Thesis (M.B.A.)--Massachusetts Institute of Technology, Sloan School of Management, 2013.Cataloged from PDF version of thesis.Includes bibliographical references (p. 74-76).This thesis builds up important strategic elements to penetrate deeper into the stagnant and mature contact lens market by focusing on adolescents. First, contact lens adoption is studied to strategically generate awareness and build community effect for increasing purchase. Second, the competition is analyzed broadly at an industry level to favorably position a manufacturer against rivals to gain market share.by Tajinder Toor.M.B.A
