Ohio-based optical retailer part of the integrated Italian eyewear group Luxottica, Pearle Vision, sold eyeglasses and offered in-store eye exams. Once the largest U.S. optical retailer, Pearle Vision, with 266 corporate stores and 356 franchised shops in 2012, was under pressure to contend with and differentiate itself from sector leader LensCrafters, also owned by Luxottica.
Increasing competition from low-price competitors, such as Walmart's visual shops, was adding further competitive pressure. The case takes place in early 2013, with the new CEO proclaiming his plans for revitalizing the chain of Pearle Vision. Will his approach work?
Pearle Vision Clearly Different case study solution
PUBLICATION DATE: October 31, 2013 PRODUCT #: 514015-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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