Research Paper on:
An Analysis of Superdrug

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that dominates the market (Bold, 2002). Boots has managed to surpass Superdrug and this is rather obvious. Superdrug has indeed recognized that Boots is its main problem. Kleinman (2002) comments:  "Superdrugs marketing strategy has focused on aggressive advertising that promotes the chains prices against rivals such as Boots" (p.1). Although Superdrug does possess a rather satisfactory company history, recent  years have demonstrated less than stellar performances for this drugstore chain. While the company has denied some rumors, it has in fact admitted that it would "broaden its  positioning as a general merchandise chain" (Bold, 2002, p.13). In other words, the company has been distancing itself from medicines and toiletries and plans to broaden the store even further.  They plan is to do this by selling clothes and food products (2002). Superdrug has also expanded daily low pricing (2002). Sometimes such a ploy works and many firms throughout  the world have created "superstores." For instance in the United States, the retail chain K-Mart created Super-Kmarts where a supermarket was included in a very large building as a part  of the retail store. Similarly, Pathmark in the U.S. had created Superstores as well and had broadened merchandise offerings to include videotapes, full service drugstores and so forth right in  the twenty-four hour grocer. Superdrug plans to also expand so that the "one stop shopping" concept becomes a reality in the UK. While the firm has a grand idea, it  has had some difficulty. Bold (2002) reports that "Superdrug has been through a turbulent period" and points to the fact that it has endured yet another change of ownership in  a years time. It had been sold by Kingfisher to Kruidvat , something that prompted Superdrug to hold back on its brand marketing (2002). It then decided to