'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. 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. Optical distortion, inc hbs case study 9-575-072 marketing management mkt 6301 002 - fall 2012 team members young soo han kevin yang jay chi lenny liao brad standridge as of 1974 the chicken population in the us is already in excess of 400 million birds, with slow but steady growth expected through 1980.
Optical distortion lenses in chicken raising essay - introduction optical distortion inc is a small new company, not yet in business, with a cash asset of $200,000 and a patent for an innovative new product (the only one) which is a contact lens designed to impair the eyesight of chickens. A new product, contact lenses for chickens, is to be introduced by a small firm formed to market the product an entry strategy must be planned including price, sales force, size, and location allows data for computation of economic benefit to farmers includes state-by-state chicken population. In geometric optics, distortion is a deviation from rectilinear projection a projection in which straight lines in a scene remain straight in an imageit is a form of optical aberration. Optical distortion inc analysis value of odi lens in order to determine the perceived value of the odi lenses to the farmers it is useful to list out the factors that they are likely to consider while comparing the odi lenses with the current technology, ie, debeaking.
What is the optimal pricing policy for optical distortion, inc (odi) so its product can penetrate the market with sustainable contribution company: odi manufactures and market contact lens for chicken that could partially blind the chicken thus prevent chickens from cannibalism behaviors toward each other, a problem that was traditionally solved by debeaking. Optical distortion inc (a) case solution,optical distortion inc (a) case analysis, optical distortion inc (a) case study solution, the new product, contact lenses for chickens should be put a small company set up to market the product. Optical distortion, inc should launch their product only in the state of california, focusing their scarce resources in building awareness.
Optical distortion contac lenses for chickens optical distortion contac lenses for chickens skip navigation odi commercial rasokharas loading unsubscribe from rasokharas. Optical distortion, inc was formed to tackle this opportunity odi developed a lens that would partially blind the chickens and spent years developing a method for insertion and retention that would make the lenses easy to use. Course introduction marketing management prof natalie mizik what is marketing sept 29 case: optical distortion, inc strategy case: harrah's entertainment inc.
When an industry with a reputation for difficult economics meets a manager with a reputation for excellence, it is usually the ind. introduction optical distortion, inc(odi), is a small, new company that has developed contact lenses designed to impair the vision of egg-producing farm chickensthis development came after an accidental discovery that partially blind chickens demonstrate more manageable and productive behaviors that are valuable to chicken farmers. Optical distortion, inc - was issued a us patent in december 1969 - obtained a long-term license from new world in 1973 - irritation problem was eliminated by.
Optical distortion, inc we make red lenses for chickens to prevent fatal pecking deaths of other chickens in the coup we were the subject of a harvard business school (hbs) case, and many mba courses review our case. Odi case exercise daniel garrison, ceo of optical distortion, inc (odi), asked roland olson, marketing vp of odi, to develop a marketing plan for the firm's new (and only) product—a contact lens for chickens. 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 its own limited resources.