please answer all 3. 3-5 sentences each if possible

CASE: LASIK VISION CORFORATION it de Univenity of Ecotish Celuntia and Michoel Henderosen be incrvening years, wechnotogical adrances wich as the eveirer wo s viate propotionos for perients who could spend $5.000 Anter fardait service. ins making it even more avactive for patienks. In hocant ille vogue. Ii was at that bine thar Michoel Headeraon, a tasiness exccutive be trind for to wa expensive oquiptsent. For coample, te osposed each curses. This vanser inproves fise Lasik anchnigue's sucuess iden were inplevernied. The eadisonal rodel invelved acqsirieg palients deow gh ogtoincteis refetrals. These optosebrisis alwo providnd the postoperwive care and received a pontion of the $4.000 60 $5,000 fee. In the renpiocered modet, the optometrists were car oat of the loop. Alwa. every sepp in the care delinery syuein was atsondectined. Pafieets were atracied directly with asyessive aswenising and a price weth below cempeciass?' initiasy $2.905. Hendersen's vision of mass volume with fow margies was lanched in February 1998. Teditionaily ocher compelitoen, woch as TL.C, ran higher-priced. louer volume operations (TLC has sontuved with its model of ineluding the opiometralsy. As the same time, Sullos believed in akgrsive teatment. According to one of his collesgues, Dr. Dan Reinatein, "Hogo's nature is picoetring. And ao by definition, he is reore likely to have less conservative, oh, oencomes." Uafoetunately, many palients mere eot property informed that shey were less than ideal candidaces. for the-surgery. In a centpetitive medical environment, patients emerging from surgery with whatis. factory results led io tawwits. As a result, in Augest 1998, a rare public saicreen froun the B.C. College of Physicians and Sergeons aid that Sumoe "has arrecd to a modicatien of thes practice and he has volunianly agred not to perform these surgical procedures on patients in the higher rick calegories, Is light of Sumoo's troubles. Henderson tecame president and CEO in April 1999 and began pashing the cespany into masuve expasion and a public offerime This exponsion bctually barted with Toromo in September 1998. Fol. lowed by Calgary two months later Hendersua continued evpansion untit eighr mate siles had been kJded in Sepcember 19\%9. Henderson icrisied that gricing was the Ley, In TV advericements. Henderion pernonally extollat the Lasik Wision claithiag 51 , 45 per eye" By ealy 1999 , the price was dropped to $1,$3 for both eyes, but Henderion prefected wo see it even lenver One advedisement be initiated proclaimed a cost of $999 with an prompled Adverisang Standands Canada po demand a chaege. In December 1999. Henderson announced bis intention to step up the pace of espatsioo. Beginning is March 2000, Lasik Vision would gart expanding at the rate of oce gew wite por week to opeh about M elisics in the United Shacs. The whole delinery process wookt be sandardized. from the decor of the waining rooms to the approacb is which parients were counseles and coneas vite lasered. This was the ooly way large volumes of parients could be erealed with a high tevel of care. The modical doctors respeeded to the challenge by devising a hiring and uninting system that Swace and the neter doeton felt would enable reliable quality acrost the company. All this development and-expansion took place while trooble was brewing between the doctons and Henderson over financial end managetiel impropties. Henderson was ageressively skimming. probis off the coopony for himcle. The last suse carte in the spring in 2000 when PriceWaterhovieCoopers, while auditieg Lasivy besacial statements, grew conserned sbout Henderson's anfeneres" activities. Thus, in hubo 2000. Henderson wat fired from the company. Hendersen stboequently soed Lark Vision and Sutton for ncz: ligesce duriag an eye sargery performed on his eyes in March 1998. which be claims damaged has visice. Reinstein admiss that Henderson had a corpplicaticen, Hendernon's problem, Reinstein insists is that ke does not understand be difference betacen corsplication and metigence. "Well, maybe you shoulda't expect him to," he sniffs. "He is not a doctor." Stall, you have to hand it 60kim says Reinstrin. "He ib an amazing guy. T fid lears a lot atcest doing besiness fram hirn." By 2001 the indusry was mired in the ugly price war inibated by Lasik Visboa (not to mention an advertising war wish maey con: panies spending 10 to 13 pertent of revenue on advenisiag-TLC even sighed professional golfer Tiger Woods to a muleiyear coetract to endorse his sursery at TLC). Lasik's own stock slid from $6 in Apnl 1999 wo about a vench that amoun by Decewber 2000. As a rtstit of all this: a consolidacion sprec crisucd. The January 31, 2001, edition of Torocno's Globe and Mad reported that Lasik Vision was sceseved by another discowner. I0on Laser Eye Ceniern. At that Eime Lask-ealled ieself the Dell Compuner of laser vision correcteon. We offer a high-egalify prod. ust diret to casoonen and we cut sistribution conti without com. promisiag paticat care." However, TI.C disagreted: "Clearly ir's the utier failare of boeh their business and clinical nodels that has foechd them into woch dire 5 rancial eircumstatses and dieir mafriage of desperation is the fiest place." At about the same tine. Aris Vision of Los Angeles acquired control of Gienbel Vision International of Calgary. The Avgut 2B, 2001, issoe of the the Tovonio Glabe etponed that the number 1 and number 2 laser eye surgery comparies. TLC. Laser Cesoers and Se. Louis-based Laser Vition Centers Inc. were merging. It also mentioned that these two companies had refosed to participate in the price war initiated by Lasak Vision, which ironically had resaltod in both Lasix. Vision and its acquirer, lcen, going beckinpt. QUESTIONS I What was Lasik Vision's competitive prietisy? 2 Is it at appropeiase approach in this industry? What repereussions, actual or perceived, might occur with this priority? 3. Given that a company has chosen this priority. whas would is have 60 do 10 achieve success? SELECTED BIBLIOGRAPHY EAfe. Nese York: Iohe Wiley \& Sons, 2004 InwakGowitit, 2000. Hown. W, and M Speteman. Factery Fonce A New Apruach to 2000 Not. FOOTNOTES UESTIONS I What was Lasik Vision's competitive priority? 2 Is it an appropriate approach in this industry? What repercussions, actual or perceived, might occur with this priority? 3 Given that a company has chosen this priority, what would it have to do to achieve success