Bachelor Business, International business, market segment, business model, client targeting, millennials, Polytech Domilens, Vision Ophthalmology Group, ophthalmic products, swot analysis, pestel analysis, segmentation, B2B2C Business to Business to Consumer, spain, marketing policy, brand image
Consumers do no longer measure their health by an easily identifiable factor such as weight, they look forward, in a most general way, to take care of their wellbeing. When your vision is bad, it could become an obstacle for your wellbeing and it's intimately related to your happiness. Being able to see perfectly whatever your age and your disease is a chance that everyone would take if they have to face this situation.
To understand the origin of the ophthalmology since antiquity, we go back to India 2500 years before JC, where the medicine of former Hindus evolved from medical practices with a religious nature to the study of the anatomy and more precisely, the eyes. India also was at the origin of the surgery.
Susrata was the name of the first surgeon ophthalmologist. His writing as a professor was the first to describe the reduction of the cataracts. This antique technique consisted in making tip over the lens to the glazed by means of a sharp tool. Later we used the same technique through Europe, Egypt, China, Japan and Central America.
We can only be amazed by the degree of knowledge they have already reached at that time and in particular surgical techniques. Many Modern operations are only the development of the antique processes.
On a much more actual point of view, it appears that the competition for market segment that is current mid-aged clients is increasing and that this competition strongly reduces the margins for the company. In order to restore those margins, the company needs to address its business model and probably its client targeting.
In order to do that, the current essay will demonstrate the potential value of focusing on new generations and especially the millennials in order to develop the company and increase its PNL for the next decade.
[...] This is a strategic planning exercise that shouldn't be forgotten, especially for new companies like Polytech Domilens Spain. STRENGHTS ? Experienced and motivated team ? Good and lasting customer relationships created ? Very good team ambiance, positive attitude of the team. ? Ambitious project with good business opportunities. ? Belonging to VOG GROUP- Strong European distribution team ? [...]
[...] Poujet, éditions Vuibert, Avril 2013 - Briones Eric, Casper Grégory, « Une connexion au luxe bien spécifique », L'Expansion Management Review, 2014/2 (N° 153), p. 20-27. DOI : 10.3917/emr.153.0020. URL : https://www.cairn.info/revue-l-expansion-management-review-2014-2-page-20.htm - Cathy Bakewell, Vincent-Wayne Mitchell, (2003) "Generation Y female consumer decision-making styles", International Journal of Retail & Distribution Management, Vol Issue: pp.95-106, https://doi.org/10.1108/09590550310461994 - Influence des facteurs d'atmosphe?re d'un point de vente sur les re?actions des employe?s : une e?tude exploratoire : https://www.afm-marketing.com/fr/system/files/publications/20120227144336_AFM09_398_2313.pdf - L'influence de l'atmosphe?re des sites Web marchands sur les re?ponses des internautes ? https://www.afm-marketing.com/fr/system/files/publications/fichier_1938.pdf - L'immersion dans les environnements expe?rientiels en ligne: ro?le des dispositifs de la re?alite? [...]
[...] ) - No scientific literature/bibliography to support some new IOLS - Not registered in many autonomous communities (not allowed to sell) ex SAS. - Not enough Marketing capacity to create market demand - No credit capacity - Not enough sales level OPPORTUNITIES - Increasing portofolio - New products will be accepted step by step and have strong potential. - New competitive products in the pipeline ( Iols . ) and other exclusive. - New public tenders, Framework - Increase Commercial coverage in new areas. - Improve and stabilize structure. - Growing possibilities. [...]
[...] The consumer is sometimes required to spend more time in the store and even spend more when accompanied. We can discuss the role of the accompanying person during an online purchase, but for example, the presence of social networks predominant at the moment and the means of communication that go hand in hand (chat, live video and all other type of messages) may have an impact on the purchase. - the role of the context: it is a matter of defining for whom we make an impulsive purchase. [...]
[...] Spain is a test market for all new innovative technologies for VOG ? Develop a strong product-driven market segment for millennials. This segment needs to take into account the specificities of this market and especially the relation this generation has with the non material dimension of the purchase. By taking this element into account, the company could develop a strong potential for the next years and strongly improve its PNL for the next decade. Developing now a digital marketing approach for millenials A marketing hook for millenials The following recommendation is mostly based on Nir eyal's book Hook. [...]
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