Feasibility study and strategic launch plan for a new venture in an integrated medical clinic/ retail store

This paper outlines a plan for the strategic launch of a new venture in eyecare services and eyewear retailing. To determine the best strategy, an industry analysis is done on the optometry and optical dispensary industries. The marketing analysis section of this paper investigates the firm’s location and the demographic and psychographic characteristics of prospect customers. This paper also outlines the strategy of the nearby competitors. Based on the performed market analysis, estimates of the customers were projected and expenses, incomes, and breakeven volumes are prepared. The firm must follow a differentiation strategy, planning a high-end and professional clinic and retail firm, while placing a high value on customers and their needs. In addition, the firm can attract customers by implementing innovative promotional strategies. In conclusion, the firm can easily survive under normal sales projections, but if the actual sales volumes drop, the firm needs to look at alternative financing and withholding premise rents and owners’ salaries during the beginning of the operation.