Optical Distortion, Inc. Case Analysis

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Optical Distortion, Inc.
Case Analysis
Mengyuan(Myra) Xu
A20266661
2011-12-08

2011-12-05

MC 510 Optical Distortion, Inc. Case

Meangyuan (Myra) Xu

CONTENT

EXECUTIVE SUMMARY ...................................................................................................................... 2 INTRODUCTION .................................................................................................................................... 2 ANALYSIS ................................................................................................................................................. 2 A. SWOT Analysis ............................................................................................................................... 2 B. Problem Identification ................................................................................................................ 3 C. Alternatives Identification ........................................................................................................ 3 i. Geographic Areas ................................................................................................................... 3

ii. Market Segmentation ........................................................................................................... 4 iii. Price analysis ........................................................................................................................... 4 1. Differentiation strategy: Value of ODI Lens (Savings for farmers) ................... 4 2. Price strategy ........................................................................................................................... 4 3. Publicity ..................................................................................................................................... 5 CONCLUSIONS ....................................................................................................................................... 5 Appendix I: Table & Calculation about Cost & Price .............................................................. 6 Appendix II: Details of calculations for the value of ODI lens ........................................... 7

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MC 510 Optical Distortion, Inc. Case

Meangyuan (Myra) Xu

EXECUTIVE SUMMARY
The marketing plan of Optical Distortion Incorporated (ODI) involves a broad range of problems. The biggest challenge is the finance resource tightness. It urges the company to shorten the capital turnover period by producing and marketing the product as quickly. Another primary issue for ODI is "how to market the ODI lens?" ODI, therefore, has to address the problem through a successful roll out of the product in California and first target the medium farms and then the largest ones. It is essential for the company to survive. Major importance should be attached to the products' pricing strategy by taking the farmers' thoughts. Moreover, publicity is essential for a wide recognition for the new product.

INTRODUCTION
Optical Distortion, Inc.(ODI) is a very small new company with a single unique product which is the first nonhuman contact lenses for distorting the vision of egg-laying chickens. ODI had made continuous efforts to refine the product and focused on expanding scale distribution after its foundation in 1966, For example, ODI gained the patent protection for contact lenses for chickens. In 1973, Daniel Garrison got the long license from the New Plastic World. Although ODI lens’s main competitive advantages over debeaking arriving into savings from reduced cannibalization, trauma elimination, greater feeding efficiency, and no reduction in egg laying capacity. The marketing plan of ODI faces a broad range of issues in from different aspects.

ANALYSIS
A. SWOT Analysis

Strength      Innovator, first mover advantage Exclusive technology Savings for the farmers Patent protection (3years) Reliable supplier (NWP)     

Weakness...
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