Bausch & Lomb

503 Words3 Pages
Problem Statement: Bausch & Lomb Inc. have enjoyed 10 years of a successful industry advantage in the eyeglasses development division with in B&L Personal Health Sector. B&L chose not to aggressively diversify by moving into the disposable lens segment until they were forced by the expansion of the disposable lens market. Because of their delay and competition development, the market has experienced a shift in the total market gain giving the disposable contact lens market an increase in the market and now threatened B&L lucrative conventional lens brand. B&L is now playing catch-up to its biggest competitor Johnson & Johnson. B&L must improve their disposable lens market only by a 5% margin in order to regain the market share held by Johnson & Johnson. The company suffer a (14.8) loss in earnings from continuing operations, however those losses are shown from the R&D Expenses which show a ($108.1) million dollar difference from 1992 to 1993 due to the increase in R&D. (Harvard Business School-Bausch & Lomb, Inc. 9-101-010 Exhibit 3 p. 7) The net sales were up from 1992 to 1993 to show a net gain of $ 163.1 gain in their optics division. My recommendation: Re-development of their distribution process for their conventional lens product, extending the credit line of so many distributors by more than a 25% increase has placed B&L into unaccredited worthy placement if more than 5% of their distributors fail. B&L can roll out the new distribution plan in three phases: Phase- One: Change the distribution method to the company top 10% distributors. Only the high volume distributors with the high volume customer change over first. If B&L high volume customers did not agree with the new sale technique B&L were able to customize the format to their high volume customers. Phase-Two: Decrease the credit

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