Marketing Research Brief

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RESEARCH FOCUS - BRIEF DESCRIPTION OF THE PROJECT

| | |Background | |The OPSM Group, founded in 1932, is an Australian retail chain that specialises in all aspects of eyecare and eyewear, | |including prescription glasses, contact lenses and sunglasses. | | | |Its retail arm comprises well-known Australian trading brands, including: OPSM; Budget Eyewear; Laubman & Pank; Kay’s Optical | |and Precision Eyewear as well as The | |Optical Shop & The Optical Centre in Hong Kong. The company has an annual turnover in excess of $400 million and has | |approximately 600 retail stores throughout Australia, New Zealand, Hong Kong, Malaysia and Singapore. It also trades via its | |website, OPSM Direct, which sells contact lenses online, and owns EyeBiz, a lens grinding laboratory. | | | |Benefits | |The key benefits from the new technology infrastructure are in improved customer service levels. In OPSM’s Penrith store, | |which is a showcase and test-bed for how it is intended to do business, improvements have already been seen since the store | |was revamped and the new technology installed. Aside from the benefits to customers, being connected will also benefit staff. | |They will have email and intranet access over the network enabling them to view company policies, procedures and announcements| |as well as contacting head office regarding leave and any Human Resource issues directly. | SECONDARY RESEARCH FINDINGS

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