Odi - Optical Distortion

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 to the chicken. The existing method to minimize cannibalization is debeaking, however, the use of the lens enables a farmer to save up to $0.24 per hen. Therefore, keeping the initial capital constraint of $200,000, the best target segment for market entry of the product will be the large farms in California which have over 100,000 birds. The same can be done with minimal staff and negligible advertising. Second year onwards, ODI should start foraying into all farms with a flock size of over 20,000 located in the states in Pacific Region. These entries should be made with the product priced at $0.20.
3C Analysis: Company, Customer and Competition: The ODI lens is a highly exclusive and innovative product. ODI also has a patent on the product and a license protection with New World which would enable the company to dominate the market for at least three years. The product is also the first to confront the cause of cannibalization. Moreover, the company has tested the product and received a good response. However, the company faces risks associated with their technology being replicated. Also, as the product cannot be reused it may garner some negative response. The company’s weakness lies it’s lack of adequate funding and a lack of strong R&D.
Poultry farmers will be the customers for the product as they face the issue of cannibalization amongst birds. There are three sizes of chicken farms- Small, Medium and Large. The small farms house maximum 10,000 birds and are