Essays on International Marketing Report: Chemist Warehouse Case Study

Download full paperFile format: .doc, available for editing

The paper "International Marketing Report: Chemist Warehouse" is a marketing case study.   Chemist Warehouse is an Australian online pharmacy business that also has more than 300 outlets across the country. The company employees more than 8,000 staff and the pricing strategy are advancing discount offers. The Chemist Warehouse offers different products and services based on the requirements of the customers. Some of the products include hair products and prescription medicines. The vision and mission statement is enhancing healthcare outcomes through the provision of quality services and products. In its decision to enter the Chinese market, the PESTLE analysis has been used to understand the viable of the market.

From the analysis, it is evident Chemist Warehouse can succeed easily. In addition, the SWOT analysis indicates numerous opportunities exist, and threats can be avoided easily or mitigated. The marketing objectives are aimed at increasing the marketing share resulting in an increase in revenue generation. In addition, the effective implementation of the marketing campaign requires reviews of numerous processes and procedures. Generally, Chemist Warehouse can enter easily into the Chinese market because Chemist Warehouse has the appropriate resources to fulfill the requirements of the Chinese market. Introduction (Report Plan and Structure) Globalization and internationalization of businesses have become important components in the manner in which businesses operates.

The need for internationalization is to generate additional revenues while increasing the customer base. Chemist Warehouse is an Australian company that aims to expand its products and services to China. The aim is to increase the market share and also to enter newer markets to achieve corporate goals and objectives. The paper is a feasibility study and strategic (marketing) analysis for determining the significance of Chemist Warehouse entering the Chinese market. The first section of the report discusses the background of Chemist Warehouse.

It discusses Chemist Warehouse activities and strategies in increasing the market share. The second section addresses the vision, mission and corporate goals of Chemist Warehouse. The section also elaborates on these fundamental requirements in advancing the requirements of the organization. The third section discusses the PESTEL of China. Before a business operates in the international market or a new market, it is imperative to analyze the conduciveness of the business environment.

Some of the components discussed include political and economic requirements. The fourth section addresses a competitive audit while the fifth section discusses the SWOT analyzes. The sixth and seventh sections discuss different recommendations. The recommendations are marketing objectives and the marketing mix strategy respectively. For a marketer, these are some of the important components to be addressed in determining the manner to engage the customers and the effectiveness of the entire process. The last section reviews the implementation and evaluation of the marketing objectives and mix.

Charts are employed in fulfilling the requirements and objectives of implementation and evaluation. Brief Background of the Company Chemist Warehouse uses both branches and the Internet to engage and sell pharmacy products in Australia. The Chemist Warehouse employs more than 8,000 staff and has more than 300 branches national (Chemist Warehouse 2015). The rate of expansion is high because of the pricing strategies and customer engagement method. The online platform and the branches employ large volumes of trade and aggressive pricing, which lowers cost and later transferred to the customers.

Therefore, the business model is aimed at ensuring the customers receive value for money spent.


Alibaba Company. 2015. Homepage. Retrieved from

Australia Post. 2015. Homepage. Retrieved from

Chang, L. and Beise–Zee, R., 2013. Place marketing of hot spring regions: a market segmentation based on Chinese tourists' perceptions of healthfulness of places. International Journal of Leisure and Tourism Marketing, vol. 3, no. 4, pp. 364-377.

Chemist Warehouse. 2015. Home page. Retrieved from

Feng Jing, F., Avery, G.C. and Bergsteiner, H., 2011. Organizational climate and performance in retail pharmacies. Leadership & Organization Development Journal, vol. 32, no. 3, pp. 224-242.

Hamilton, J. and Tee, S., 2010. The value-expectations relationship: connecting customer-perceived value with the expectations of pharmacy-offered services. Information and Management, vol. 47, pp.1-18.

Henriksen, L., 2012. Comprehensive tobacco marketing restrictions: promotion, packaging, price and place. Tobacco Control, vol. 21, no. 2, pp. 147-153.

International Monetary Fund. 2015. Report for selected countries and subjects. Retrieved from

Koo, L.C., and Koo, H., 2007. Holistic approach for diagnosing, prioritising, implementing and monitoring effective strategies through synergetic fusion of SWOT, Balanced Scorecard and QFD. World Review of Entrepreneurship, Management and Sustainable Development, vol. 3, no. 1, pp. 62-78.

Levaggi, R., Orizio, G., Domenighini, S., Bressanelli, M., Schulz, P.J., Zani, C., Caimi, L. and Gelatti, U., 2008. Pricing and Marketing Strategies of On Line Pharmacies. Available at SSRN 1268888.

Paek, H.J., Lee, H., Praet, C.L., Chan, K., Chien, P.M., Huh, J. and Cameron, G.T., 2011. Pharmaceutical advertising in Korea, Japan, Hong Kong, Australia, and the US: Current conditions and future directions. Health Communication Research, vol. 3, no. 1, pp. 1-63.

Pharmacy Online. 2015. Homepage. Retrieved from

Pharmacy XL. 2015. Homepage. Retrieved from White, L. and Klinner, C., 2012. Medicine use of elderly Chinese and Vietnamese immigrants and attitudes to home medicines review. Australian Journal of Primary Health, vol. 18, no. 1, pp. 50-55.White, L., Klinner, C. and Cobelli, N., 2011. Improving the uptake of the Australian Home Medicines Review (AHMR) through patient segmentation. International Journal of Pharmaceutical and Healthcare Marketing, vol. 5, no. 3, pp. 194-204.Yu, W. and Ramanathan, R., 2012. Managing strategic business relationships in retail operations: evidence from China. Asia Pacific Journal of Marketing and Logistics, vol. 24, no. 3, pp. 372-393.Yu, X., Li, C., Shi, Y. and Yu, M., 2010. Pharmaceutical supply chain in China: current issues and implications for health system reform. Health Policy, vol. 97, no. 1, pp. 8-15.Zhang, L., Yan, J., Liu, X., Ye, Z., Yang, X., Meyboom, R., Chan, K., Shaw, D. and Duez, P., 2012. Pharmacovigilance practice and risk control of Traditional Chinese Medicine drugs in China: current status and future perspective. Journal of Ethnopharmacology, vol. 140, no. 3, pp. 519-525.

Download full paperFile format: .doc, available for editing
Contact Us