To what extent will Boots’ marketing objectives assist Boots in achieving its long-term strategy?

... To what extent will Boots' marketing objectives assist Boots in achieving its long-term strategy? (34 marks) Boots the chemist, established in 1849, has had a variety of corporate objectives since its inception. Starting as a partnership between John Boots and his mother, their main objective was likely to be survival (as with all new business start-ups), but throughout time the Boots brand has build and secured its place as the UK's favourite cosmetics chain. This has also altered the objectives of Boots, as they can afford to set more ambitious targets. The expansion of Boots has lead to the need to different organisational structures, where the functions (also known as departments) of the business are clearly set. One such function is the marketing department, which will have its own objectives that need to be fulfilled. Marketing objectives are the specific goals or targets of the marketing department in an organisation. The

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