The Marketing Tasks The purpose of this assignment is to help students develop the ability to apply the knowledge of marketing to the real world. Hong Kong's Optical 88 is the chosen case for this term. Optical 88, found in 1988, is one of the key eyeglass providers in Hong Kong. Currently, it owns the largest optical retail network in Hong Kong. However, some popular foreign eyeglass brands established their branches in Hong Kong recently and the retail networks become larger and larger. Taking the role as a marketing manager of Optical 88, you are asked to suggest different strategies to extend the product/service life cycle of Optical 88. These might include the ways to modify the product/service(s), to change the market(s) served or to reposition the product/service(s) in order to meet the changing needs and wants of the consumers and to differentiate from competitors. To complete the individual written assignment, students are required to search the relevant information from various sources (e.g., library, electronic data bases, Internet search engines, newspapers and magazines etc.) about the company background information, market landscapes, competitors, customers etc. Each student is required to suggest at least two different strategies and provide supports for each strategy with the following considerations: Whether there is sufficient demand for the product/service suggested in the strategy Whether the strategy matches with the marketing objectives Whether the company possesses the expertise and resources to implement the strategy Whether the product/service suggested can differentiate from competitors The Marketing Tasks The purpose of this assignment is to help students develop the ability to apply the knowledge of marketing to the real world. Hong Kong's Optical 88 is the chosen case for this term. Optical 88, found in 1988, is one of the key eyeglass providers in Hong Kong. Currently, it owns the largest optical retail network in Hong Kong. However, some popular foreign eyeglass brands established their branches in Hong Kong recently and the retail networks become larger and larger. Taking the role as a marketing manager of Optical 88, you are asked to suggest different strategies to extend the product/service life cycle of Optical 88. These might include the ways to modify the product/service(s), to change the market(s) served or to reposition the product/service(s) in order to meet the changing needs and wants of the consumers and to differentiate from competitors. To complete the individual written assignment, students are required to search the relevant information from various sources (e.g., library, electronic data bases, Internet search engines, newspapers and magazines etc.) about the company background information, market landscapes, competitors, customers etc. Each student is required to suggest at least two different strategies and provide supports for each strategy with the following considerations: Whether there is sufficient demand for the product/service suggested in the strategy Whether the strategy matches with the marketing objectives Whether the company possesses the expertise and resources to implement the strategy Whether the product/service suggested can differentiate from competitors