Abstract
CVS Health is one of the most valued and appreciated companies in the world. CVS and Walgreens dominate the retail drugstore landscape in the United States. This case study is built on a customer value analysis for CVS using the Customer Value Assessment Tool (CVAT). The CVAT is a means to understand and critique the four major value proposition areas -- service, quality, image and price. The company’s strong customer service philosophy as well as its retail and pharmacy marketing strategies are reviewed. A key challenge for CVS is to differentiate itself from its main rival, Walgreens, as well as other direct and indirect competitors such as Publix pharmacy and Amazon. Nine recommendations for management on how CVS can sustain market leadership are offered.
| Original language | American English |
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| State | Published - Nov 2 2018 |
| Event | Society for Marketing Advances - West Palm Beach, United States Duration: Nov 2 2018 → … |
Conference
| Conference | Society for Marketing Advances |
|---|---|
| Country/Territory | United States |
| City | West Palm Beach |
| Period | 11/2/18 → … |