Posted by & filed under Part 4: Marketing Management.

Description:  Brett Arends, WSJ’s ROI columnist, tells colleague Adam Najberg that those $200 designer shades you’re wearing may be just like the $20 ones you buy at a Lens Crafter store.

Source:  Marketwatch.com – video report

Date: 07/21/2010

Link: http://www.marketwatch.com/video/asset/are-your-sunglasses-worth-the-big-bucks/EE3371B8-D867-409F-860A-F8AE69BC4625

Questions for discussion: 

  • Do you think customers are aware that one firm dominates the supply as much as it does and thereby controls the market price?
  • Why have other retailers not capitalized on this overpriced market condition and offered lower priced product?
  • Do you think price is the most important factor for customers who are shopping for sunglasses?
  • What other factors would influence their buying decision?

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