Specsavers - marketing
The Open University
B203 Business Functions in context
Specsavers
Marketing
TMA03
Jan Polak (B6939804)
10/01/2015
Part 1
Introduction
Specsavers was founded in 1984, when was deregulated opticians market by political forces. Co-founders Doug and Mary Perkins took advantage of the marketing opportunity and built global strong brand. The company was established as a joint venture partnership where each Specsavers opticians is legally a separate business, with 50 per cent of the shares owned by the Specsavers Optical Group. The way of integrated marketing led to increase the partnership as well as sells and profits. Today is Specsavers leaders of most its markets with its strategic objectives bring and drive more customers year to year. The idea of partnership with optometries and manufacturers gave Specsavers competitive advantage at opticians market.
Marketing opportunity of co-founders of Specsavers
Doug and Mary Perkins are a couple of far-sighted optometrists who seized the opportunity to change the optical care industry in 1984. In 1984 Margaret Thatcher's government loosened regulation of the professions, including opticians. When before opticians had been banned from advertising products and services, now they were allowed to do. (Dibb and Simkin, 2012 p 51) “We were the first to advertise, have showrooms and let people know what our prices were. Buying glasses then was quite expensive so people were not visiting opticians. There is a health aspect as well, so we wanted to get people to visit opticians on a regular basis and provide more choice at affordable prices for everyone” (Hanson, 2009).
Perkins' brought the world of entrepreneurship closer to these people by establishing the Specsavers Optical Group. The idea introduced two main innovations in the optical care industry: the joint venture model and the retail service concepts. In Specsavers model each practice is an independent business owned jointly by Specsavers and
B203 Business Functions in context
Specsavers
Marketing
TMA03
Jan Polak (B6939804)
10/01/2015
Part 1
Introduction
Specsavers was founded in 1984, when was deregulated opticians market by political forces. Co-founders Doug and Mary Perkins took advantage of the marketing opportunity and built global strong brand. The company was established as a joint venture partnership where each Specsavers opticians is legally a separate business, with 50 per cent of the shares owned by the Specsavers Optical Group. The way of integrated marketing led to increase the partnership as well as sells and profits. Today is Specsavers leaders of most its markets with its strategic objectives bring and drive more customers year to year. The idea of partnership with optometries and manufacturers gave Specsavers competitive advantage at opticians market.
Marketing opportunity of co-founders of Specsavers
Doug and Mary Perkins are a couple of far-sighted optometrists who seized the opportunity to change the optical care industry in 1984. In 1984 Margaret Thatcher's government loosened regulation of the professions, including opticians. When before opticians had been banned from advertising products and services, now they were allowed to do. (Dibb and Simkin, 2012 p 51) “We were the first to advertise, have showrooms and let people know what our prices were. Buying glasses then was quite expensive so people were not visiting opticians. There is a health aspect as well, so we wanted to get people to visit opticians on a regular basis and provide more choice at affordable prices for everyone” (Hanson, 2009).
Perkins' brought the world of entrepreneurship closer to these people by establishing the Specsavers Optical Group. The idea introduced two main innovations in the optical care industry: the joint venture model and the retail service concepts. In Specsavers model each practice is an independent business owned jointly by Specsavers and
References: Dibb, S. & Simkin, L. (2012) Marketing essentials, The Open University, Oxford Brookes University Hanson, S Specsavers (2014) Annual report 2013-2014 Green, P Jenkinson, A. & Sain, B. (2003) An integrated marketing business model, Luton, University of Luton Appendix 1