1.0 EXECUTIVE SUMMARY
CIBA Vision is the world's leading provider of cosmetic and colour contact lenses to change and enhance eye colour. CIBA Vision is enabling consumers to change, enhance or illuminate their appearance with the subtle, natural depth of beautiful eyes. CIBA Vision offers the widest variety of colours, modalities and cosmetic contact lens styles - more than 85 combinations in all -- of any contact lens manufacturer
In Year One (2008) CIBA is expected to achieved a sales turnover of $21.26 million and continue to grow at average of 70% per year. During these three years CIBA is expected to open 10 new outlets and thereafter review the performance of each outlet's profitability.
A major portion of expenses is channeled to Advertising & Promotion in order to achieve the projected Sales Turnover. A & P budget will be strengthened over the next two years in line to generate the required revenue.
Net Profit for the first year is projected to achieve $2.44 million and growing to $5.36 million in 2009 and $8.81 million in 2010 with an average of 134% annual grow rate. Net Profit Margin is growing year on year and expected to reach 22.0% by 2010.
During Year One (2008) CIBA will adopt Market Penetration Strategy and focus on setting up their owned retail shops within Central Business District (CBD) are and appoint distributors outside CBD area to increase market penetration. Year Two (2009) ? Market Development Strategy, CIBA will extend the user of their contact lenses to higher studies students group and continue to build wider distribution through distributors and wholesalers. Year Three (2010), CIBA will adopt Product Development Strategy and develop eye-care products to complement the sale of CIBA contac ...