LensOptics received a call from the purchasing manager of HC to negotiate and resolve a situation regarding lenses. LensOptics' priorities are to: 1) Defend sales of its advanced Optex IQ lenses by emphasizing their superior quality vision from yellow filter technology. 2) Increase HC's billing by forming strategic alliances and promoting HC's services. 3) Maintain a price of over 108 euros for the Optex IQ lenses, as their unique technology warrants a higher price than standard lenses. Both companies would benefit from focusing on their long-term business relationship rather than short-term price negotiations.

1. HEALTH CARE VS LENSOPIC

2. Introduction
 Health care vs Lens Pic
 Healthcare (HC) is a company that is responsible for issuing insurance whose main provider
lenses in Spain is LensOptic, representing approximately 70% of their purchases.
 The case shows a conflict of how an insurance company HealthCare and provider LensOptics
lenses, discuss the conditions with which the lens models that handles LenOptics, which offers a
high quality on their lenses because they have technology market improves the quality of
vision (yellew filter).
 Both companies seek to reach an agreement because the insurance policy offered by HC for
approval of suppliers. LensOptics aims to provide a single model of White lenses SP, because
it is the only one that meets the requirement of not exceeding los100 euros, however
policyholders HC have complained and have demanded a model that has the highest quality,
such as Advanced IQ model whose price can not be less than 108 euros, given this situation,
the purchasing manager of HC calls for negotiations at both companies decide to negotiate to
resolve this situation.

3. Abstract
The case assumes that LensOptics just
received a call from the head HC
shopping to sit down and negotiate and
resolve the situation tomorrow.
Please note that your goals as Key
Account for 2010, in order of priority
are:
1. Defend sales Optex lens Advanced IQ
2. Increase Billing HC
3. The price of the Optex lens Advanced
IQ, in no case be less than 108 euros.
Le cas suppose que LensOptics vient de
recevoir un appel du centre commercial tête
de HC pour asseoir et de négocier et de
résoudre la situation demain.
S'il vous plaît noter que vos objectifs en tant
que Key Account pour 2010, par ordre de
priorité sont les suivants:
1. Défendre les ventes lentille Optex
avancée IQ
2. Augmenter la facturation HC
3. Le prix de la lentille de Optex avancée
IQ, en aucun cas être inférieur à 108 euros.
El caso Supone a que LensOptics acaba
de recibir una llamada del jefe de
compras de HC para sentarse a
negociar y resolver la situación mañana
mismo.
Tenga en cuenta que sus objetivos como
Key Account para el año 2010, por
orden de prioridad son los siguientes:
1. Defender las ventas de la lente Optex
Advanced IQ
2 incrementar la Facturación de HC
3.El precio de la lente Optex Advanced
IQ, en ningún caso puede ser inferior a
108 euros.

4. 1. Defend sales Optex lens Advanced IQ
• It must defend the attributes of the
article, advanced OPTEX lenses have a special
design that substantially improves the quality
of vision and contrast
sensitivity (yellow filter technology)
• Consumers recognize that the lens is of better
quality
• Lens sales have increased significantly in the
market and with respect to
the lens gradually decreased sales

5. Sales
SALES INVOICES TO HC

6. 2. Increase billing of HC.
Make
strategic and
networking
alliances with
HC
To promote
and
advertise the
services of
HC

7. The product can´t lower the price because
their technology is unique
The Optex Advanced IQ lens is sued for
its technology and not its price.
Do not lower the offer price but if you
have a long term business relationship that
entailed higher sales of thecompanies
3. The price of the Optex lens Advanced IQ for any reason can´t
be less than 108 Euros.

8. Conclusion
In any negotiation
prices of products or
services they are not
always problem. The
solution is that we must
have a look to the
future and think about
business and long term
business relationships