Case Study
New Market Penetration
Objectives
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New Market Penetration for
National Retailer
Market Strategy
Immediate Control of High Profile
Targeted Sites
Efficient Entitlements and Permitting
Time to Market
NEC Rosedale Hwy. & Calloway Road
Bakersfield, California
Challenges
National drugstore retailer, CVS/pharmacy, Inc. (CVS), required new store growth in Bakersfield, California.
CVS did not have existing stores in the Bakersfield MSA and had yet to research the market. National competitors,
Walgreens and Rite Aid, along with regional competitor Longs Drugs, all had significant market presence.
Marketing Strategy
LandMark Retail Group prepared a market strategy for Bakersfield, including the following initial market tour
explaining market conditions and attributes, mapping all competition and daily needs retailers in the market
including retail sales of competitors and grocers, and identifying target properties for new store development.
Upon CVS’ agreement with the market strategy, LandMark Retail Group’s acquisitions team attacked
all targeted sites and gained control of numerous opportunities. The project management team immediately
engage with city officials to quickly entitle and permit each project.
Results
LandMark Retail Group gained control of eight targeted properties for several new CVS Pharmacies, opening stores
on five of the eight properties in four short years. In addition, LandMark Retail Group successfully repositioning two
former inline Longs Drugs into better positioned freestanding CVS Pharmacy stores with drive through service,
ultimately positioning CVS as the market leader in Bakersfield.
For retailers serious about penetrating mature markets throughout California, LandMark Retail Group can provide
the same exceptional market penetration capabilities for you as was provided to CVS/pharmacy, Inc.
5850 Canoga Avenue, Suite 650 • Woodland Hills, CA 91367 Tel 818-880-4400 • Fax 818-880-4422
www.landmarkretailgroup.com