Challenges and opportunitiesOptimey

Challenges and opportunities
Optimeyes have been resilient, surviving and growing from a very small base. However, as
the company considered its marketing strategy for 1993 and succeeding years, a number of
major challenges and opportunities had to be assessed.
The Irish market for ophthalmic products
Very limited information was available on the Irish market. Sales of ophthalmic products
tended to be very seasonal, highest in January, May and September and lowest in March,
June and December. Spectacles were considered to be the dominant product with sales
estimated to be about 1 million units per year. Contact lenses gained in importance during the
late 1980s but sales in 1989 were still a mere 32 000 units, worth IR£489000. Thus, just over
3 per cent of all those requiring optical assistance in Ireland chose contact lenses compared
with, for example 10 per cent in the United States. A higher percentage of women than men
chose contact lenses.
There was no published information on the value of the Irish market. The Household Budget
Survey of 1987 did not assess the levels of expenditure on ophthalmic products in Ireland.
However, figures were available for optician’s fees, which normally represent between 15 and
20 per cent of the income of optometrists. In 1987 the average expenditure per household per
week on optician’s fees was IR£0.102.
With the exception of the United Kingdom and France there is very little information available
on the composition of market demand for ophthalmic products throughout Europe. Ireland is
no exception but is considered to resemble the UK market. Details of demand patterns in the
UK are included in Table C29.2. The demographic structure of the Irish market is outlined in
Table C29.3.
The financial statements of Optimeyes for the year ending 1991 are included in Table C29.4.
Company sales had increased strongly in 1992, exceeding figures for the previous year by
approximately 51 per cent.
Market trends
A number of trends in the business internationally were also worthy of note. Spectacles had
become fashionable and were no longer an object which people disliked wearing. Many
consumers, particularly in France and Germany, owned several pairs of spectacles, which
were colour co-ordinated with different outfits. In 1992 figures showed that Irish consumers,
on average, still owned only one pair of spectacles per person compared with three or four in
some European countries. A further illustration of this fashion trend was that people with
perfect eyesight were wearing spectacles, typically with clear lenses. Creating an image can
be done as easily with spectacles as any other fashion item and magazines have described a
number of looks, from the ‘Saturday night relaxed’ look to the ‘rock star’ look and the ‘casual
look’. As a result the market was expected to grow for two reasons: customers would want to
own more than one set of spectacles, and, as fashion colours change, consumers would
discard old frames. It was generally agreed that the replacement and/or multiple purchases of
optical aids was one of the few areas of potential growth in the industry in the developed
world.
The price of ophthalmic products continued to be driven down. Readyspex, a UK retailer of
ready-made reading glasses based in Blackburn, sourced products in Taiwan which it retailed
for £2.99 a pair. The ultimate expression of spectacles as a convenience product was the
launch of a spectacles vending machine by Readyspex in 1990. The machine allows the
customer to select one of five ranges of frames and then choose which of nine different
corrective strengths is most appropriate, before inserting money into the machine and
pressing the button. Samples of the design are affixed to the side of the machine in order to
allow customers to try on the spectacles with mirrors available. Readyspex believed that the
machines would become popular in airports, supermarkets, libraries and other outlets, where
people may suddenly realize that they need a spare pair of spectacles.
The rise of multiple optical chains and more recently of superopticals was another important
trend in the industry. Throughout the EU and EFTA (European Free Trade Area) countries,
optical chains tended to be regional rather than national or international and were generally
privately owned companies with about 20 outlets. However, in the USA the superoptical had
become a nationwide phenomenon with some 1200 scattered throughout the country. A
superoptical store is a large ophthalmic practice where a customer can undergo a sight test,
select a frame and can watch the lenses being glazed and surfaced at the in-shop laboratory;
the customer receives new spectacles usually within one hour of the sight test result.
Superopticals traded on the basis of convenience, comfort, speed, efficiency and quality and
were becoming very successful throughout Europe.

Kết quả (Anh) 1:

Challenges and opportunitiesOptimeyes have been resilient, surviving and growing from a very small base. However, asthe company considered its marketing strategy for 1993 and succeeding years, a number ofmajor challenges and opportunities had to be assessed.The Irish market for ophthalmic productsVery limited information was available on the Irish market. Sales of Opthalmic productstended to be very seasonal, highest in January, May and September and lowest in March,June and December. Spectacles were considered to be the dominant product with salesestimated to be about 1 million units per year. Contact lenses gained in importance during thelate 1980s but sales in 1989 were still a mere 32 000 units, worth IR £ 489000. Thus, just over3 per cent of all those requiring optical assistance in Ireland chose contact lenses comparedwith, for example 10 per cent in the United States. A higher percentage of women than menchose contact lenses.There was no published information on the value of the Irish market. The Household BudgetSurvey of 1987 did not assess the levels of expenditure on ophthalmic products in Ireland.However, the figures were available for optician's fees, which normally represent between 15 and20 per cent of the income of optometrists. In 1987 the average expenditure per household perweek on optician's fees was IR £ 0.102.With the exception of the United Kingdom and France there is very little information availableon the composition of market demand for ophthalmic products throughout Europe. Ireland isno exception but is considered to resemble the UK market. Details of demand patterns in theUK are included in Table C29.2. The demographic structure of the Irish market is outlined inTable C29.3.The financial statements of Optimeyes for the year ending 1991 are included in Table C29.4.Company sales had increased strongly in 1992, exceeding figures for the previous year byapproximately 51 per cent.Market trendsA number of trends in the business internationally were also worthy of note. Spectacles hadbecome fashionable and were no longer an object which people disliked wearing. Manyconsumers, particularly in France and Germany, owned several pairs of spectacles, whichwere colour co-ordinated with different outfits. In 1992 figures showed that Irish consumers,on average, still owned only one pair of spectacles per person compared with three or four insome European countries. A further illustration of this fashion trend was that people withperfect eyesight were wearing spectacles, typically with clear lenses. Creating an image canbe done as easily with spectacles as any other fashion item and magazines have described anumber of looks, from the ‘Saturday night relaxed’ look to the ‘rock star’ look and the ‘casuallook’. As a result the market was expected to grow for two reasons: customers would want toown more than one set of spectacles, and, as fashion colours change, consumers woulddiscard old frames. It was generally agreed that the replacement and/or multiple purchases ofoptical aids was one of the few areas of potential growth in the industry in the developedworld.The price of ophthalmic products continued to be driven down. Readyspex, a UK retailer ofready-made reading glasses based in Blackburn, sourced products in Taiwan which it retailedfor £2.99 a pair. The ultimate expression of spectacles as a convenience product was thelaunch of a spectacles vending machine by Readyspex in 1990. The machine allows thecustomer to select one of five ranges of frames and then choose which of nine differentcorrective strengths is most appropriate, before inserting money into the machine andpressing the button. Samples of the design are affixed to the side of the machine in order toallow customers to try on the spectacles with mirrors available. Readyspex believed that themachines would become popular in airports, supermarkets, libraries and other outlets, wherepeople may suddenly realize that they need a spare pair of spectacles.The rise of multiple optical chains and more recently of superopticals was another importanttrend in the industry. Throughout the EU and EFTA (European Free Trade Area) countries,optical chains tended to be regional rather than national or international and were generallyprivately owned companies with about 20 outlets. However, in the USA the superoptical hadbecome a nationwide phenomenon with some 1200 scattered throughout the country. Asuperoptical store is a large Opthalmic practice where a customer can undergo a sight test,Select a frame and can watch the lenses being glazed and surfaced at the print-shop laboratory;the customer receives new spectacles usually within one hour of the sight test result.Superopticals traded on the basis of convenience, comfort, speed, efficiency and quality andwere becoming very successful throughout Europe.

Kết quả (Anh) 2:

Challenges and opportunities
Optimeyes được resilient, surviving and Growing from a very small base. Tuy nhiên, as
the company marketing strategy for 1993 nó Considered and succeeding years, a number of
major Challenges and opportunities Had to be Assessed.
The Irish market for Ophthalmic products
Very limited information was available on the Irish market. Sales of Ophthalmic products
tended to be very seasonal, Highest in January, May and September and lowest in March,
June and December. Considered to be the Spectacles là with dominant product sales
to be about 1 million Estimated units per year. Gained Importance khi contact lenses in the
late 1980s but sales in 1989 là still a mere 32,000 units, worth IR £ 489 000. Thì, just over
3 per cent of all type assistance những requiring optical contact lenses in Ireland chose sánh
with, for example 10 per cent in the United States. A Higher percentage of women than men
chose contact lenses.
There was no published information on the value of the Irish market. The Household Budget
Survey of 1987 did not Assess the levels of expenditure on Ophthalmic products in Ireland.
Tuy nhiên, figures available for optician's fees là, mà thường đại diện the between 15 and
20 per cent of the income of Optometrists. In 1987 the average expenditure per regular household per
week on optician's fees was IR £ 0102.
With the exception of the United Kingdom and France there is very little information available
on the composition of market demand for products throughout Europe Ophthalmic. Ireland is
no exception but is Considered to resemble the UK market. Details of demand patterns in the
UK are included in Table C29.2. The demographic structure of the Irish market is outlined in
Table C29.3.
The Financial statements for the year ending Optimeyes of 1991 are included in Table C29.4.
Had Increased Strongly Company sales in 1992, exceeding figures for the previous year by
51 khoảng per cent.
Market trends
A number of trends in the business worthy of note internationally cũng là. Had Spectacles
no longer trở fashionable and là người mà disliked wearing an object. Many
Consumers, Particularly in France and Germany, owned vài pairs of Spectacles, đó
là co-ordinated with Different color outfits. In 1992 figures showed có Irish Consumers,
on average, still only one pair of Spectacles owned per person with three or four sánh in
some European Countries. A Further illustration of this fashion trend was có người with
EyeSight là wearing Spectacles perfect, with clear lenses Typically. Creating an image can
be done as Easily as any other Spectacles with fashion items and magazines have tả a
number of looks, from the 'Saturday Night relaxed' look to the 'rock star' look and the 'casual
look'. As a result the market was expected to grow for two REASONS: Customers would want to
own vài set of Spectacles, and, as fashion colors change, Consumers would
discard old frames. It was Generally Agreed là replacement and / or multiple purchases of
optical aids was one of the FEW which areas of growth in the industry potencial in the Developed
world.
The price of Ophthalmic products continued to be driven down. READYSPEX, a UK retailer of
ready-made reading glasses based in Blackburn, sourced products in Taiwan mà it retailed
for £ 2.99 a pair. The ultimate expression of Spectacles as a convenience product was the
launch of a vending machine by Spectacles in 1990. The machine cho phép READYSPEX the
customer to select one of five ranges of frames and then choose khác đó of nine
is most the appropriate corrective Strengths, all before inserting Into the money machine and
pressing the button. Samples of the design are affixed to the side of the machine in order to
allow customers table to try on the Spectacles with mirrors available. READYSPEX believed là
machines in airports would trở Popular, Supermarkets, libraries and other Outlets, where
suddenly realize có người unfortunately need a spare pair of chúng Spectacles.
The rise of multiple optical chains and more Recently trọng of superopticals was another
trend in the industry . Throughout the EU and EFTA (European Free Trade Area) Countries,
optical chains tended to be regional or international and national thay là Generally
privately owned companies with about 20 Outlets. Tuy nhiên, in the USA the superoptical Had
Become a nationwide Phenomenon with some scattered throughout the country in 1200. A
store is a large Ophthalmic superoptical where a customer can practice undergo a sight test,
select a frame and can watch the lenses being glazed and surfaced at the print-shop laboratory;
the customer receives one hour trong new Thường Spectacles sight of the test result .
Superopticals traded on the basis of convenience, comfort, speed, efficiency and quality and
very successful throughout Europe Becoming là.