LensCrafters Case Study


LensCraftersCase Study

LensCraftersCase Study

Businesssuccess requires long-term plans in order to push on its goals toachieve the various set objectives of the particular enterpriseregardless of the product the business is dealing with. Each of theindividual functions of a business has a critical role in supportingand ensuring the business strategy is effectively implemented and thegoals achieved. Operations, marketing, and finance, are the majorbusiness functions where individuals have specific roles assignedaccording to their job description and level of expertise to supportthe business strategy.

Teece(2010) explains that business activities involve competition in themarkets especially in monopolistic types of markets where there are anumber of players dealing with the same kind of product in the marketonly with various brands. A business enterprise has to, therefore,maintain a competitive position in the market this would requireproper long term planning and vision for the business considering thecompany’s long-term goals. A Proper understanding of the product acompany is dealing with, information on strategies that the variouscompetitors in the market employ would be useful to a businesscompany to be able to differentiate from the competitors and,therefore, stand out in the market.

Teamworkis a critical aspect of the success of a business, in the event thatdifferent parties and employees in an organization decide to workthrough their different ways everyone pushing their own privateagenda, which everyone thinks is best for the company, would lead tototal failure. Employees have to work in unity for a common goal ofachieving specific objectives set by the company. Business is like afootball game where a game strategy is usually laid first before thegame starts.


Thisbusiness function strategy involves planning for various aspects,which particularly specifies the design and use of resources tosupport the business strategy. There are various organizationalresources that need proper planning and policies put in place beforethey can be directed into the various uses geared towards supportingthe long-term goals and competitive business strategy. The operationsfunction is basically responsible for managing the resources neededto produce the company’s products or services (Kim and Mauborgne,2015).

Theplan made by the operations strategy specifies the design and use ofthe resources that include the location, size, and type of facilitiesavailable for the company, special processes, and equipment neededfor the company, any relevant technology to be used, the talentsrequired and quality control methods. The operations strategy isresponsible for clearly analyzing and making a specific overall planfor use of all the resources this is to be done best when it is insync with the company’s business strategy and, therefore, enablingthe company to achieve its long-term plan.

LensCrafters’mission is clearly stated by the management where there aredefinitely defined steps of a strategic mission, market analysis, andthe competitive priorities. All these have been planned on pushing onthe business strategy through creating customers for life bydelivering legendary customer service that is critical to business.Developing and energizing leaders and associates in the world’sbest workplace is also among the strategic missions that the companyplans to introduce to be competitive in the market.

Craftingthe perfect quality eyewear in about an hour is considered their bestshot towards beating their competitors in the market. Time is animperative factor concerning service delivery and handling of thecustomers and consumers of a company’s goods. LensCrafters’strategy to not only produce quality eye wears for customizedaccording to individual needs but also doing it in an hour placedthem a step forward of the competitors when this was introduced. Thedelivery superior overall value to address each customer’s needswas equally among the strategies.

Operationmanagement activities and customer experience

Operationsstrategy in Lenscrafters, for instance, was a major step in thecompany where a lot of time and finances were invested because of theimportance of this business function. How the available resources areused in a business is critical especially where the resourcesavailable are less than the required demand for production ofspecific goods and services. Resources can be quite a challenge moreparticularly in the production companies where the specialists in theoperations function to come up with a strategy to minimize theresources so as to cut on costs which in the long run maybecompromising on the quality of the product delivered to theconsumers.

Operationsmanagement activities are therefore an important aspect consideringthe impact it can have on the consumers. The level and type oftechnology that is used in all these processes should not be so newthe customers should be familiar with the systems used consideringthe competitive market in the century where the Internet andtechnology are widely used, services are consumer oriented. Planningand policy making should consider all these aspects and magnitude ofthe impacts it can have on the long-term business strategy of thecompany.

Thereare a number of operational challenges that the specialists andpolicy makers in this function of business experience frequently inoperation management. Managing the different types of resourcesavailable in a company considering the needs and preferences of thetarget consumer group turns to be tricky most especially when itcomes to balancing the two aspects of consumer and utilizing theresources appropriately. Talents required are among the majorrequirements in planning for the business strategy in maintaining afairly competitive position in the market (Ulwick, 2005).

Importanceof Operations strategy

Itwas until the 1970’s and 1980’s when the Japanese took over themarket share from the United States of America (U.S.A), which hadenjoyed monopoly power and practically no competitor in the field,this reduces the ability to grow. The United States had beenemphasizing on the production of standard product designs until thepowerful competitor came in the industry. The United States hadtherefore made trials to copy and continually keeps up with thestrategies of the Japanese, this copy of the forms seemed new and atthis point, the operations strategy was noticed.

Thereare strategies that the resources available in the market werespecifically designed to support the company’s overall strategiccompany. Operational effectiveness according to the specialists inthe money and banking field is the ability to perform operationaltasks more efficiently than the competitors. Ulwick (2005) explainsthe resources maybe allocated to the wrong tasks having omitted someother functions of business that do not have upper and much impact,the key role of the operations strategy is, therefore, to ensure theoperational function initiates only the right tracks.

Politicaltrends include changes in the political climate local, national, andinternational that could affect a company. For example, the EuropeanUnion creation has had a significant impact on strategic planning forglobal companies such as IBM, Hewlett-Packard, in addition toPepsiCo. Similarly, alterations in trade relations with China haveopened up opportunities that were never available earlier. There hasbeen an alteration in the way companies perceive their surrounding, ashift from a national towards the global viewpoint. Companies seekcustomers as well as suppliers all over the globe. Many have changedtheir strategies to capitalize on the global opportunities, such aspartnerships formations with global firms, regarded as strategicalliances. For example, Xerox and Motorola want to take advantage ofthe avenues available in China and are thus developing strategicalliances to assist them to have a break into that market(Casadesus-Masanell and Ricart, 2009).


Theseare alterations in society that can affect the operation of a firm.For instance, the awareness of the dangers attributed to smoking thathas made smoking be less socially welcomed. This trend has in turnhad a significant impact on companies in the tobacco industry. Forsurvival reasons, most of these companies have altered their strategyto emphasize on the customers overseas where the habit of smoking isstill regarded as socially acceptable or have diversified into otherproduct lines

LensCrafters’ Technology

Thecompany employs the most advanced equipment in the industry in makingthe eye wears in the company. Customers here do not have theopportunity to watch as their eye glasses are being made which ispositively viewed by the management as an addition to the value ofthe service delivered. Equipment used to diagnose quickly andefficiently the eye patients and produce the eye wears in one-hourduration is actually high sophisticated equipment and technologicaldevelopments.

LensCrafters’Value Chain

Thevalue chain follows the same scenario of a production unit in theproduction unit. Before the end product that are the specification soevery individual. Glasses production and supply are two differentprocesses in the value chain. The value of a commodity is criticalconsidering the means and time of traveling from the production unitto the time it gets to the customer in need of eyewear(Casadesus-Masanell and Ricart, 2009).

Asthe amount of various parties increase in between the producer, forinstance, the LensCrafters Company and the consumer who is thecompany’s customer, it turns out to be more costly than beforebecause of the long chain. Quality and customer satisfaction arecompromised because of the long stay before the commodity anddelivered, which are supposed to be the key concern of the customers,consumer satisfaction too.


LensCraftersclients, who are the consumers of their product, have an opportunityto give feedback to the company and raise either complaint associatedwith the product purchased or complain about the same. Feedback isimportant to a business enterprise, and its performance can actuallybe measured by the response from the previous clients, this is ifthey were comfortable with the services offered or not.

Thetechnologies used by the LensCrafters’ technologists and expertswhen put to effective use will be the value of the chain, forinstance, distribution of the various products from the particular.Business strategies are, therefore, an important and critical factorin ensuring the success of the long-term planned objectives andpolicies of the same.


Teece,D. (2010). Business Models, Business Strategy and Innovation. JournalRange Planning 43 (5)172-194

Casadesus-Masanell,R., &amp Ricart, J. (2009.From Strategy to Buinsess Models and to Tactics.10-036. Retrieved fromhttp://www.hbs.edu/faculty/Publication%20Files/10-036.pdf

Kim,W. C., &amp Mauborgne, R. (2015). Blueocean strategy: How to create uncontested market space and make thecompetition irrelevant.New York: HarvardBusiness Review Press.

Ulwick,A. W. (2005). BusinessStrategy Formulation: Theory, Process and the IntellectualRevolution.Charlotte: Information Age Publishing.

Ulwick,A. (2011). BusinessStrategy Formulation: Theory, Process, and the IntellectualRevolution. U.S.A:&nbspPraeger&nbsp.