Essay about Three Rivers Optical

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Executive Summary

Three Rivers Optical is a company located in Pittsburgh which supplies lenses to the ophthalmic community. Steve Siebert, CEO and head of marketing faces different challenges on deciding if he should keep trade shows he has been doing as sales have not been proficient enough, and whether he should invest in new trade show to grow TRO’s market share. Steve’s plan is to invest into different states such as California and Michigan in the next five years. As TRO is moving towards the west, it needs to invest in trade shows International Vision Expo West and Midwest Vision Conference & Expo. Trade shows are a very important investment in the eyes of TRO since they generate sales, and more importantly attract new …show more content…
TRO should invest in International Vision Expo West, and Midwest Vision Conference & Expo because both of them are attended by the ophthalmic community, and they are located in the two regions TRO wants to expend its business to. Finally, if TRO wants to grow its business in the Midwest, and in the west, he has to attend both trade shows to grab potential buyers,, and more importantly to make his brand known, and create relationship with new customers.
For the shows TRO already does, what should the strategic plan be? What tactics should be included?
TRO has to use different channels to engage current and potential customers. First, TRO has to understand which customer it wants to sell to, define its goals (sales, new accounts, etc..), and inform customers months before by the use of phone calls, direct mail, email or written invitations to invite, introduce, and attract current and new customers to come and visit TRO’s booth. Another way to engage new customers is by advertising in trade publication and newspapers about new product introduction, and for brand recognition. Very important strategic plan is to follow-up with the customer after the trade show.
TRO might consider an alternative for its salespeople as it seems to be too expensive, and maybe look into outsourcing it. TRO needs more salespeople to follow-up, attract, and look for customers. Another recommendation might be to lower the budget for SECO and International
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