Clinicas Opticas Chevalier is an eyewear retailer in Panama City that has been in business for over 50 years. It aims to help customers see and look better through quality eyewear and services. A survey found that most customers value quality, price, and customer service. Younger customers are not as loyal and are more influenced by social media and promotions. The document recommends short-term investments in a website and social media presence, and long-term investments in an on-site lab and airport location for 2-hour eyewear services.

1. S
Clinicas Opticas
Chevalier
“Vea bien y luz mejor”

2. Introduction
Clinicas Opticas Chevalier is an eyewear retailer and
prescription manufacturer with over 50 years in the
industry.
S The company is located in Panama City, Panama, and has
been in business since 1962.
S As their mantra states itself “see well, and look even better”
the idea is to help consumers have a better quality of life by
introducing eyewear while looking exceptional.

3. Mission
S The mission to deliver excellence in their products and
services while helping those with their eyesight
conditions.
S Its business is both, product and service base.
S They deal directly with the customer as well as a
manufacturer for other smaller retailers.

4. Situation Analysis
S Clinicas Opticas Chevalier has managed to generate a loyal
clientele.
S They have stayed behind in the digital world, creating a gap
between the company and the younger audience.
S Develop a digital platform to market and communicate our
products while reaching a broader audience.

5. Market Analysis
S We now understand the needs of the younger target
we want to reach and supply.
S The mid age audience has two crucial concepts
which are based on saving time and money.
S The elder market is looking for excellence in
customer service and location facilities.

6. Industry Analysis
The industry is divided into:
distributors, manufacturers, and retailers.
S Eyewear retailers sell eyeglasses, contact lenses,
sunglasses, safety eyewear and optical accessories.
S The stores has trained optometrist to exam patients.
S They also provide fitting, lens processing services and
manufacturing.

7. Market Analysis
S Geographic
The immediate geographic target is the city of Panama with a
population of two million in the city.
S Demographics
-Male and Female
-Ages 7-70+
-Have or are getting a school education

8. Market Analysis
S Behavioral Factors
-Enjoy recreational activities such as reading or watching TV
- Prefer personalized service rather than machine
- Consider it a necessity, rather than a commodity
- Have hereditary eye sight disease

9. Market Needs
Clinicas Opticas Chevalier is providing the customer with
a wide variety of products, services and accessories at
their most convenient facility.
Clinicas Opticas Chevalier seeks to fulfill the following benefits
that are important to their customers:
S Accessibility
S Customer Service
S Competitive Pricing

10. Market Growth
There is a day-to-day growth in the industry
based in everyday life factors.
S For kids who attend school for the first time.
S Heavy machinery workers who labor long hours tend
concentrate in detail and force the eyesight.
S Adults over 40 who reach a stage where a degenerative
condition called presbyopia.
S And other hereditary proven cases where an eye condition
might appear creating the need to find a supplementary aid.

11. SWOT Analysis
The following SWOT analysis captures the key
strengths and weaknesses within the company,
and describes opportunities and threats the
company currently face.

12. Strengths
S Strong relationships with clientele
S Large portfolio of solid licensed brands and product
diversity
S Customized services
S Multiple locations
S Discount packages for all needs and payment facilities
S Competitive prices

13. Weaknesses
S Constant rotation of staff leading to poor customer service
S Un experienced personnel due to lack of training
S Weak presence among young demographic
S Slow response to customer complains
S Alternative treatments – corrective surgery
S Rising counterfeit goods or generic glasses sold in
pharmacies

14. Opportunities
S A growing need in the 24-hour service market. In places as airports,
pharmacies. Safety eyewear for companies who use them for workers.
S The opportunity to decrease customer acquisition costs over time as
more customers are acquired through referrals. Elder people as part of
our clientele can recommend us, and their opinion is usually taking
into consideration.
S A growing digital community that has less time to invest in visiting
retailers and shops, trying to satisfy their needs from the commodity of
their homes.
S The ability to leverage from small retailers with no manufacturing
laboratory. And further acquisition of licensed brands.

15. Threats
S Competition from regional giants setting up business in the
country. Which will make our prices considerably more
expensive to consumers.
S A significant increase in minimum wage in the country, which
consequently makes the labor as well as final manufacturing
price rise.
S Inflation from product distributors.
S Since the optometry field, as a career is not popular in the
country, competitors tend to make offers to the small group of
qualified professionals.

16. Competitors
Currently in Panama City there are four major types of
competitors:
S Optica Sosa y Arango
S Optica Lopez
S Optica Metro
S Econo Optica

17. Service Offering
S Clinicas Opticas Chevalier would like to open their market
to the 2-hour service eyewear manufacturing.
S It is a rapid growing market in the United Stated, and could
benefit those with little time in their hands and a necessity.
S The best option would be to set up a store in a facility with
high traffic and demand, as the International Tocumen
Airport. Since connecting flight have time to spare, even
more so with Panama as an International Hub for many
destinations.

18. Critical Issues
S Its critical issues are to find a strategic location in the airport
facility, which are given by the government through
concessions.
S The investment in the manufacturing devices and products
have a higher price than the one in use, which can lead to a
rise in the price of retail products and services.
S Have a number of proven tests to certify the accuracy and
time management of the process, since it is crucial to
deliver the product on time for customers with departing
flights.

19. Survey Results
S Of the 150 people who were interviewed 60% were
females over the age of 30 years old to 59 years old.
S The remaining 40% were males from the range of 21 – 49
years old.
Male
18 - 29
30 - 39
40 - 49
50 +
Female
18 - 29
30 - 39
40 - 49
50 +

20. Eyewear Users
S From the 150 people questioned, 80% of them were all eyewear
users, which were mostly bought at a local eyewear store.
S However a small percent of this users would risk they sight by
shopping at a local pharmacy for pre-prescribed glasses.
Which meant they have no budget planned for eyewear.
S Among the female users interviewed a considerable percent were
employed and would pay for these glasses themselves.
S They would consider spending over $200.00 in glasses.
While the male individuals would have someone else buy it for
them or be driven to.

21. Decision Making Process
S The female users tend to take longer in the process.
-From a few days to a few weeks before making a final decision
and coming back to the store.
-Stated the main factor when attending a store was distance,
followed by customer service.
S Males users would most likely make a decision right
away.
-Tend to have a notion towards quality and price when asked.
-They want a higher quality for a lower price and would most
likely tend to keep the same glasses for a longer period of time.

22. Consumer Patterns
70
60
50
40
30
20
10
0
Quality Price Customer Service
S All have visited Opticas Chevalier at least once.
S a pattern of attending different stores all based on their last visit.
S Females of 59+ years old was the only group who showed loyalty.
Opticas Chevalier
Opticas Sosa y Arango
Optica Lopeaz

23. Facts
S A small minority would consider a higher price an issue in
order to buy prescription glasses.
S An older demographic is looking for price even if the product
takes longer to deliver.
S A significant majority values promotional advertisement and
has buying patterns based on these practices – social media.
S A large percent agreed on the use of a digital tool linked with
social media.

24. Facts
S About one quarter of those surveyed expressed interest in
having their prescription glasses delivered in a shower period
of a time for a small percentage of raise in their total price.
Conflict: Schedules and accuracy in addresses.
S By far the largest number of those questioned responded
positively to the idea of having a mechanism, which would
save them time.
Conflict: An automatized service could increase final price.
And force the company to have a large stock of pre made
prescribed glasses.

25. Facts
S A small proportion of the people found an interesting
option to shop their prescription glasses through a virtual
shop. http://nicolechevalier.wix.com/opticaschevalier
S However they did find useful the sale of accessories and
contact lenses ordered online and delivered to their
homes.

26. Marketing Objectives
S Create website traffic by adding social media content
S Increase email list sign ups through social media channels
S Increase the number of visitors who purchase. In person or
online.
S Increase online and print mentions
S Increase audience connections through social media tools
S Create a presence and support active fans on social
fundraisings

27. Target Marketing & Positioning
S Target Marketing
The current target can be divided into loyal costumers we want to retain
which belong to an elder demographic, and attract the potential target
which is a younger demographic.
S Positioning
The company is currently positioned as an eyewear retailer, however we
would like to reposition the organization as a place where they can find all
the necessities related to their eyewear care, though a variety retail
channels.
We are also positioning ourselves as the online retailers
for eyewear products.

28. Short-Term Investment
The initial investment would be of $4,000.00
Divided into the following areas:
S $2,000.00 - Design and development of a beta webpage
with a retail section, and a PayPal redirected payment
system.
S $1,000.00 - Creating and managing the social media
presence in the following: Facebook, Instagram, Twitter.
S $1,000.00 - Advertisement and promotional campaigns in
social media. Analyzing statistics and tracking results.

29. Short-Term Recommendations
S The campaign will utilize advertisements in social media tools, such
as Instagram, Twitter and Facebook.
S Will encourage promotional ads and codes for potential costumers to
visit the store to trade in the promotions and buy the products.
S Social media campaigns can also be linked to printed ads in the
primary media based on the survey results, which is the newspaper.
S Secondly magazines and local billboards in bus stops where there is
a high traffic of viewers from low to mid income who would benefit
from promotional codes.
“Forty percent of social media searches by brand are driven by sales,
promotions and deals. But the report stresses that marketing plans may
also benefit from old-fashioned media including print yellow pages.”

30. Long-Term Investment
The initial investment would be of $450,000.00
Divided into the following areas:
S $250,000.00 – On site laboratory and Satisloh equipment
set up to run with specific factory products.
S $200,000.00 – Initial down payment for the airport
commercial space on a concession based.
S $50,000.00 – Additional retail space equipment, and
training personnel.

31. Long-Term Recommendations
As a long-term recommendation I would consider set in up an on site
laboratory with a Satisloh equipment which specialized in small labs and one
hour processed equipment.
Clinicas Opticas Chevalier is still in the speculative stages to the 2-hour
service.
S Strategic location in the airport facility, which are given by the
government through concessions.
S The investment in the manufacturing devices and products have a
higher price than the one in use, which can lead to a rise in the price of
retail products and services.
S Proven tests to certify the accuracy and time management of the
process, since it is crucial to deliver the product on time for customers
with departing flights.