Businessplan Online Optiker

Businessplan mit Schwerpunkt Marketing


Term Paper, 2010
11 Pages, Grade: 1,0

Excerpt

Index

1. Name of the company

2. Vision and Goals
a. Short-term goals
b. Medium-term goals
c. Long-term goals

3. Target Group

4. Competition and market environment

5. Product policy
a. Designer Frames
b. Sunglasses
c. Others (later)

6. Price policy

7. Placement on the market

8. Promotion policy
a. PR and viral marketing campaign
b. Online marketing
c. Offline Marketing
d. Strategic Cooperation’s

9. Website and Corporate Design

10. List of literature

1. Name of the company

The stakeholders have chosen the name World Wide Vision. The name should connect the global character of the company, especially the possibility of world-wide delivery, with optician-business. Until today, the name has not been trademarked and nobody has secured the rights. Before the business goes online, the name and URL have to be legally protected.

2. Vision and Goals

WWV’s main goal is to be the European market leader in the premium sector for glasses and sunglasses sold via the internet. To achieve this, the main goal is divided into several sub-goals. These sub-goals are classified as short-, medium- and long-term.

a. Short-term goals

The main short-term goal, besides finding potential venture capital partners, is to quickly establish a solely online player with little overhead costs, who has a USP based on the high margins compared to street opticians.

The first step is to set up a well designed and optimized website with a professional IT-structure in the background. Building a reputation as a competent partner for manufacturers as well as a reseller will help the company to build up a network and to ensure sustainable quality of business in all areas, with all customers and partners.

A thorough analysis of the competitive environment is the basis for avoiding typical problems in the eyewear market, which has not been disclosed by not professionally managed companies in the past. So WWV will implement a 3D tool that will make it possible to see how frames will look on the customers face. Additionally the design will include a self-explanatory content.

The product assortment will be expanded step-by-step. It is important to start with a very high level of service and to guarantee the high quality right from the beginning on.

b. Medium-term goals

3 years from implementation the company should be seen as the premium online optician and as service and quality-leader.

With the step-by-step introduction of the toolbox, antique, secondhand and specialty glasses. WWV will become a full-service online optician for everybody at a medium price level. It is possible to use the position in the market to establish WWV as trend setter with a broad assortment of products and excellent customer service. If the company reaches the market share of approx. 10 %, it will be necessary to contract an external callcenter and out-source the shipping service to guarantee the highest level of service.

Another medium-term goal is to offer customers a 48 hours exchange service, on the base of the last order data, in the case of damaged or lost glasses.

c. Long-term goals

Within the next 5 - 10 years WWV’s goal is to become the overall market leader in the premium-quality and service optician segment. Therefore it is necessary to achieve a market share of 18 % within the next 5 years. The majority of business should be carried out online, so the main goal is to build up Germany’s largest online optician.

After the company is established on the German market it plans to expand step-by-step to other European countries like the UK or the Netherlands. In 5 – 10 years WWV could become the leading online optician in Europe.

3. Target Group

WWV’s main target group are persons requiring glasses, contact lenses or sunglasses. These people shouldn’t focus only on the price but also on the quality of the product and the service. In the beginning WWV will concentrate itself in Germany but if sucessful, intends to expand within the next 3-5 years all over Europe and providing a broader range of products.

In the beginning we are going to address 18-40 buyer group, this is because WWV won’t offer its own frames and sell designer glasses. When selling specialty glasses is implemented, the target group will change and the customers average age will increase significantly. Because of the need to measure eye distance, dioptre and other variables, most of our potential customers will already have glasses or lenses and are looking for replacement or additional pairs of glasses.

4. Competition and market environment

According to the branch report of the Opticians Association the accumulated branch turnover in 2008 was 3.88 billion Euro. There has been continuous growth in the branch. Reasons for this are: the demographic change in industrial countries showing that the people are getting older, people today are more fashion-conscious and are investing in second or third pairs of glasses.

Even if the economic environment in Germany gets difficult and the consumer behavior is decreasing, the branch still reports an increase of its turnover of 3,2 percent.

There are several trends apparent on the market: the number of organic glasses (polycarbonate) rose by 3.5 percent. This trend is caused by new technological developments creating higher refraction-rates and aspheric glasses. The share of multifocal glasses rose on 31.7 percent[1].

One of the big advantages in Germany is that customers don’t need a prescription to buy glasses. Even if people get a prescription from the ophthalmologist, the share of turnover especially with statutory health insurance companies is marginal. This is different in other EU-countries and it has to be considered when WWV plans to expand on new markets.

There are already several competitors on the market. We differentiate the competitors in 3 groups:

Highstreet opticians: These opticians have a very local focus, they are often present in high streets or shopping malls. They have a limited capital base and are often owned by self-employed opticians. In practice they are often very expensive because of a lack of synergetic effects which are used by chains, the very high rent for shops in this locations, low buying power and the high storage costs. Usually these opticians have a delivery time of 7-10 working days.

Optician chains: In Germany they are several local and national working chains. The market leader is Fielmann, followed by Apollo Optik. Fielmann generates an annual turnover of approx. 900 Million € and sells 3.1 Mio. glasses per year[2]. The main advantage of these chains is the enormous buying power paired with huge synergic effects especially in logistics and administration. Additionally it is possible for these chains to pay a lower rent due to the fact that these chains are present in almost every shopping malls in Germany. The usual delivery time of these chains is approx. 4-7 days.

[...]


[1] Spectaris, „ Branchenbericht 2008“

[2] Source: www.fielmann.de

Excerpt out of 11 pages

Details

Title
Businessplan Online Optiker
Subtitle
Businessplan mit Schwerpunkt Marketing
College
Anglia Ruskin University
Grade
1,0
Author
Year
2010
Pages
11
Catalog Number
V167217
ISBN (eBook)
9783640836338
File size
438 KB
Language
English
Tags
Marketing, Entrepreneurship, Business, Concept, Sales, Online Marketing
Quote paper
Dipl. Kaufmann, MBA Tobias Bandt (Author), 2010, Businessplan Online Optiker, Munich, GRIN Verlag, https://www.grin.com/document/167217

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