Journalism portfolio - Essay Example

The gathered information shows that there must be unique factors behind the popularity of the Ray-Ban sunglasses, helping it beat competition in the market. The portfolio therefore, mainly aims at establishing these factors, which have contributed to the success of the Ray-Ban sunglasses worldwide. In the portfolio, there is different information, and findings about Ray-Ban, including its other products, challenges, and its marketing strategies. First, it was important to understand and be familiar with the Ray-Ban Company and its history, before delving deep into its business operations.

It is established that Ray-Ban brand stepped in the market in 1937, with Bausch & Lomb, an American company, as its founder. Although sunglasses in this era were meant for pilots, this company started manufacturing sunglasses and other fashionable products, for ordinary people. Later, Ray-Ban became popular for the Aviator and Wayfarer sunglasses, which came in various colours and lenses, for both pilots and ordinary people (“Timeless fashion” 2012) Ray-Ban sunglasses are stylish and fashionable, but quite expensive, yet still manage to acquire a large global market (“Ray-Ban” 2013). . However, the company has dealt with this by informing its customers of the unique features of its sunglasses, such as the lenses, frames and hinges, and the company logo on the sunglasses, which make it easy to differentiate between the real and fake Ray-Ban sunglasses (“Aticle Alley” 2011).

This is the main information in the portfolio, which has helped demystify the success of Ray-Ban brand. This whole exercise of researching Ray-Ban has been a fulfilling one. To a greater extent, it has been like a learning process in the field of business. On the other hand, personal fulfilment came about in terms of making some discoveries about a concept that I had no idea about. For instance, I could have been wondering why Ray-Ban is so popular, but had never taken the initiative of finding out the phenomenon by myself.

Therefore, this process has made me learn about the Ray-Ban company in detail, something I could have not achieved were it not for this project. Through this research, I have achieved considerable academic knowledge. First, I have gained more knowledge in the field of journalism. Journalism is all about researching and finding out the truth and facts about aspects that had never been addressed before (Hartin 2004). This is exactly what I did on my personal level, as I had not attempted to research about Ray-Ban before.

In the field of business, this project has imparted in me business knowledge. Basing on facts about Ray-Ban, I have learnt the strategies a company can use to ensure a successful and popular brand. In the case of Ray-Ban, this is putting the needs of customers first, to ensure customer satisfaction (Evans & Berman 2003). In the context of media production, the findings of this