摘要：Due to economic hardship, lack of newer amenities and a seasonal customer base, a retail pharmacy chain in a small suburb of South Florida begins to experience loss of prescription sales. Management quickly decides to relocate the store to its own new building that is in a more metropolitan neighborhood close enough to retain the current customer base, and also attract newer ones with modern amenities this building would offer. However, they’re unable to initially retain their established customer base and attract new customers as they hoped for. This case examines the poor marketing decisions made by management prior to the move and those made afterwards to rectify and increase profits. Case questions and discussion questions are also included for academics and practitioners to use during lectures or trainings.
关键词：Decision-making; marketing; pharmacy; damage control; management; and profits.
