Case Analysis Optical distortion‚ Inc. Presented by Donnette Russell Marketing Plan Table of Contents Executive Summary 3 The Challenge 3 Situation Analysis 4 Market Segment 4 Alternative Marketing Strategies 4 Selected Marketing Strategy 4 Short and Long Term Projections 4 Conclusion 4 Executive Summary Optical Distortion‚ Inc. was incorporated in 1966‚ after an innovator by the name of Daniel Garrison stumbled upon an opportunity to enhance the output
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Introduction Optical Distortion‚ Inc. (ODI)‚ is a small‚ new company that has developed contact lenses designed to impair the vision of egg-producing farm chickens. This development came after an accidental discovery that partially blind chickens demonstrate more manageable and productive behaviors that are valuable to chicken farmers. Market Trends As within many industries‚ the poultry and egg production market has evolved dramatically in the last century— from small backyard barnyards to
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price ODI lenses at a higher level for the sake of its profits and its future business plan. II. Introduction With the fact existed in poultry industry in late 1970s that most of the chickens in United States were owned by some large farms. Optical Distortion‚ Inc.‚ a contact lens company‚ has developed a kind of contact lens applied on chickens considered to hold enormous market potential. However‚ it is hard for ODI to decide how to price its products and how to extend its business nationwide considering
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‘Optical Distortion‚ Inc.’ Case Study December 02‚ 2013 Situation Executive Summary: Optical Distortion Inc. is a single product company that produces contact lenses for chickens. ODI believes that the use of contact lenses for chickens is a superior solution for poultry farms relative to the current alternative manners that farmers use to prevent cannibalism among their chickens – something that is the cause of mortality rates of up to 25% on some farms. Given the fact that
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Optical distortion‚ Inc 1‚ The expected value of the lenses to farmers Total saving per hen Using ODI‚ rather than debeaking‚ to combat cannibalism‚ a farmer can save the cost in four parts. Lower mortality‚ no egg loss‚ labor in efficiency and feeding in the trough with at least 3/8” deep are the main points to reduce the cost. 1)‚ Debeaking reduces mortality from 25% to 9%. However‚ a test reveals that ODI lower the mortality to an average of 4.5%. The purchase cost per hen is $2.4. So‚ the
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Summary and Recommendations: ODI Inc wants to launch a product that is completely new‚ technologically advanced and performs well as demonstrated in the initial tests. The ODI lens helps farmers by controlling cannibalization among birds at farms. Cannibalization is an issue that is more prevalent in farms with a large number of chickens as they fight for food and their territory. ODI lens helps in distorting the vision of the chicken and thereby curbing both these issues without causing much trauma
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Optical Distortion‚ Inc. case Daniel Garrison‚ the president and CEO of Optical Distortion‚ is thinking about to bring the new and only product‚ a contact lens for chickens‚ to the markets. Working with Ronald Olson‚ the marketing vice president‚ Garrison is currently developing a marketing plan for ODI’s new product. ODI is planning to introduce these contact lenses to at least one region at the beginning‚ hoping to reach national distribution in a couple of years. There are three different sizes
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Recommendation: Optical Distortion‚ Inc. should charge a price of $711 per pair 3C’s: After a chicken farmer’s accidental discovery of the imporoved productivity of the chickens with reduced vision‚ Robert D. Garrison invented the Optical Distortion‚ Inc. lens for the chickens in 1965. By the end of 1974 the ODI lens had been tested on a number of farms in California and Oregon with satisfactory results‚ which is reducing cannibalization rate and being more tractable of chickens. With a long-term
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Optical Distortion‚ Inc (ODI) is a company that has developed special contact lenses to harmful impact the eyesight of egg-laying chickens. The reduced vision from the contact lenses helps preserve the life of chickens‚ increase the productivity of egg laying and reduce costs for farmers using the lenses for their flocks. At the end of 1974‚ ODI’s owners and management were finalizing a strategic marketing plan to introduce the lenses commercially early in 1975 and work towards nationwide penetration
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SITUATION ANALYSIS: Optical Distortion Inc.(ODI) markets lenses that distort the vision of chickens. These lenses are used instead of debeaking. Lensed chickens are more likely to survive from cannibalism among the chickens. The lenses are also supposed to reduce the amount of feed per chicken per day than that for debeaked chickens. Using lenses do not lead to any trauma among chickens and therefore do not affect their egg laying capacity. The objective of the case is to present a financial
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