Product details

Set in the highly competitive UK eyewear market in 1998, this case describes the dominant optician chain stores and their competitive strategies. It covers a typical visit to an optician, using example store layouts to portray the process the customer experiences. This is followed by details of ordering lenses and the way in which LensCo handles these orders - supplying some straight from stock, whilst others require further processing. The very large range of lenses is described along with the production facilities and processes that produce such variety (including layouts of the factory and a surfacing line). These descriptions enables students to explore: (1) the process design of two operations providing a mass customisation service; (2) the process types used in the retail and production operations; and (3) different types of layout. It also enables consideration of options for improving product flow and the level of service provided to final customers.