Executive Summary: Vistakon plans to continue with its leadership in the soft contact lenses industry that started in 1988 with the invention of Acuvue, a disposable contact lens that revolutionized the vision correction industry. To achieve this goal Vistakon should quickly go national with the 1 Day Acuvue and pioneer the daily wear disposable lens industry. The management of the company has a strong experience by lunching new products that at first seem to produce disappointing results but at the end prove to be great success. If we take a look on exhibit 14 in the case we clearly see that the industry is moving from the upper right corner (conventional and reusable lens) to the low left corner (almost daily disposable lens) being the introduction of 1 Day Acuvue a natural movement. In order to succeed, Vistakon should first focus on only two segments as its primary market target: patients who never used contact lenses or who dropped out in the usage due to different complications, and patients that wear conventional lenses but want to have a new experience using healthier, more......

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