Optical Distortion, Inc - Harvard Business Case

Chickens are crammed into wire cages with up to 7 hens sharing space less than an A4 piece of paper. Take a minute to think about that. An A4 piece of paper. About the size of an Ipad. These conditions make me disgusted by how little space they share with up to 7 of them. Hens that are providing us with millions of eggs are farmed in totally disgraceful conditions getting fed corn waste and chemicals. From when hens are 18 weeks old they are confined to these wire cages, staked on top of each other for years. Never being able to stretch their wings or walk around again. Standing totally disgraceful conditions getting fed corn waste and chemicals.

allowing us to win new customers in the region. We look forward to a strong relationship

Many years ago, backyard chickens were commonplace throughout the United States of America – mainly for nutrition. During that time, backyard chickens were easy to take care of and a small number of them could feed a family with meat and eggs for a bargain. Years later, manufacturing food became the way of life and

1 There are large market places in this field. (Small farmers, Medium Farms, Large Farms)

The living conditions of chickens are dreadful and appalling. What came first the chicken or the egg? Chicken farming is found particularly in the Southeast margin of the United States (“Factory Farm Map”). It is explained that, “chickens and hogs on factory farms have no access to the outdoors, fresh air or natural light” (“Factory Farms Map”). This exemplifies one situation of how chickens are poorly treated in the factory farms. In addition, even before the chickens are born, they are treated horribly. More than 125,000 to one million hens can be living in the same factory together (Hobson). Along with crowded living spaces, these animals suffer being “docked,” which means they are declawed and stripped of all teeth (Hobson). This shows how bad the conditions

Proponents of patent reform largely focus on the cost of patent infringement litigation to the U.S. economy and companies. While some argue that the type of patents issued should be limited in order to uphold the intent of Article I, Section 8, others claim that standards for issuing patents should be strengthened in order to reduce the number of costly patent infringement lawsuits. The cost of litigation and standards for issuing a patent is the focus of the proceeding text and justification for patent reform in the United States.

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 of the chicken farms that the company faces when they finally introduce the lens, namely small farms (10,000 or fewer birds), medium farms (10,000-50,000 birds), and large farms (over 50,000 birds).

It was in late fall 1974 when Daniel Garrison, the president and CEO of Optical Distrotion Inc., had asked his marketing vice president to develop a marketing plan for ODI’s contact lens for chickens. The lens developed by ODI was made to partially blind the chickens. The main reason of making this lens to the market is because it would reduce cannibalism among chickens. He tentatively hoped that the ODI lens could be introduced in at least one region during spring 1975, and that national distribution would be achieved by the end of 1977.

Introduction: In a recent briefing given by the National Chicken Council (NCC) the crisis of Avian Influenza (AI) was the main topic. The rapidly spreading disease has spread from Iowa and Minnesota to several different states within all the fly ways other than the Atlantic. The closest reported case of AI is in Mississippi. There is a possibility that AI could be in wild water fowl and be closer to Georgia than recorded. AI is causing a large number of layer producers to dispose of entire flocks, which can range from two to five million birds. With this significant loss in layer hens, the price of eggs is rapidly increasing across the United States. Georgia’s ninth district produces more broilers than any other part of the world. These hatcheries and growing

In the poultry business, it’s all about timely delivery, quality, and ensuring good returns for all stakeholders on a consistent basis. And fame comes only to the rarest of rare. Two brothers from Tamil Nadu – Bangaruswami Soundararajan and Bangaruswami Sundararajan – have perfected a unique all-inclusive poultry business that runs on a contract farming model involving small and marginal farmers. Kick-started in 1978, their brainchild, Suguna Foods Ltd (formerly Suguna Poultry Farm Ltd), has been instrumental in changing the lives of thousands of small-time poultry farmers by giving them sufficient returns. The brothers, who are XIth and XIIth grade pass-outs, have turned Suguna Foods into a `5,000 crore business with presence across India.

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Poultry plays very important role for mankind through food supply, income and employment generation, providing raw materials to some industries, facilitating research works etc. Family poultry makes up to 80 percent of poultry stocks in low-income food-deficit countries (Pym et al., 2006) where owners raise poultry in small numbers ranging from single birds up to a few hundred.

We focus on achieving satisfactory results from our customers, consumers and the community where we operate, with the aim of expanding beyond this community to nearby community in the next two years and nationally within five years.

To be a leading supplier of IT solutions and services for the Travel, Transportation and Logistics industry sectors delivering outstanding value and service

We are expected to develop a product or a service, which is innovative and can be commercialized.