Three Rivers Optical
The Three Rivers Optical Case
MKT 7850-60
1.1 Introduction
According to Jobson Medical Information, as of 2008 the U.S optical retail market was a $23.5B industry. This number excludes refractive surgery, reader and sunglasses sales at non – optical retail locations and contact lens sales by mail/internet suppliers.
Out of the $23.5B independents account for 51% and Optical chains like Wal-Mart, Sears account for the remaining 49%. Eyeglass sales account for 69% of the U.S optical market which includes frames, spectacle lenses and sunglasses. To round it off, eye exams account for 20% and contact lenses account for the remaining 12%.
Three Rivers Optical (TRO) is a lab supplying eye glass prescription lenses based in Pittsburgh, PA that offers full-service optical manufacturing and consulting to ophthalmologists, optometrists, and opticians throughout the Ohio Valley and the Northeast. But they also serve customers all across the country. The company is led by Bill Seibert who is President and CEO.
An eyeglass prescription is an order written by an eyewear prescriber, such as an optometrist or ophthalmologist, that specifies the value of all parameters the prescriber has deemed necessary to construct and/or dispense corrective lenses appropriate for a patient. This is where TRO comes in; they provide these lenses to the optometrist and ophthalmologist.
Steve is the CEO of the company and he is always looking for ways to grow the company. Within 18 months of taking over the company he doubled TRO’s revenues. One of the ways he was able to do this is by attending trade shows and trying to generate sales and sales lead by attracting new
MKT 7850-60
1.1 Introduction
According to Jobson Medical Information, as of 2008 the U.S optical retail market was a $23.5B industry. This number excludes refractive surgery, reader and sunglasses sales at non – optical retail locations and contact lens sales by mail/internet suppliers.
Out of the $23.5B independents account for 51% and Optical chains like Wal-Mart, Sears account for the remaining 49%. Eyeglass sales account for 69% of the U.S optical market which includes frames, spectacle lenses and sunglasses. To round it off, eye exams account for 20% and contact lenses account for the remaining 12%.
Three Rivers Optical (TRO) is a lab supplying eye glass prescription lenses based in Pittsburgh, PA that offers full-service optical manufacturing and consulting to ophthalmologists, optometrists, and opticians throughout the Ohio Valley and the Northeast. But they also serve customers all across the country. The company is led by Bill Seibert who is President and CEO.
An eyeglass prescription is an order written by an eyewear prescriber, such as an optometrist or ophthalmologist, that specifies the value of all parameters the prescriber has deemed necessary to construct and/or dispense corrective lenses appropriate for a patient. This is where TRO comes in; they provide these lenses to the optometrist and ophthalmologist.
Steve is the CEO of the company and he is always looking for ways to grow the company. Within 18 months of taking over the company he doubled TRO’s revenues. One of the ways he was able to do this is by attending trade shows and trying to generate sales and sales lead by attracting new