1. Make a comparison of the competitive strategies and competitive strengths of Luxottica Group and Safilo Group on a company level – before and after the Polaroid Eyewear business became part of the Safilo Group at the beginning of 2012.

2. The new marketing strategy of Polaroid has worked well in the UK and its other markets. Should the Polaroid brand strategy just repeat in the new territories what it has done in UK, or should it do it differently in other international markets?

3. In the US, where Polaroid was ‘born’ and where Polaroid sunglasses used to have a big market share, the Polaroid brand needs to be repositioned and relaunched. What should be the key elements of the relaunch and repositioning strategy?

4. Prepare an international marketing plan which can secure international expansion for Polaroid sunglasses in the coming years, also including new markets in South America and Asia.

In this case, the core problem for Polaroid sunglasses is to convert a high degree of brand awareness into a successful international sales expansion in the premium sunglass segment. Of the total market of 300 million pairs of sunglasses, those with polarized lenses (which is Polaroid’s core competence) account for approximately 70 million. This is the global market that Polaroid sunglasses should go for. But how to get higher global market shares in this segment? That is the key problem in this case.