Ray-Ban Company.edited

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Ray-Ban Company

Ray-Ban sunglasses were introduced in 1937 in New York, United States. It was later bought by an Italian company, Luxottica. The company is well known for its sunglasses, both prescription and non- prescription. The company is one of the major companies that deal with the sale of eyewear boasting a 5% share in sales in the world.
Internal Analysis
Ray-Ban has successfully maintained its reputation as a leading company in the eyewear industry as it has continued to produce high-end products over the years. This has partly been due to the efforts the company has put in keeping up with the trends and also customization of the sunglasses depending on the preference of the customer. Their prices go hand in hand with the quality of the sunglasses especially the lenses. This makes their prices to be high with prices ranging from $150- $250. They are sold in high-end stores which also accounts for their high prices. Their retailers include Nordstrom and Macy’s. They also sell their product online through their website or a third party such as Amazon (Poushneh et al. 232). The promotion of their product is mostly online but they also do the advert in print and billboards. The target market for their products are mainly the generation X and the millennials who are persons aged between 21 and 57 years. This is partly due to the large cover of the age limit of young adults and middle-aged adults who want to switch up their styles eve…