Case Detail

Case Summary

Building Hoopes Vision

Case Number: 5-218-250, Year Published: 2018

HBS Number: KE1075

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Key Concepts

Competitive Strategy, Financial Analysis, Growth Strategy, Marketing, Marketing Planning, Marketing Strategy, Pricing Strategy, Strategic Planning, Strategic Positioning


Dr. Phillip Hoopes, a LASIK surgeon, is considering how to respond to discounting by his competitors. He had built a high-end practice with costly advanced technology, but discounters had recently entered the market and other high-end practices in the area were starting to offer deep promotions in an effort to compete.

Learning Objectives

After reading and analyzing the case, students will be able to identify strategic marketing issues across industries; calculate the impact of pricing changes on a P&L; recognize the role of consumer insight in formulating strategy; and compare strategic options for pricing a service.

Number of Pages: 11

Extended Case Information

Teaching Areas: Marketing

Teaching Note Available: Yes

Geographic: Utah, United States

Industry: Eye care

Organization Name: Hoopes Vision

Organization Size: Small

Decision Maker Gender: Male