THE COMPANY'S POLICY
IN THE CONTEXT OF
SANCTIONS AND
GEOPOLITICAL TENSIONS
Eldar Khafizov, Ruslan Dunyamaliev, Khalit Zamilov
International business and economics
BMB2214
13/10/22
The brief description
NAME
«MY OPTICS»
INDUSTRY
HEALTHCARE / MEDICINE
TYPE
SMALL BUSINESS
LOCATION
SAMARA OBLAST’
THE YEAR OF
FOUNDATION
2015
SIZE
24 EMPLOYEES
4 STORES
Image is from:
https://ru.joblum.com/job/medsestra-v-optiku-optometrist/1603341
WEB-SITE AND SOCIAL MEDIA
HTTPS://OPTIKA4U.COM
HTTPS://VK.COM/OPTIKA
_MIO_SAMARA
PROBLEMS FACED BY THE COMPANY
Decrease in the attendance of optics stores
Decrease in the purchasing power of the population
Logistical problems with the delivery of goods
Disruption of deadlines for customer’s requests
What should be done to increase the number of
customers and revenue?
THE CHANGE OF COMPANY POLICY, REASONS
AND PROCESS OF ITS IMPLEMENTATION
The change
The company began selling lenses and glasses, as well as consulting patients
with home visits and online
The benefits of its implementation
 the company managed to retain the majority of regular customers buying
glasses;
 to expand sales of contact lenses;
The measures taken made it possible to partially compensate for the losses
from the reduction in the number of visitors to shopping centres
THE CHANGE OF COMPANY POLICY, REASONS
AND PROCESS OF ITS IMPLEMENTATION
The change
The company began selling lenses and glasses, as well as consulting patients
with home visits and online
The drawbacks of its implementation
 the company had to hire two employees responsible for online advertising
and home consultations;
 online consultations did not bring the desired result.
RECOMMENDATIONS FOR THE CHANGE
IMPROVEMENT
What should management do now to improve the change
implementation?
 It is recommended to spend more money on online advertising among
young people
 The company should focus on the sale and promotion of complex
contact lenses
 It makes sense to provide clients with the opportunity to select
eyeglass frames at home
REFERENCES
 Как изменился российский оптический рынок. (2021, April 22). Инвест-Форсайт. Retrieved
September 29, 2022, from https://www.if24.ru/kak-izmenilsya-rossijskij-opticheskij-rynok/
 Миссия компании. (2016, December 29). Мир Оптики. Retrieved September 29, 2022, from
https://m-optiki.ru/o-kompanii/missiya-kompanii/
 Levitac, A. (2012). How to attract new customers to the optical salon, VEKO
 Minaev, Y. (2021) Analysis of the Russian contact lens market in 2020, Bulletin of Optometry
 Ovcharova. L (2021). Monitoring of the socio-economic situation and social well-being of the
population (46-48). Moscow: ISP.
 Салон оптики Счастливый взгляд. (n.d.). Информационный Сайт ochki.guru. Retrieved
September 29, 2022, from https://ochki.guru/brendy-ochkov/salon-optiki-schastlivyy-vzglyad.html