Aravind Eye Care System

1532 Words7 Pages
ARAVIND EYE CARE SYSTEM: PROVIDING TOTAL EYE CARE TO THE RURAL POPULATION 1. Is Aravind a Market Oriented Company? Do marketing concepts apply for both profit and not-for profit companies? Use all dimensions of marketing orientation when preparing this answer. Aravind is a market oriented company and they mix profit and not-for-profit into their business. Their customer orientation focuses “to provide quality eye care at prices that everyone could afford.” Aravind started small but grew and expanded its services in order to help millions every year. Their “approach sought to restore eyesight to the millions of people with poor vision, eliminate needless blindness and correct moderate visual impairment by providing high-quality, high-volume and compassionate eye care to all.” Aravind is clearly committed to its customers. They understand their customer’s needs, have satisfied those needs and continue to offer superior customer value. Aravind responded to their competitor orientation with a competitive cost advantage. “Aravind’s “paying section” for eye care were charged at competitive rates” and “were often lower than the costs for similar services available” through other comparable hospitals. Also, for patients that needed glasses, they found Aravind’s “prices of glasses and frames were usually less than the cost in an optical shop.” Another competitive advantage to going with Aravind was their quick turnaround on customer orders. “The grinding of the glasses and their fitting were done in-house while the patients waited, thus saving the patients another trip to the hospital.” Those who were prescribed glasses in Aravind’s community outreach program camps also received their purchased glasses on the spot. Aravind focuses on growth, high productivity, high patient volume, innovation and managing their processes to achieve inter-functional coordination.
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