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http://cdr.uum.edu.my/jspui/handle/123456789/22| Title: | Starlight Optical: a New Equilibrium? |
| Authors: | Jan-Jan, Soon Siti Aznor, Ahmad |
| Issue Date: | 2016 |
| Publisher: | IMBRe |
| Abstract: | Tracy Chao listlessly hung up the phone. “What should I do?”, her head throbbed and thoughts whirled. She just got off the phone with one of the salesmen. “He’ll be here tomorrow morning and i have yet to decide.”, she seemed to be admonishing her own indecision. As the manager of the eyewear optical shop in Changlun – Starlight – Tracy needed to decide urgently whether or not to place any orders for an assortment of top designer eyewear, an assortment that was quite exclusive in Malaysia’s eyewear retail industry. Furthermore, it was not every day that salesmen carrying such top designer eyewear would travel all the way to small towns like Changlun to promote such products. It was only due to intense road-shows by the top brands, as part of their concerted large-scale promotion in Asia, that the salesmen were carrying such exclusive high- end brands. If Tracy postponed her decision and did not place any orders, it might be a long wait for her before the next chance came by. That was why Tracy had to come up with her final decision overnight, though she had been mulling over it for the past couple of weeks. What compounded to Tracy’s decision was that it was not as straightforward as it might seem on the surface. In addition to the issue of whether or not to go for high-end luxury eyewear, Tracy had to decide on at least three companion issues, i.e. doing a store facelift, possessing state-of-the- art equipment, and recruiting an optometrist. These were associated issues because to Tracy, a retail store selling luxury eyewear had to also look the part. It simply meant that the store front had to project an image of luxury, in addition to being equipped with the latest ophthalmic technology and having qualified personnel overseeing the store |
| URI: | http://cdr.uum.edu.my/jspui/handle/123456789/22 |
| Payment Link: | http://epay.uum.edu.my/go.php?billcode=CDRCASE&productid=TC093-1 |
| Appears in Collections: | Cases in CDR |
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