I.

EXECUTIVE SUMMARY

A leader in today’s vision care industry in the Philippines, Executive

Optical, Inc. was founded in 1968 and now has a total of more than 75 branches

in key cities nationwide. EO Executive Optical Eyewear offers products like,

contact lenses, contact lenses solution. EO sun wear, SEEN eyewear, frames

and glasses. The customers can assure that products are comfortable because it

was made in lightweight, stylish, smooth, smooth edges, elegant, understated,

durable, titanium, with photochromic lens and anti-UV. Prices vary depending on

the product the customer will purchased, either based from the style uses.

EO don’t just sell eyeglasses and sunglasses; they also see to it that the

customers have the correct prescription. At Executive Optical also offer

computerized eye check-up performed by trained and licensed optometrists.

The primary target market of EO are people who are suffering from poor

eyesight regardless of their age. Customers can guarantee their safety because

of proper prescription, see clearly and enjoy life by having good eyesight. The

company has numerous branch located at malls or a separate building around

the city. Also, target market may reach the product through TV commercials,

radio ads, print ads and billboard. It also has online access like official website,

Facebook, Twitter and Youtube.

The short term objective of EO is to maximize the products capability to

have high sales growth. On the other hand, long term objective is to be the

clients' only choice for eye care products and services in every location where

the company operates.

responsible for envisioning, planning, and implementing cost-effective in-store

displays, annual visual strategy for events and promotions to create, dynamic,

and entertaining for customers, as well as supporting sales to meet bottom-line

targets. Petty cash, payables, receivables, bank reconciliation, liquidations,

payroll, and other money-related matters are handled by a treasury assistant,

purchasing assistant acts as a go-between for the company and its vendors. In

charge of placing direct orders for items, product quality and functionality are

checked by production technicians. HR assistant for timekeeping and recruitment

of employees, graphic artist is responsible for designing and laying up marketing

and store collaterals, field auditor who conducts audits of branches around the

country (inventory; compliance-operations). The marketing goal of EO is to

increase the market share, sales growth, and be the first choice of every

customers in every location it operates.

Executive Optical Inc. (EO) is a Philippine-based optical company that

sells eyeglasses, contact lenses, and sunglasses. Its main goal is to provide the

best quality of eyewear to customers which are made by well-trusted

management team.
II. CURRENT MARKET SITUATION

A. The Situational Environment

1. Social and Cultural Factors

Social factor is vital as a marketing driver for customers commonly

based their decision in others opinions. EO Executive Optical official

website has a section where testimonials and feedbacks are posted for

the references and reviews of customers. Target market often search

for feedbacks and before buying decisions that is why posted reviews

is a key point in the acceptance of EO products. Example is

“Lightweight eyewear and welcoming staff. Glorietta branch” by Shaira.

On the other hand, cultural factor such as good eyesight is equal to

happy life brings customers the idea of having a trusted and high

quality eyewear results to great opportunities.

2. Demographic Forces

Demographic forces affects the acceptance or rejection of EO

product for the population indicates the possible number of customers

the company main have. As the population increases, probability of

customers may also increase since poor eyesight is common to people

especially as they gets old, vice versa. At the same time, other factors

may affect the conditions of the vision of individuals.

3. Economic and Business Conditions

Quezon City is the highest population in the Philippines with nearly

3 million as of 2020. It is considered as one of the top busiest city with

of year 2020 with approximately 452.33 billion Philippine pesos worth

of asset value. Following by a large margin was Makati City with assets

of about 238.47 billion Philippine pesos. Given that the city is

progressive, people are more prone to poor eyesight due to numerous

radiation and emission of pollution. Good eyesight is a key factor in this

kind of business because office workers and business people use too

much technology that requires effective eye protection and high quality

eyewear.

4. State of Technology

EO Executive Optical offers a various variety of eyewear to the

customers. Products are made from Carbon Fiber frames feature a

high strength-to-weight ratio and are extremely stiff, making them the

ideal eyewear material for persons who are very active outdoors. It is

long-lasting, non-corrosive, and light. Since the demand and trend

changes fast, the style, quality and materials requires to meet the

needs and expectations of the customers. The product comes up with

three layer packaging; the hard case, a box and paper bag to ensure

that the product will not be damage in all circumstances. High

technology results to increase in the products production, marketing

situation and sales growth.

5. Laws and Regulations

essential role of optometry as a profession in safeguarding and

enhancing the health and general physical well-being of the citizenry.”

An act to regulate optometry practice, improve optometric education,

integrate optometrists, and for other purposes. EO Executive Optical

ensures that the optometrist the company hires are certified, educated

and well-mannered. Scamming and fake certificates are common

issues today which the team assures the hired employees and

applicants are qualified for the position.

6. Financial Climate

EO Executive Optical will use different flat forms to promote the

products. Along EDSA which facing traffic flow a size of 50 ft. x 70 ft.

billboard frame advertising cost is Php.200, 000.00 a month, with a

contract of minimum of 1 year, renewable. This not include the

tarpaulin approximately costing Php.100, 000.00. For the radio

advertisement, Easy Rock price depending on the coverage, it ranges

to Php.1700 – Php.5500. A simple 15 seconds commercial on

primetime spot is about P100, 000 to P400, 000. The number of times

an ad is repeated on a single spot is referred to as "Frequency." Prices

may vary depending on a program's scheduling and ratings. The

higher the rating of a show, the higher the expense, but the

viewership / awareness of the product will be maximized. The loan

Php.405, 500.00.

B. The Competition

The top three competitors of EO Executive Optical are; Eye Society

which is one of the biggest eyewear boutiques in the Philippines. Designer

frames is one of its advantages. Unlike other merchants, Eye Society's

stores are usually large enough for you to wander around and try on

whatever you like. Though it is known for its expensive products, it also

has a number of mid-priced brands that are nearly free. The second is

Nackymade, which is designed to exactly frame the customer's face using

accurate measurements. It's recognized for its bright colors and intricate

embellishments, such as dinosaur-shaped arms. Third is the Ronnie $&

Joe, one of the few places where you can be sure that everything has

been meticulously chosen. And it's actually a positive thing in this

scenario. It has a cool mix of handmade high-quality pairs, hyper-trendy

frames that will make you stand out, and even companies you've probably

never heard of, with the majority of them being exclusive to the shop.

Overall, even for its cool interiors, it's a must-see. Companies have

different advantages in terms of product, place, price and the other

marketing mix. Others may have advantage in relation to the price, some

in the quality, location and style.

C. Strengths and Weaknesses Analysis

1. Strengths
a. The management team are all qualified and well-trained. Each

employee has a degree in the position they applied for with

experience related to the position. Through the training held,

employees are able to enhance their critical ad problem solving

skills, teamwork, professionalism, oral and written

communication skills and leadership.

2. Weaknesses

b. EO Executive Optical management team are adaptive which

results to a tendency of taking too much responsibility in the

project. Also, discomfort of taking big risks since the future and

name of the company is in the line in terms of any actions and

decision.