Caselet Code : CLIM012
Publication date : 2005
Subject : International Marketing
Industry : Health-care
Length :
 3 Pages
Price :  Rs. 50 (Detailed Pricing Info)

To download this short case study (No. CLIM012) click on the link below, and select from the list:

» International Marketing Caselets

» Business Strategy Case Studies **

» ICMR Case Collection

 
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Abstract

The caselet details the business strategies adopted by B&L, the leading eye-care company. It explains how B&L adopted segmentation to target the right segment and focuses on the product variants that the company introduced to serve different segments of the market. It analyzes how B&L improved its market share by serving the vision care, pharmaceutical, and surgical equipment markets. It also touches on how B&L's products have attracted fashion-conscious youth.


Issues:

» Business strategies of Bausch & Lomb Company
»  Is the right market segment being targeted by B&L?
» How B&L catered to the needs of various segments
» Positioning of product variants by B&L


Key words:

Bausch & Lomb (B&L), contact lenses, sunglasses, rubber eyeglass-frames, binoculars, microscopes, camera shutter, vision care, pharmaceutical segment, surgical equipments, accessories, ophthalmic, cataract, disposable lens, Rayban.

Questions for Discussion:

1. Analyze the international expansion of B&L.

2. Comment on the type of segmentation adopted by B&L for expanding its business throughout the world.