...Harvard Business School 9-596-087 Rev. February 1, 1999 Vistakon: 1 Day Acuvue Disposable Contact Lenses “Well Gary, what do you think?,” asked Bernard Walsh former CEO of Vistakon and current Company group chairman of Vistakon’s parent company Johnson & Johnson (J&J). Bernie Walsh had been president of Vistakon from 1987 to 1993. During his tenure, Vistakon had grown from a specialty manufacturer with $20 million in annual sales to a market leader in the contact lens industry with over $250 million in annual sales. Gary Kunkle had succeeded Walsh in 1993 and the two were meeting in early 1995 to review the performance of 1 Day Acuvue contact lenses in the western regional rollout. The world’s first daily disposable contact lens, 1 Day Acuvue was designed to be worn for one day and then discarded. A national launch decision needed to be made, but based on the test market and the western regional results, there were lingering concerns regarding product positioning, pricing, promotion, advertising and trade support. Vistakon was an autonomous and highly entrepreneurial division in J&J’s renowned decentralized organization, and Gary Kunkle knew the decision was his to make. However, he also knew that J&J expected product excellence and market success. As Kunkle considered his options, he recalled a remark made by Walsh, We need to be careful that we don’t allow our past success to undermine our future growth. Big companies tend to be too cautious. Now that...
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...segment, has become a market leader in the contact lens industry due to the development and launch of Acuvue, the first one week disposable extended wear lens, and of Surevue, a two week disposable daily wear contact lens. Vistakon’s key success factor lies in the company’s strong technological advantage. Acuvue’s revolutionary manufacturing process (“stabilized soft molding”) allowed Vistakon to produce lens with improved optics and superior comfort to patients, whilst also keeping production costs (and prices) low. The technological leadership and continued innovation was also made possible by J&J. On the one hand, the highly decentralized organizational structure provided an ideal entrepreneurial environment which fostered change and innovation. On the other hand, the parent company provided Vistakon with the financial resources needed to attack a mature and competitive market. The latter two elements will prove to be crucial in creating a sustainable competitive advantage based on technological superiority and fast go-to-market (first mover advantage). In fact, although Vistakon’s current manufacturing technology will likely be matched and surpassed by competitors, Vistakon’s continuous search for innovation, coupled with J&J’s strong financial support will ultimately guarantee a constant technological leadership. In 1993 Vistakon is considering launching 1 Day Acuvue, the first daily wear single-use, truly disposable contact lens. As Bernie Walsh said, the introduction...
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...Vistakon is a highly successful manufacturer of contact lenses with leading brands in the disposable contact lens segment. Following the recent success of its Acuvue and Surevue products, the company has developed a daily disposable contact lens, 1 Day Acuvue. The new product has been launched in the Western region, and based on the results, Vistakon needs to decide how to roll out the product nationally. Positioning, pricing and distribution of the product are some of the main focus areas for Vistakon. The soft contact lens market had 21M consumers in 1994. Vistakon penetrated this market in 1987 with Acuvue – an extended wear contact lens that was the first disposable lens at the time. It was a revolutionary concept – a lens that you “never had to clean”. But what caused Vistakon to originally develop the product was an inexpensive manufacturing technology. Disposability was largely a consequence of the manufacturing process rather than an identified consumer need. Yet, this helped Vistakon differentiate the product, and create a market that grew to 4.6M consumers in 1994, while making profits due to high volume, low cost production. The success of Acuvue was also a result of innovative “pull and push” marketing strategies – reaching out directly to the consumer, while establishing a close relationship with Eye Care Professionals (ECPs). The financial backing of parent company, Johnson & Johnson (J&J), was a big reason why Vistakon was able to pursue an aggressive marketing...
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...1. Is 1-Day Acuvue a superior product? How would a patient pick between 1-Day, 7-Day, and 14-Day contact lens? Yes, 1-Day Acuvue is a superior product. Technology advancements in manufacturing allowed Vistakon to create a more convenient and comfortable contact lens for consumers – which are two major drivers of contact lens purchases according to Vistakon customer research. 1-Day Acuvue users experienced less ocular complications, less unscheduled doctor visits, and higher levels of contact lens comfort. Customers who are very health conscious and looking for convenience would choose 1-Day Acuvue because it’s a contact lens that can be changed every day, so no need to worry about putting in a dirty contact lens in their eyes, and no need to deal with the hassle of cleaning them. Customers who were part-time contact lens wearers would prefer the 7-Day contact lens. Customers who are more cost conscious would select the 14-Day contact lens because it had the lowest avg. total yearly expense ($321.50). 2. What is the value of a 1-Day Acuvue user, a 7-Day Acuvue user, and a 14-Day Surevue user to Vistakon? The value to Vistakon for each of the respective types of contact lenses is as follows: 1-Day $91, 7-Day $98, and 14-Day $97 – see Exhibit 1 for additional details. 3. What are the main issues limiting consumer adoption of 1-Day Acuvue? Consider adoption for patients and channel partners. The primary barrier for broader adoption of 1-Day Acuvue by consumers is total cost...
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.... Case 3: Nike MaxSight Contact lenses: Seeing a Need 1. To identify different markets and products for MaxSight, Nike has used an analysis of consumer needs bases on the present products in the market. In fact, there were some kinds of contact lens but none of them reach consumer needs, which is a contact lens can protect the eyes as a pair of sunglasses. Nike has given MaxSight to take full advantage of visual acuity and is suitable for ones need or don’t need prescription. Athletes and sports participants are likely to be the largest segments, but individuals who have active lifestyle also play an important role to adopt product. 2. Elements of the marketing mix for Nike MaxSight currently are 4P : a. Product: two tints including grey-green and amber-tinted contacts. b. Price: $60 for a two-month supply c. Promotion: customers are able to purchase products only when they get examination and fitting. d. Place: MaxSight contact lens came out at the time other products cannot satisfy customer’s need and the public way Nike gives information. According to 4P analysis, Nike has a very good product with lots of advantages which addresses customers’ satisfaction. They also get on time promotion, when there was no such contact lens exit. So, base on marketing mix Nike has already undertaken, I think Nike should reduce the price just a little bit. $50 is more affordable than $60. Because the lowest price is $25 and the most expensive...
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...Biology 100 – K. Marr (Revised Spring 2010) Lab 2. Microscopic Observation of Cells Prelab Assignment 1. Before coming to lab, read carefully the introduction and procedures of each part of the experiment. If you and your group members are not familiar with the procedure before coming to lab, you may have difficulty completing this exercise during the lab period. 2. Answer the Prelab Questions on the first three pages of the report sheet and be prepared to hand them in at the start of your lab class. Please be aware that you need to go online to answer prelab question #3. Goals of this Lab Exercise After completing this lab exercise you should be able to..... 1. Identify the parts of a compound light microscope and use a microscope to competently examine biological samples 2. Determine the diameter of the field of view for the various objectives of a microscope 3. Accurately sketch, describe and cite the major functions of the structures and organelles of the cells examined in this lab exercise 4. Estimate the size of specimens viewed with a microscope. The Microscope The microscope is one of the principal tools of the biologist. Without the microscope, many of the great discoveries of biology would never have been made. The light compound microscope, illustrated in Figure 1, is the type of microscope most commonly used. Proper, comfortable use of the instrument demands practice. The practice afforded you in this exercise depends upon familiarity with the parts of the microscope...
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...A…..Identify the following Body Cavities …..Provide an answer for each number: [pic] B……Identify the Body Planes…..Provide answer for each number.. [pic] c……Identify…Body Parts: Dorsal View….1-12…. [pic] D….Identify the Body Parts: Frontal View…numbers 13-37… [pic] E….. Complete the Terms Referring to Direction/Relative Position 1. Superior = above; Inferior = below-(Example how to complete others listed) 2. Anterior = 3. Medial = 4. Cephalad = 5. Ventral = 6. Proximal = 7. Superficial = F….Complete the following-Nine Abdominopelvic regions |1. |2. |3. | | | | | | | | | | | | | | | ...
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... 13) calculate total magnification of specimens being viewed * To calculate the total magnification of specimens being viewed, it must first be understood that each objective lens has its own level of magnification, which is then multiplied by 10, as the ocular has a magnification of 10. To calculate the total magnification then, one must multiply the magnification of the objective lens by 10. So, on the 4X objective lens, the total magnification would be 40X. So to calculate the total magnification of specimens being viewed, simply focus the view and multiply the objective lens you’re on by ten. For example, if I was viewing a specimen under the 10X objective, the total magnification would be 100X. 14) estimate sizes of macro and microscopic specimens in metric units * In order to estimate the sizes of macro and microscopic specimens in metric units, you first need a microscope with a reticule, which is a scale that is built into the eyepiece. Or, another type of scale built for this purpose. The scale should be in mm. Above is an example of a scale from http://www.ruf.rice.edu/~bioslabs/methods/microscopy/measuring.html. The distance between the largest lines represents 1 mm, the distance between the next largest lines represents 0.1 mm, and distance between the smallest lines represents 0.01. To measure a specimen, simply line up the edge of the thing you are measuring with the 0 mm mark and count the lines. To see the smaller measurements, it may be necessary...
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...the microscope supports the microscope and houses the illuminator •Arm connects to the base and supports the microscope head. It is also used to carry the microscope. When carrying a compound microscope always take care to lift it by both the arm and base, simultaneously. Ocular with Pointer eyepiece which magnifies image projected by objective Body Tube maintains the correct distance between the eyepiece and the objectives (usually 25 cm) Arm supports the body tube and is used to carry the microscope Coarse Adjustment a knob that makes large adjustments to the focus Fine Adjustment a knob that makes small adjustments to the focus Nosepiece holds the objectives and can be rotated to change the magnification Objective Lenses Adjustable lens system that permits the use of a low power lens, a medium lens, a high power lens, or an oil immersion lens Low Power This objective lens provides the lowest magnification Medium Power This objective lens provides a medium magnification level High (Dry) Power This objective lens provides the second highest magnification Oil Immersion the use of a drop of oil, that has the same...
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...objectives, which creates the visual effect of depth perception. Thus making a upright, three dimensional perspective. Stereo microscopes, are sometimes still referred as dissecting microscopes, Parts of a Microscope: Me Alright so let’s move on the parts of a microscope, we will be focusing on a compound microscope due to the fact it is one of the most common ones. Also due to the fact we use this type of microscopes here at our school. Eyepiece or Ocular is what you look through at the top of the microscope. Typically, standard eyepieces have a magnifying power of 10x. Optional eyepieces of varying powers are available, typically from 5x-30x. Eyepiece Tube holds the eyepieces in place above the objective lens. Objective Lenses are the primary optical lenses on a microscope. They range from 4x-100x and typically, include, three, four or five on lens on most microscopes. Objectives can be forward or rear-facing. Body Tube holds the nose piece at one end and the eyepiece at the other end; conducts light rays Nosepiece houses the objectives. The objectives are exposed and are mounted on a rotating turret so that different objectives can be conveniently selected. Standard objectives include 4x, 10x, 40x and 100x although different power objectives are available. Coarse and Fine Focus knobs are used to focus the microscope. Stage is where the specimen to be viewed is placed. Stage Clips holds slide in place on the stage....
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...Chapter 4) C.S. Lewis seemed to be attempting to convey an often missed message. The lens through which we look at a set of circumstances changes our understanding of those circumstances. If we fail to look through different lenses and learn from what we see, important details will be unaccounted for. The four lens model exercise revealed differences, similarities and the tendencies of lens that I view the world through. The differences in the concepts changed depending on the lens. Leadership was described as missing through the cultural lens. The management and motivation lenses appeared to be compensating for what the cultural lens showed to be lacking. The same trend shows itself in the management and motivational categories with one exception. The cultural lens in these categories has a positive tone verses a nonexistent one. Diversity and change categories show an adoption of current status view without being connected to greater understanding. The differences still had a common thread. The exercise has showed that I feel as though I am playing catch up. The similar theme in the four lens model is staggering even to myself. The lens changed but the theme of what I saw through the lens stayed very much the same. There is a progression through the lenses like stages. The cultural lens no matter the category seems under informed or a feeling of a lack of advantage. The lens changes to experience or academic the tone of the comments become more full and balanced. Diversity...
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...There are many recent pieces of legislation and policies. The Children Act 1989, States that it is the authorities' duty to safeguard children and promote their welfare. This is to say that children from all backgrounds that are vulnerable to harm should be protected. Also their general way of life should be shielded from those who threaten to harm or impair it in anyway. To protect the children from such people or events, such as abduction, social workers (sometimes known as child protection officers) have been employed. Their primary goal is to focus on the safeguarding of children and for many years these workers have also provided additional support to families and family members that feel they are vulnerable. CAFCAS along with social work is another agency that is employed in the welfare of children dealing with courts to find solutions to families’ differences when parents separate. Their goal is to reunite parents with their children and also to provide the children with a better way of life. This is either by shielding them from an abusive parent or, by helping the single parent gain access to finances to help support the child. Another feature of this legislation is to enable the courts to decide on what is best for the child, if that choice is more beneficial for the child in their current situation. This could in extreme cases involve the removal of the child from their parents and be placed into the care/foster care system; this is always the last resort. CAFCAS...
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...Task 1 Criteria: P1 – Outline why children and young people may need to be looked after away from their families (Unit 10) In the year ending 31 March 2013, a total of 68,110 children were looked after by local authorities in England, a rate of 60 per 10,000 children under 18 years.(13/09/15; Rachael Harker and Sarah Heath)In our community, the local authority has a duty of care which is to ensure the safety/ well – being of others. However, there are times when a child’s best interests have to be taken into account and these interests may be that being cared for away from their family home is best. There are many different reasons as to why children and young people may need to be ‘looked after’ away from their families. The term ‘looked after’ has a specific legal meaning based on the Children Act. More often than not, the reason behind the child being looked after is because the child’s parent or the person who have parental responsibilities and rights to look after the child are unable to care for him/her. (@ Citizens Advice; 13/09/15) These could be either family or child related reasons behind the removal of the child. One of the family related reasons could be through a court order. There are a number of orders that can be issued to ensure the protection and supervision of children. However the main orders that can be made are a child protection order, a child assessment order, an exclusion order, a permanence order and a parenting order. (@citizens Advice:...
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...1. Using the table below, explain the key areas in current legislation which relate to the safeguarding of children (1.1) | Legislation | Description of the area | 1 | The Children Act 1989 | * a child’s welfare is paramount when making any decisions about a child’s upbringing. * It introduced the concept of parental responsibility * Local authorities are charged with the duty to investigate if there are suspicions a child suffers significant harm * The NSPCC is designated “authorised person status”. * defines “harm” as ill-treatment (including sexual abuse and non- physical forms of ill-treatment), or the impairment of health or development. * helps professionals in identifying children in need, and deliver the best options in helping the families and children. * | 2 | Children Act 2004 | * sets out the process for integrating services to children * appoints local authorities and their partners to delegate a director of children’s services and an elected lead member for children’s services, who is ultimately accountable for the delivery of services * created the post of Children's Commissioner for England * updates the legislation on physical punishment | 3 | The sexual Offences Act 2003 | * updates the existent legislation regarding offences against children * monitors the sex offenders * includes the offences of grooming, abuse of position of trust ,trafficking. | 2. Evaluate the effectiveness of a range of activities that...
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...There are many different types of legislation have influenced social care provision. This includes The Care Standards Act (2000) and The Children Act 1989 and 2004. The Care Standards Act (2000) provides for the administration of a variety of care institutions, including children's homes, independent hospitals, nursing homes and residential care homes. The Act was passed to regulate and to reduce unfairness and inequality in different social care services. The main purpose of the Act is to reform the regulatory system for care services. There are policies and procedures within the act which require CRB checks to take place. It attempts to take control of the whole concept of care, in all its forms, and to regulate those who provide it virtually in all settings and circumstances. Children Act 2004 is a wide ranging act covering many areas such as parental responsibility and child protection. This act states that children's welfare is paramount. It also made it clear that opinions from children and young people should be taken into account when decisions about their future are being made. It requires local authorities to make arrangements to promote cooperation between the authority, each of the authority's relevant partners and such other persons or bodies working with children in the local authority's area as the authority considers appropriate. The arrangements are to be made with a view to improving the wellbeing of all children in the authority's area, which includes...
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