Wary Parser’s strategic approach in selling aware is an innovated online business hat sells for a fraction of the cost of other brick and mortar stores. Dave Gigolo says he went back to school in order to create an organization that had a positive impact in the world. (Wary Parker: New Venture/Entrepreneurial Strategy), this is one reason why for every pair of glasses sold they donate one to Visioning, a nonprofit organization. The founders of Wary Parker were able to solidify deals with manufactures directly, eliminating the need for a middle man, which helps cut the cost Of production.
Their work structure is composed of 4 simple rules; 1 . Treat customers the way we’d like to be treated, 2. Create an environment where employees can think being, have fun, and do good, 3. Get out there (serve the community), and finally 4. Green is good! (Blumenthal, Gigolo, Hunt, & Raider) They are a company that focuses not only on profits but contributing positively to the world through their charities and their desire to build a model on how for-profit companies should behave. (Wary Parker: New Venture/Entrepreneurial Strategy) Who are the target markets for Wary Parker?
Currently the main customers are the young demographic eyeglass wearers. Due to the lack of bifocals abilities and the “hip” aspect of this company’s online business the young demographic is the most appropriate consumers for this company. The younger generations are more willing to go online to get a deal on products bought and are more in tune with this structure of shopping, so this is an appropriate strategic marketing. However, they can expand their profitability by expanding their prescription glasses abilities to include the lenses that the older generation could utilize.
Everyone can utilize the virtual try on and their t home try on 5 day free shipping programs. With these two options they could market to everyone that is in need of eyeglasses. Wary Parser’s strategic approach is sustaining their competitive advantage because they are an online store which keeps the product costs down. The structure they created with their direct relationship with the manufactures keeps products high end. As the company grows they will be able to maintain their competitive advantage because they can reach more consumers while maintain their low cost productions.