Analyze the international expansion of B&L.

Bausch & Lomb – Effective positioning

 Analyze the international expansion of B&L.

The caselet details the business strategies adopted by B&L, the leading eye-care company. It explains how B&L adopted segmentation to target the right segment and focuses on the product variants that the company introduced to serve different segments of the market. It analyzes how B&L improved its market share by serving the vision care, pharmaceutical, and surgical equipment markets. It also touches on how B&L’s products have attracted fashion-conscious youth.


» Business strategies of Bausch & Lomb Company

» Is the right market segment being targeted by B&L?

» How B&L catered to the needs of various segments

» Positioning of product variants by B&L


Bausch & Lomb (B&L) is a globally renowned name in eye-care related products. Over a period of more than 150 years, the company expanded its business to different parts of the world.        

Questions for Discussion:

  1. Analyze the international expansion of B&L.

  2. Comment on the type of segmentation adopted by B&L for expanding its business throughout the world.

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