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The information about Boots on Biz/ed has been updated (March 2009) especially for our site. Biz/ed would like to acknowledge the kind support of Amy Silverston in preparing this update. Amy is a marketing researcher, carrying out desk research on behalf of direct marketing agencies.

The old Boots company profile remains archived for its pedagogic value.

1. Boots' identity

2. Background

3. Ownership, management and strategy

4. The competitive threats

• The non-food sector
• The pharmacy sector

5. Countering the threats

• Rebranding
• Updating
• Improving its retail offer
• Service and range

6. The views of 'real' customers

7. Industry insights

• Boots' current position
• The overall market
• The future shape of the market

8. Tasks and activities