Optical Distortion, Inc. Case Analysis Mengyuan(Myra) Xu A20266661 2011-12-08 2011-12-05 MC 510 Optical Distortion, Inc. Case Meangyuan (Myra) Xu CONTENT EXECUTIVE SUMMARY ...................................................................................................................... 2 INTRODUCTION .................................................................................................................................... 2 ANALYSIS ............................................
Case Analysis----Optical Distortions, Inc. MKT6301 MARKETING MANAGEMENT 2012 FALL Group Members: Mina Ai Wenxin Gao Shuyue Jia Yang Pan Yiou Zhou Expected Value to Famers Reduced cost due to feed (For 1/2 feet) Cost per pound: 158/2000=0.079 $/pound Saving per year per bird: 156/20000*1/2*0.079*365=$0.1125 Saving on egg production Loss one egg 5 months: loss of egg per hen a year is 2.4 Cost per dozen: $0.50 Saving per hen per year: 0.50*2.4/12=$0.099 Reduced
reduced to about 12" • visual acuity greatly reduced (astigmatism) • hydrophilic polymer : no irritation problem • slightly larger than the eye opening to keep it in place • red tint alters appetite of chickens and cannibalism tendencies • distortion built into the crown • inner eyelid (keeping the eye moist and clean) no affected (under the lens) (+) Cannibalism reduced : Peck order removed • 80% of chicken in 3% of farms with 10,000 or more chickens : chicken are confined in groups •
potential for market success on its own, seeking opportunities and properly strategizing can ensure the long-term feasibility of an organization or its product. For Optical Distortion, understanding the profitability of and reception to their product is a challenging, but necessary step in executing this newfound remedy. Optical Distortion, Inc. has one product: contact lenses to inhibit chickens’ eyesight. Born by accident, these lenses were created to reduce the
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. Given that fact that a great many of these birds live in tight quarters on very large chicken farms, a means of combating the chicken’s natural instinct
MATERIAL AND METHODS This prospective randomized controlled clinical trial was conducted from September 2012 to November 2013 and included patients who underwent microincision cataract surgery (MICS) at the Hospital Virgen de los Lirios. The study recruited 60 eyes of 41 patients. Eligible patients were those aged 65 to 80 with senile cataract and no other concomitant disease that would prevent a postoperative best corrected visual acuity (BCVA) of 20/40 or better. Exclusion criteria included history
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
Optical Distortion Case 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. . These lenses are used instead of debeaking. Lensed chickens are more likely to survive. They also eat more efficiently than debeaked chickens. The key issue facing ODI is "How to market these lenses?". The analysis in this paper provides
I. Executive summary: A. Problem statement: Optical Distortion Inc.(ODI) is a small new company, not yet in business, with a patent for an innovative product designed to prevent chickens from cannibalism behaviors toward each other. These lenses are used instead of traditional way of debeaking. ODI must develop marketing strategies about targeting, positioning and optimal pricing to launch its new product. B. Recommendation: The dilemma ODI faces is whether introduce its product
Introduction Optical Distortion Inc. is a small new company with a patent for an innovative new product which is a contact lens designed to impair the eyesight of chickens. The analysis in this paper provides recommendations for ODI on their marketing and pricing strategy to launch this new product. Market Segmentation There is substantial evidence in the case to suggest that ODI should segment the market based on flock size of the farms and focus their marketing and sales strategy towards farms