Alliance Boots

Developing new sources of profit growth





Client Challenge

  • The merger of Alliance Unichem and Boots the Chemists in August 2006 created Europe’s largest pharmacy-led health and beauty group
  • As part of a fundamental strategic review of the new group, the Executive team asked Morgan Cross Consulting to identify opportunities for profit growth from new, adjacent businesses

Our role

  • To lead the market analyses and work with management teams across the business to develop a list of possible new opportunities
  • To create a robust evaluation tool to identify high-potential ideas
  • To work with line teams to develop business plans for agreed priorities


  • 30 new business opportunities were identified and assessed and business concepts were created for the top 10 high-potential ideas, identifying size of the prize, investment required and fit with strategy and capabilities
  • Detailed business cases and implementation plans were built for the top two ideas that, together, will add over 5% growth to annual profits over the next five years
  • The executive have signed off these proposals and line teams are now in place to deliver these new businesses
  • The complete project was delivered within 12 weeks

Client Testimonial

“The team at Morgan Cross epitomise what good business consulting should be about – a quick understanding of the brief and very independent operating style; pragmatic insightful analysis; the ability to involve internal management in a and potential roadblocks to successful implementation; and finally, delivery of clear, concise, actionable recommendations. I would recommend Morgan Cross to any company looking for creative solutions to challenging strategic issues.”


Rick Mills
Director of Strategy and Corporate Development
Alliance Boots



Morgan Cross Consulting Ltd
PO Box 9210
Newark, NG24 9EG

+44 (0)1636 526111