全视线光学有限公司发展战略规划

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1、THEDEVELOPMENTSTRATEGYOFTRANSITIONSOPTICALABSTRACTAstheleadingproviderofphotochromicstoopticalmanufacturers,TransitionsOptical,headquarteredinPinellasPark,Fla.,offersthemostadvancedphotochromictechnologyinthewidestselectionoflensdesignsandmaterials.TransitionsOpticalisdrivenbyinnovationto

2、supporttheadvancementofhealthysightandadaptiveeyewear,andtoprovidingitspartnersthetoolsandprogramstheirbusinessesneedtothrive.Transitions®lensesarethe#1-recommendedphotochromiclensesworldwide.TransitionsopticalarrivedatChinamarketin2005.Thebusinessmodelissocalledat‘B2B’meanstheygothrought

3、heirlenscasterstosellTransitionsphotochromiclensestoconsumers.Transitionstakecrucialresponsibilitytobuildupbrandawarenessandprovidetechnologyeducationtohelptheirpartnerstodriveupsalesgrowth.In2008,TransitionscontractedanoutsourcingdetailingteamtovisitkeyretailersinChinaopticalmarkets.Curr

4、entlyTransitionsoccupy2-3%marketshareinaddressablemarketsregardingthereislessthan1%ofmarketshareofentirephotochromiclensesintotallensmarketinChina.It’sinneedtoreviewthetoughsituationandsetupadvancedstrategytoincreasemarketshareandrapidlygrowupsalesinnext5years.万方数据Thisthesisiscombinedwith

5、sixpartsincludingopticalindustryanalysis,Transitionscurrentsituation,strategyfornext5years,strategyexecution,closingremarksandbibliography.ThereareseveralissuesshouldbewellnotedbyTransitionsoptical.Thebrandawarenessisverypoorinconsumermarketaswellasthepricingisextremelyhighendedpositioned

6、.ThechannelislackofgoodmanagementandtheproductcategoryisshortofmiddleindexlenseswhichexactlytobethebiggestsellingpointinChinaopticalmarket.TransitionsmissionistobetheleadertoofferphotochromiclenstoChinamarket.Byendofnext5years,themarketshareshouldbereflectedat7-8%withtotalsalesvolumeat7mi

7、llionpieces.Transitionsstrategyistofocuson‘differentiation’and‘bestproductwithgoodprice’.Theyneedtoinvestonbrandingbothinconsumerandtrademarkets.ChinamarketissuchafragmentedonethatTransitionsmustspecifybrandstrategytoclarifytheproductstomeetdiversifiedmarkets’needs.