Optical Distortion, Inc. Is A Company That Offers Contact

955 WordsApr 2, 20174 Pages
Optical Distortion, Inc. is a company that offers contact lens for chicken. Since chickens’ society has clear hierarchy, they will peck the one did not obey the rules, which is called cannibalism, causing death. ODI’s contact lens for chicken could efficiently reduce this behavior through reducing their visuals. As the only company in current industry, ODI faces a problem about future marketing, including customer segmentation, locations of regional offices, pricing policy and the strategy of convincing farmers to use the new product. Based on the case, the target customer should be the farms having flock size over 50,000 and the locations of regional offices should be in California, South Atlantic, Middle Atlantic and West South Central.…show more content…
From the analysis above, the target consumers of ODI should be medium and large farms. Marketing Analysis • Locations of Regional Offices According to Exhibit 3, California and South Atlantic are the top two areas that have significant difference in the number of farms having flock size over 50,000. Since these two locations contain about 45% of farm with flock size between 50,000 and 99,000 and about 46% of farms with flock size 100,000 and over, regional offices should be set and more selling effort should be invested. The specific numbers are as following: California South Atlantic Total Total Number of Farms Percentage in Total Flock size 50,000-99,000 114 168 282 631 45% Flock size 100,000 and over 87 70 157 345 46% (Source: Exhibit 3) Since four to five regional offices should be set, the other locations should be Middle Atlantic and West South Central. The specific numbers are as following: Middle Atlantic West South Central Total Total Number of Farms Percentage in Total Flock size 50,000-99,000 55 77 132 631 21% Flock size 100,000 and over 29 42 71 345 21% (Source: Exhibit 3) Since less farms than California and South Atlantic’ exist in these two areas, selling efforts could be invest less, either. • Competitive Analysis Porter’s five forces analysis, which includes competitors, threat of entry, substitutes, power of

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