Product details

The case describes the early growth phase of a small Irish ophthalmics retailing company. The company which has very successfully survived and grown in an intensely regulated industry is now faced with the challenge posed by the entry of strong international competitors into the market. The key issues facing Optimeyes are how can it successfully alter its marketing strategy in the absence of good market information and secondly whether it should enter an emerging corporate business. The case can also be used to discuss issues such as the marketing concept, the regulatory environment of marketing, promotional strategy, and customer service.