Running head: Draft 1 1 Draft 1 4Draft 1-Marketing Plan Group 4- Crystal Arzola Edwin Brannan Levi Clark Jennifer Hardy Brodee Whichard Liberty University Draft 1-Marketing Plan Company Description Owens and Minor was established by cofounders Otho O. Owens and G. Gilmer Minor in 1882 to provide healthcare services for the local Richmond community. What started as a drugstore, in a now historic landmark, quickly grew to buy out competitor drugstore Bodeker Drug Company in 1954. With this acquisition, the company briefly changed names to Owens, Minor & Bodeker, commonly known in that day as OMB. In present day Owens and Minor has surpassed any expectations that the origins of the business would ever suggest. Employment numbers sit roughly at about eighteen thousand, while the customer base has reached out as far as ninety different countries. Owens and Minor accomplished consistent business growth by not ever remaining stagnant. An example of this is seen in the company’s change of focus coming in 1999. From the company’s humble beginnings of providing drug products to the community, it developed into more of a business of medical supply chain management. Coming with the business’ rebranding, the company introduced a consulting service, which at that time was innovative for a distribution servicer. The most recent venture of business growth, coming in 2018, was Owen and Minor’s purchase of Halyard Health’s business. Throughout the business’ existence it has remained centered on its customer base. Even present day their company outline states that “We provide sustainable supply chain, product and patient solutions that lower total costs and improve quality of care across the continuum of care.” (Owens & Minor, 2019). Owens and Minor’s business model has always aimed to systematically remove complexity from their services in an attempt to maximize efficiency and cost-effectiveness, allowing the business to grow while continuing their trend of putting customers first. Given the company’s growth patterns, their expansion strategy has been widely successful. Strategic Focus The Owens and Minor mission statement is “to serve the healthcare industry with dedication, innovation, and a passion for excellent customer service” (Owens-Minor, 2019). The company started in 1882 during the period when antiseptic surgery was in its infancy stage. What started as a drug store in Richmond, Virginia, has grown to a full line of medical distribution, supply, and inventory management company. Owens and Minor serves drug stores to hospitals, medical transportation, as well as inventory management solutions for various supply chains. Ultimately the end user of their products would be anyone seeking healing or in need of medical attention or medical supplies. They hosted the first healthcare supplier symposium giving way to diversity and innovation in the medical supplier field. Their vision is one that pairs quality and value in the medical field, “we see a ...

1. Running head: Draft 1 1
Draft 1 4Draft 1-Marketing Plan
Group 4-
Crystal Arzola
Edwin Brannan
Levi Clark
Jennifer Hardy
Brodee Whichard
Liberty University
Draft 1-Marketing Plan
Company Description
Owens and Minor was established by cofounders Otho O.
Owens and G. Gilmer Minor in 1882 to provide healthcare
services for the local Richmond community. What started as a
drugstore, in a now historic landmark, quickly grew to buy out
competitor drugstore Bodeker Drug Company in 1954. With this
acquisition, the company briefly changed names to Owens,
Minor & Bodeker, commonly known in that day as OMB. In
present day Owens and Minor has surpassed any expectations
that the origins of the business would ever suggest. Employment
numbers sit roughly at about eighteen thousand, while the
customer base has reached out as far as ninety different
countries. Owens and Minor accomplished consistent business
growth by not ever remaining stagnant. An example of this is
seen in the company’s change of focus coming in 1999. From
the company’s humble beginnings of providing drug products to
the community, it developed into more of a business of medical
supply chain management. Coming with the business’
rebranding, the company introduced a consulting service, which
at that time was innovative for a distribution servicer. The most
recent venture of business growth, coming in 2018, was Owen
and Minor’s purchase of Halyard Health’s business. Throughout
the business’ existence it has remained centered on its customer

2. base. Even present day their company outline states that “We
provide sustainable supply chain, product and patient solutions
that lower total costs and improve quality of care across the
continuum of care.” (Owens & Minor, 2019). Owens and
Minor’s business model has always aimed to systematically
remove complexity from their services in an attempt to
maximize efficiency and cost-effectiveness, allowing the
business to grow while continuing their trend of putting
customers first. Given the company’s growth patterns, their
expansion strategy has been widely successful.
Strategic Focus
The Owens and Minor mission statement is “to serve the
healthcare industry with dedication, innovation, and a passion
for excellent customer service” (Owens-Minor, 2019). The
company started in 1882 during the period when antiseptic
surgery was in its infancy stage. What started as a drug store in
Richmond, Virginia, has grown to a full line of medical
distribution, supply, and inventory management company.
Owens and Minor serves drug stores to hospitals, medical
transportation, as well as inventory management solutions for
various supply chains. Ultimately the end user of their products
would be anyone seeking healing or in need of medical attention
or medical supplies.
They hosted the first healthcare supplier symposium giving
way to diversity and innovation in the medical supplier field.
Their vision is one that pairs quality and value in the medical
field, “we see a future where healthcare delivers on quality of
care and financial value” (Owens-Minor, 2019). The use of
technology is a driving force behind their vision for the future
of the company. Through innovative technology breakthroughs
they strive to make inventory and distribution more effective
while cutting costs.
Company Goals
Company goals for Owens and Minor include meeting and
exceeding customer expectations, narrowing adjusted income

3. per share range, selling more products, and investing back into
the company. Edward Pesicka, President and Chief Executive
Officer (CEO), states “We continued to improve our service
levels in the second quarter and are meeting or exceeding most
customer expectations. Finally, we continue to focus on
productivity and efficiency initiatives to drive operating
improvement” (Owens and Minor, 2019). Improving customer
relations, productivity, and efficiency will move the company
closer to its financial goals. They plan to achieve their goals by
offering lower costs to its customers and providing global
support in the form of services and innovative solutions.
Secondly, Owens and Minor remains committed to delivering
surgical and infection prevention products that are superior to
their competitors.
From a financial standpoint the company is seeking to reduce
costs and become more efficient . “For 2019, the company is
narrowing its adjusted net income per share guidance range to
$0.60 to $0.70, which excludes the impact of currency” (Owens
and Minor, 2019). Cost reduction efforts are focused towards
precise inventory management. Previously, the company
dedicated its attention strictly patient care and the patient. In
regard to company investments, Board of Directors Chairman
Robert Sledd asserts “Long-term success depends on a
thoughtful balance of short and long-term investments so we
will invest in the company for 2019 and beyond” (Owen and
Minor, 2019). Owens and Minor will continue to invest in
Fusion5 technologies to provide a value-based payment services
and solution for their customers. Their partnership with
Fusion5 provides improved quality, management of payments,
shared risk contracts, and a reduction in cost. Long-term
investments into Fusion5 are projected to increase profitability,
allowing Owens and Minor to focus on other company goals
such as inventory management.
Core Competencies and Sustainable Competitive Advantage
Owens and Minor provide value-addition to their clients
through their services. The company is able to fill the gap in

4. replenishment and reverse logistics which is great support for
manufacturers. Secondly, the company is compliant and quality
assessors through their procedures and services to ensure they
meet state and federal regulatory requirements and quality
control assurance. Thirdly, the company supports healthcare
manufactures through financial transactions and ordering
through use of other order-to-cash processes and customer
relationship management. Fourthly, the company has succeeded
in their supply chain management through promoting supplier
diversity for the benefit of healthcare institutions and also
producing their private label products called Medi Choice.
Fifthly, the company is strategic through its partnership with
diversity suppliers who support them in innovation and
diversification.
Having a sustainable competitive advantage is key when trying
to market a new product. Our product will sustain a competitive
advantage by being the first of its kind. Due to the fact that the
pediatric RN does not have feeding tubes for babies, Owens and
Minor will be the first to offer this as a product. This will draw
the attention of other medical facilities and want to use our
product. We can also market this product at a reasonable price,
while providing a unique service that has not been done yet.
References
Kerin, Roger A. & Hartley, Steven W. (2020). Marketing: The
Core, Eighth Edition. New York, NY. McGraw-Hill Education.
Owens & Minor, Inc. (2019) Retrieved from:
https://www.owens-minor.com
BUSI 330
Collaborative Marketing Plan Draft 2 Instructions
Include the following in your Group Discussion Board Forum:
A thread with Draft 2 of your Marketing Plan (MP) attached as
a Word file. Your draft must include the following section:

5. Situation Analysis: Please review pp. 49–52 of the sample MP.
You should notice that Section 4 (Situation Analysis) contains 5
major elements. They are:
1. SWOT analysis
2. Industry Analysis
3. Key Competitors
4. Company Analysis
5. Customer Analysis
Your Collaborative Marketing Plan Draft 2 must be submitted
by 11:59 p.m. (ET) on Monday of Module/Week 4.