IC Optical currently offer eye tests for the residents of Ceeland, which are funded by the Government. There must be some positive correlation between the number of eye tests that IC Optical conduct (all eye tests break even) and the revenues from the sale of corrective treatment.

Commercial business’ focus on increasing revenue and profits, using Marketing Mix may help formulate a strategy. IC Optical will look to increase revenue, profit and market share, however a successful promotion may focus on a particular segment of the market.

Vision Express have segmented the market to focus on motorists in the advert below, whilst this will contribute to an increase in profit for those who require corrective treatment, it is done in such a way to demonstrate their responsible approach to improving the safety of road users.

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