25, March 2011 Doug Perkins; SpecSavers Introduction Doug Perkins was born in Llanelli though he has most of his lifetime been in Ammanford, Australia. In his early years, he worked in a boxing early that was amongst the smallest in his home town. This was before he worked as an optometrist in the neighborhood. He ventured in other tasks such as being a doorman for a cabaret club and being a player in the local rugby club. Mary Perkins, his wife was born in Bristol. They both met at Cardiff University as they studied to become opticians.
Both of them are in the top management of the company with Doug being the chairman and Mary taking care of among other things customer relations. The first opticians practice for the couple was opened in Bristol. From this first venture, the couple opened up a small chain and later came to sell the business for two million pounds and moved to Guernsey. A little while later, they got back to the same old business but this time with specsavers. The first bases for the specsavers company were based in Guernsey and Bristol.
They later ventured into Plymouth, Swansea and Bath. The company is up until today privately managed as a family business. The company is managed as a joint venture where the couple owns a fifty percent stake in all the outlets and the remaining part of the company is owned by the other local opticians. The company has over time grown to be the biggest of its kind in the UK controlling 70 percent of the local market for sale of spectacles and 30% of the market in dealing with contact lenses.
The company is now making a huge sale from spectacles totaling to over 1Billion annually. The company also boasts of outlets in quite some countries including Finland, Australia, Netherlands, Denmark, Sweden, Norway and Ireland. This paper will seek to establish some of the entrepreneurial strong points that the Doug Perkins has applied in making his business a success. In essence, the paper will look into the ways in which Doug Perkins managed to effectively realize the idea get able to have the right sources of financing for his venture.
Financing and entrepreneurial firms: A case of Doug Perkins and Specsavers Specsavers is an opticians’ business which is involved with the sale of spectacles, contact lenses and hearing aids. The group which was launched in 1984 by the Perkins has over 1390 stores in various countries and employs over 26,000 people. The company initially started in venturing with optical services before it got to the hearing center some time later. This company now enjoys the lion’s share of all the transactions in the market for its product in Ireland and in the UK being the biggest of its kind, from the various research that has been covered by this paper; this has been as a result of the strategic planning mechanisms that have been applied by the owner.
This will be looked into details in the succeeding chapters of this article (Jenkinson and Sain 2003). According to Jenkinson and Sain (2003), there are various factors tat are known to influence the success of any business depends on a number of factors.
Integrated marketing can be influenced by some factors as evident in Specsavers which include; adjusting the brand to the local context, expertise in the brand, integration of all the components in the brand, balance of the needs of the stakeholders, keeping values, keeping objectives in coherence with the competencies of the company, concern on motivation to the people in general as an asset, aligning the business processes to the value and promise of the brand, have the right leaders, having the company and its agencies/outlets work min unison, common communication mechanisms, contribution from all parties in the projects, effective measurement of returns on investments, evaluation of communications to measure attitudes and effects of response to the customers (Wright et al.
1990). These are some of the success factors that are bound to make the company succeed and get better towards the achievement of its objectives. The company’s operations After the deregulation of the optometric industry in 1983, Doug Perkins and Mary Perkins got hold of the opportunity to hold up the industry. This was during a time when many opticians were not satisfied with their jobs and also many people had little confidence bin the opticians.
The opticians wanted to be involved with their own jobs following an act that had been enacted though most of them did not have the means to do so. It was due to this challenge and opportunity that Perkins established the business coming up with a joint venture as well as a retail service. In coming up with a joint venture, the opticians have a pert to play and opticians have their part too thus making the cost of establishing an outlet fairly lower to the Doug’s unlike it would have been if they were to do it on their own.