四、閱讀測驗【請在下列各題中選出最適當的答案】 第一篇:
Every so often a company comes along and executes on a business plan so simple that it leaves thousands of
would-be entrepreneurs on the sidelines asking one shared question, “Why didn’t I think of that?” Warby Parker, a
high-end eyewear retailer, is one of those companies. Since 2010, the company has disrupted a monopolistic
company with 60-80% market share in the U.S. and become an inspiration for other aspiring businesses. Part of its
success could be traced to its pricing model.
In 2010, Warby Parker entered the eyewear market, which was being dominated by the overlord of eyewear,
Luxottica. Luxottica owns an array of brands like Oakley and Ray-Ban and their retail banners include the likes of
LensCrafters, Pearle Vision, and Sunglass Hut. Its huge market share had allowed Luxottica to basically control the
price of designer eyewear and take huge profits. But by setting the price bar so high ($500 for a pair of glasses?
Seriously?), Luxottica gave plenty of room for competitors to move into the market. In order to make a serious play
in the eyeglass industry, Warby Parker needed to answer the question as to why glasses cost so much?
Through research Warby Parker found that most brands didn’t design or manufacture their own glasses; these
brands sold those rights to huge companies like Luxottica. And that’s where the prices of eyewear were inflated. By
deciding to design and manufacture their own glasses, Warby Parker was able to drastically reduce the price of its
product. Basically, they cut out the middleman. As a result, the vast majority of Warby Parker glasses sells for a
reasonable rate of $95. (Titanium frames are $145.) Beyond offering better prices, Warby Parker strategically uses a
uniform pricing system that comes as a relief to overwhelmed consumers.
This idea of vertical integration is far from new, but it has been extremely effective. By internally handling
processes that were typically outsourced, Warby Parker was able to control price. As a result, Warby Parker has
been extremely successful in an industry where its competitors had previously felt very comfortable. As of April
2015, Warby Parker was valued at $1.2 billion.
【題組】35. Which of the following is most likely the author’s intended reader group?
(A) Those potential customers who wear glasses all the time.
(B) Novice who are interested in starting their own businesses.
(C) Venture capitalists who seek opportunities in eyewear markets.
(D) International manufacturers that can serve as outsource for big brands.