Download - Sunglass Industry
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Sunglass Industry
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Invented in1929 by Sam Foster
By the 1930’s the industry was vastly popular
Army Air Corps commission
Sunglass Industry Information
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Recession of 2001
Sunglasses make up over 10% percent of the worldwide vision care
Decline is sales in 2009
Sunglass Industry Info Cont’d
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High Profit Margins
Cheaper Materials
Paying for brand recognition
Sunglass Industry Info Cont’d
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Luxottica
Sales Generated
Profit
Brands
Other leaders
Sunglass Industry Info Cont’d
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The company of Oakley was started by Jim Jannard in 1975 in his garage with only an initial investment of 300 dollars.
Their mission is to be driven to ignite the imagination through the fusion of art and science through the products they produce.
Oakley brand also manufacturers products such as apparel, footwear, goggles, electronics, and watches.
Oakley
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Headquarters and manufacturing plant
Innovation & Creativity
Technology & Design
Oakley
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Protective Eyewear
Oakley
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Fox Racing
Oliver Peoples® eyewear
Oakley
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Oakley
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Brand Location
Prescription Industry
Oakley
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It is clear to observe that Oakley is a world leader in their respected industry as well as a trend setter.
Having seen this information we feel that the Oakley brand would be well suited in the Chilean Market place.
Oakley
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In 2007, Oakley was bought by the Milan-based Luxottica Group for US $2.1 billion. They are now one of the most successful brands in Luxottica’s portfolio.
Luxottica’s size, strength and reach give Oakley all the necessary resources for a successful expansion of the business into new markets like South America.
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6.2 billion euros in sales in 2011 65,000 global employees Presence on all continents
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RETAIL DISTRIBUTION
TWO MAIN INDUSTRY SEGMENTS
MANUFACTURING & WHOLESALE DISTRIBUTION
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OPTIMAL BRAND BALANCE
HOUSE BRANDS LICENSE BRANDS
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FINANCIAL STRENGTH
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CASH ON HAND
EMERGING MARKET GROWTH
HALF A BILLION EURO IN MID 2011 - ACQUISITIONS
- OPPORTUNITIES
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DOUBLE DIGIT GROWTH
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LUXOTTICA’S 2012 STRATEGY
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AND HOW THEY WILL DO IT
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WHERE OAKLEY FITS IN THE MOST VALUE ADDED ACQUISITION IN
THE COMPANY’S HISTORY◦ THE ONLY ONE TO EXPERIENCE CONTINUED
DOUBLE DIGIT GROWTH GREAT FIT IN THE AMERICAN MARKETS GROWTH OPPORTUNITIES FOR SPORTING
AND ACTIVE LIFESTYLES (TOURISM) A PART OF THE OVERALL GLOBAL STRATEGY
◦ RETAIL, MANUFACTURING AND DISTRIBUTION◦ START WITH MULTI-LOCAL, EXPAND TO GLOBAL
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Oakley In Chile
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Chile has a GDP(gross domestic product) of $279.9 billion
PPP (price purchasing parity) of $13,331 The public is likely able to purchase
Oakley's sunglass products.
Total Market Availability
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Vast increase in tourism
High amount of brand recognition
Chilean people high on fashion sense
Total Market Availability
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Acquisition of GMO Opticas Proven track record of mobility Customer service center already operating
in Chile
Current Participation In Chile
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The manufacturing plant in Brazil
High amount of recourses from a top notch company (Luxottica)
Many south American recourses
Market research
Using Luxottica’s Infrastructure
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Total Strategy
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Optics Product Variety 575 patents and 1100 trademarks
Oakley Brand
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South American Market
Goal
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Foothill Ranch facility California Dayton, Nevada India CHILE? Soon!
Manufacturing Facilities
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US operations 2013 Brazil Manufacturing plant Multioptica International Regional distribution
Regional Strategy
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Over 470 in South America GMO Optica 221 stores in Chile
Introducing Oakley
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Geographical features Year-round sporting and outdoors Beaches to snow
Local Market
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Resorts Kiosk
Tourism
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Chilean mining accident of 2010 35 pairs of Radar sunglasses
Marketing Moves
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Marketing Moves $41 Million
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Rio de Janeiro, Brazil 600 athletes from more than 30 countries
Olympics 2016
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AFA third parties Current infrastructure
Oakley Retail Store
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