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LASIK VISION CORPORATION
Background:
? Canada's largest operating laser vision correction company,
founded by Dr. Hugo Sutton in 1997.
? It had 15 clinics across Canada and 30 clinics in Northern America.
Mission:
· To deliver premium quality care, using the highest surgical standards and the latest technology, at an affordable price.
Services Provided:
? Provides the best quality patient care at the most affordable price for patients (discard glasses or contacts after the operation)
? Provides refractive surgery that correct myopia, hyperopia and astigmatism
Other Information:
? Entry of Michael Henderson in the company. In which he reengineer the traditional model of the refractive surgery process by eliminating the use of other expensive equipment such as ultrasound scanner that measure the individual layers of each cornea.
? Rapid clinic expansion in Canada and in United Sates
? Aggressive advertisement
? Offered lowest fee for lasik surgery in the industry.
Case Questions
1. What was Lasik Vision's competitive priority?
Lasik Vision aimed to gain competitive edge in the eye surgery industry by offering the lowest prices with marginal profits based on high volume of operations performed. In addition, the company was aggressive in its advertising campaign. Prices were brought down from the initial cost of $5,000 to $1,598 for both eyes.
Henderson focused on efficiency, productivity and growth. He believed that mass ...