered a free ranking site in order to truly have a drive-thru pharmacy, have car parking for at least 75 vehicles, and have a minimum people of 18, 000 in the region. They have each one of these requirements to be able to maximize the number of customers coming with their stores instead of going to your competition. Walgreens is another largest rival with over 6000 stores opened up, and a well planned 7000 stores by 2010. Their requirements for starting a store are very similar. Rite Help, the third largest drug store string, with 4800 stores in 31 expresses, mainly has locations in shopping malls, but also offers freestanding locations. In NY and L. A. , you will find a Rite Help on almost every block of the primary shopping avenues. CVS and Walgreens have locations from coast to coast, where as Rite Aid has locations mainly on the east and west coast, with very few in the Midwest. After looking at the locations of the stores, CVS has the competitive advantage. They have got the most locations, in useful populated areas.
Another key success factor is price competition. A customer has many options to buy these things so medication stores must keep their prices low. All three of the drug stores appear to compete on prices.
After reviewing the income assertions of the most notable three drug store chains in the country, it seems as though CVS does the best in terms of profits and bills, but Walgreens is doing the best with keeping their costs of goods sold down. CVS has profits of almost $100 billion, whereas Walgreens is near $65 billion, and Rite Help has profits of $25 billion. While CVS has the largest revenues there is also the greatest percent of costs of goods sold, with 79% with their profits being COGS. Walgreens on the other hand is around 72%. CVS does indeed, however, have a smaller percentage of expenses than Walgreens. CVS also got the major before duty income in 2009 2009 of $3, 696, 000, 000. Walgreens wasn't very good behind with a before duty income of $3, 164, 000, 000. Rite Aid, is the only one in this group who experienced a lack of $2, 582, 794, 000.
In conditions of belongings, CVS is once more doing the best with $61 billion in investments, with $1 billion of that being cash or cash equivalents. Walgreens has resources of $25 billion with one billion of these being in cash or cash equivalents. Rite Help only has $8 billion in resources. While CVS gets the most assets in addition they are in the most debts. CVS presently has debt of $11 billion with total liabilities equaling $25. 9 billion. Rite Help has total arrears of $6. 4 billion, and Walgreens has debt of $2. 3 billion with total liabilities equaling $11. 8 billion. Walgreens has a proportion of liabilities/ resources of 47%, which is lower than CVS's of 42%.
After checking CVS, Walgreens, and Rite Aid's financial claims, they lead to the conclusion that CVS is within a much better position economically than the other two rivals. CVS gets the largest income by a big margin, the greatest earnings, the most resources, and an improved asset to liability proportion. CVS has a large amount of personal debt, but they have the funds to cover their debt. There is also a higher cost of goods sales, which is reducing their profits. Overall, CVS is doing the best in this market. They may have the most stores, competitive prices, and also have the best financial standing up at this point with time.
Recommendations for strategy
CVS pharmacy can increase their market show by growing their company into Europe. Their market share will greatly increase because they might have the ability to reach new markets in new countries. CVS could reach countries such as France, Germany, Spain, Italy, and the U. K. It really is possible to choose Europe to expand internationally because the purchase price structure of Western pharmacy products is relatively similar to the price composition that america has, so CVS could make income without making remarkable costs reductions. Countries such as Canada or Mexico wouldn't normally be a good idea for global expansion because pharmacy products sell for low prices in those countries.
This expansion will be a high-risk long-term investment that can make a huge impact on the business. To lessen risk, CVS should interact a jv with a European company. This would greatly reduce risk because a Western company will curently have the business infrastructure would have to be successful in the forex market. CVS should turn to team up with a successful company that has similar company goals and objectives. Additionally it is important that this company has a strong presence in the industry. If CVS can successfully find an excellent company to have a jv with, they will have the potential to be always a successful company in the future and should be able to increase their earnings, revenue, and market talk about.
The most PBMs generate profits by conserving their clients' money. This is reflected in CVS' strategy in the pharmaceutical segment: they would like to help their clients better control healthcare costs. The best way to assist clients in taking care of medical care costs, i. e. keep your charges down, is by giving alternatives to the expensive brand name drugs recommended by doctors. Common drugs are an extremely viable substitute. Many pharmacies and doctors even declare some general drugs to are well or much better than name brands. There is certainly plainly a demand for these cheaper common drugs. In '09 2009, 2008 and 2007 respectively generic drugs accounted for 69. 9%, 67. 4% and 63. 2% of prescriptions dispensed at CVS. This increasing percentage of generic drugs dispensed obviously indicates consumers are more prepared to buy universal over name-brand drugs. Not only is the demand growing for common drugs, dispensing them is more profitable for CVS. "Selling general drugs results less revenue due to their lower cost, but they result in more profits". The irrefutable simple truth is that the income on generic drugs are higher than those on brand drugs.
They are cheaper for the customer
They provide the same gain as name brand drugs
Both the client and CVS reap the benefits of dispensing generic drugs
After critiquing the financials of CVS, it is evident that their cost framework is too high. CVS experienced a very large revenue stream of almost 100 billion us dollars in 2010 2010, that was more than 30 billion dollars greater than their closest competition, Walgreens, and more than 70 billion dollars higher than another rival, Rite Help. However, after having profits that high, that they had an operating income of 6. 4 billion us dollars, that was only 3. 2 billion dollars larger than Walgreens. CVS's operating expenses were actually smaller than Walgreens, so which means the price problem is positioned in the expense of goods sold.
As the pharmacy represents almost all of the revenue stream, at 67%, we believe it is most important they concentrate on cutting costs in this field. Working with distribution companies to receive discounts on bulk orders on the brand name drugs they take would be one ideal way to spend less, however, it is not common in this industry to receive discounts for bulk orders. There, for we have found the best way to spend less in the pharmacy segment would be to improve the amount of general drugs they sell. CVS prides themselves on cutting the costs of prescription, so they already sell lots of generic drugs, but we believe they should boost the number of universal prescriptions they sell. General drugs are much cheaper because they do not have a certain name mounted on them, nonetheless they are a similar as the expensive brand name drugs. If CVS increased the number of universal drugs they sell, they could slice their costs of goods sold by a big margin, producing a larger profit percentage.
Another way to spend less in the pharmacy area is to hire a large quantity of interns in trade for the number of licensed pharmacists. Interns that are in a pharmacy school or lately graduated can do pretty much everything a licensed pharmacist can do. They are able to place prescription purchases, fill purchases, and do patient consultations. They can not verify purchases to be loaded, which means there would will have to be at least one pharmacist in the store to do this. However, during active times, it would be beneficial to CVS to have significantly more interns than pharmacists. Interns are informed and trained cheap labor. The product quality and efficiency of the work would be comparable, if not better because they are trying to confirm themselves and earn a full time position.
One thing they should really drive to do is add more Minute Clinics with their stores. They can be slowly moving more of them into their stores currently, but at a reasonably gradual rate. By moving to put into practice them into every one of the stores that meet up with the population criteria, it could help revenues and increase overall business. The Minute Treatment centers themselves do not offer as much revenue as other areas of CVS, as the revenue from them are pooled to their retail pharmacy portion, but the amount of business from just prescriptions exclusively makes them worthwhile. Most patients do not move their prescriptions around quite definitely, therefore the more prescriptions CVS attains the better for long-term business.
A faster execution would also help them in the short-term and also generate more customers in the long-term. A key thing to take into account for this recommendation is merely the sheer amount of people that this would bring in to the store. The more folks that come into the store for these services, the greater exposure there will be for his or her retail products. Retail items such as handmade cards, seasonal items and basic necessities and impulse purchases will have more exposure to these customers. The more the clients and patients visit the store, the more likely it will become a routine for the coffee lover. The more they go to the more that CVS will be in the back with their heads and they will take a look at products keeping in mind them for later. This is what makes CVS well designed, very crammed store design successful, because customers face a high range of products in a brief amount of space and time. So by getting the clients into the stores more regularly and so that it is a routine, the bigger retail sales will more likely be.
Another suggestion along the lines of the Minute Medical center is always to keep it open up 24 hours a day or for much longer long hours. By keeping them wide open later, it could entice more people to use them instead of alternatives like the er or urgent care and attention. This would bring in more earnings and also could lead to CVS being in disaster rooms and immediate cares so that they could compete. This could truly lead to a one stop health store where you could be cared for and get all the required supplies had a need to treat health problems and minor incidents. This might be applicable in the higher size stores or stores that are found in a large population area. The services are for the most part cheaper than private practice or er services and when Clinic also will take most major insurance provider coverage.
The key to this recommendation would be campaign because otherwise is would just increase costs. But with proper advertising campaigning, this could be a practical business aspect to enter. They currently offer an array of the services that hospitals and private practice firms offer such as check-ups, flu injections, and sickness diagnosing. They also offer vaccinations and wellness checks, which is a huge business through the warmer summer months for children heading to school and playing athletics that require health forms filled out. Overall this would allow CVS to enter into a market that would help all aspects of their company. Also by coating the pathway to the center with impulse items, it will help the retail part. By getting ultimately more people in to the stores, retail and pharmacy sales will both go up; resulting in better earnings and it could lead to customers making a trip to CVS a regular errand.
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