This research project investigates the impact of the marketing mix on Boots Ltd., a UK-based health and beauty retailer. The report begins with an introduction outlining the research aim, objectives, and questions, focusing on the importance of the marketing mix in increasing the customer base. A literature review explores the key components of the marketing mix (product, price, place, and promotion) and their influence on customer attraction and retention, referencing academic sources. The methodology section details the research philosophy, approach, strategy, data sources (primary and secondary), data analysis methods, and ethical considerations. It also includes a resource plan and an action plan. The study aims to identify the benefits and challenges associated with the marketing mix and to understand how Boots Ltd. leverages it to enhance its customer base in a competitive market. The report concludes with references to support the research.
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