Essilor case Discussion.docx

Essilor case Discussion.docx - Lesson 5 Essilor case...

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Lesson 5: Essilor case: Essilor is filling up the situational void which is happening in the rural area. Essilor instead of giving up the market, decide what that there is an opportunity there. Essilor margin for the high-end products is about 15%. Essilor margin for the middle segments is 10%. Essilor partner the local companies/ competitors via investing in their business and act as their suppliers. Essilor BOP markets is about less than 5%. This mean that they are losing money. Essilor conclude that there are 2 big benefits. 1. Strong relationship with the govt and locals. By help to address the local vision problems. CSR 2. Transfer from Essilor P/L company into the Essilor foundation which focus on CSR. Which continue to build on brand loyalty and goodwill from the govt and locals. There can be 2 models, not for loss and seeking donation. Essilor adopt the former. Thus, Essilor sell the spectacles ale for $5, where $1 go to the staff. Minus all the other operating cost, they have to manufacture the lens at $3.40. (Don’t underestimate the benefit of CSR initiatives).
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