Surname 1 Student’s Name Professor’s Name Course Submission Date A Competitive Analysis of Ray Ban Company Ray-Ban Company was created in 1937 in New York, United States. The firm specializes in the production of sunglasses and eyeglasses. Its most famous models of eyeglasses are Wayfarer and Aviator (Luxottica 1). Ray Ban’s direct competitors are Oakley and Maui Jim. Ray Ban’s Analysis Ray Ban’s targets middle-class young men and women who include millennials and generation X living in cities and suburban areas (Huynh 2). The prices of the sunglasses range from 150 to 300 dollars. The company is well positioned in the market given that its brand is well-established and is perceived as a top eyewear brand. Ray-Ban generated 200 to 300 million US dollars in 2017 (E-commerce DB para. 2). The firm has maintained its authenticity over the years by adopting effective marketing and promotion strategies. For instance, Ray-Ban uses social media to reach out to a larger target audience. Case in point, the company endorses bloggers, fashion gurus, and social media influencers to endorse its products. The firm’s recent advertisements show the firm’s strategy of making their products timeless since it has shifted from featuring only celebrities to using financially stable young people to make their products appear believable and practical.
Surname 2 An Analysis of Oakley Oakley is Ray Ban’s direct competitor given that it deals with accessories such as sunglasses. It is also a US-based company founded in 1975 and has opened branches internationally. Oakley has a competitive advantage over Ray-Ban given that its products are sportier than Ray-Ban’ goods. The company also targets middle-income individuals between 15 and 44 who live an
- Spring '16
- Marketing, Sunglasses, Ray Ban, Oakley, Ray-Ban, Ray Ban’s direct competitors