Ciba Vision: Environmental Scanning Political

CIBA VISION: Environmental scanning

Political

CIBA VISION is part of Alcon, a healthcare organization with an international outreach. CIBA's specific focus is contact lenses, and it has a longstanding reputation of providing a diverse range of products to suit the needs of consumers living all over the globe. As more consumers in developing regions have the buying power to purchase contacts in the 180 nations served by Alcon, more consumers will shift to buying the diverse products offered by CIBA VISION (Chavers & Mota 2010). CIBA VISION has specifically undertaken research to suit the unique needs of Asian contact lens wearers' eyes (Research and development, 2010, CIBA VISION).

Given the expanding market for eye care products in China and elsewhere in the Far East, CIBA stands poised to acquire a potentially large consumer base. CIBA VISION is one of the most innovative producers of contacts on the market today, and recently won a lawsuit against Bausch & Lomb, a competitor organization, that violated its patent (Bausch & Lomb: Limited voluntary recall, 2007, Bausch & Lomb Official Website).

Socio-cultural

Given the recent economic downturn, more people feel a need to look younger and more marketable as potential employees. Wearing contact lenses can improve one's appearance and make the wearer seem more youthful. There is also a greater emphasis upon appearance globally, as more consumers in the developing world are exposed to Westernized images of beauty.

Economic

As the economy remains shaky, there may be fewer funds available for consumers to buy the types of high-tech lenses that CIBA VISION has produced in the past, if consumers do not have access to full, comprehensive health and vision plans through their health insurance providers. CIBA's more budget-friendly lines may become more attractive, and it may be forced into more stringent competition with its rivals for consumer dollars.

Technological

One potential threat to CIBA VISION is the development of new technology such as Lasik surgery to address minor eye-related complaints, such as nearsightedness. Lasik surgery can eliminate the need for contacts. However, allegations that the surgery may be risky and less successful than in the past could cause more people to continue to wear contacts. In favor of CIBA VISION's success is the fact that it has created a number of attractive products for contact lens wearers who could be classified as 'hard to fit,' such as people who wear bifocals and have astigmatism. Even consumers who shied away from purchasing contacts because of worries about infections or the dangers of cleaning them can enjoy the convenience and greater sanitation provided by CIBA's disposable lenses.

Legal

CIBA's success as a company is at least partially dependent upon its ability to patent new and innovative products. Although it has shown itself to be an innovative company by pioneering some of the developments within the contact lens industry, including as soft lenses, disposable lenses, and lenses for hard-to-fit clients, most of its competitors have produced similar products, and thus consumers have a wide range of products to choose from. CIBA must continue to be innovative and patent new products.