Optical Distorsion
Optical Distortion Case Analysis
Introduction
In an effort to solve the cannibalization problem of chickens and to find a more efficient alternative for the practice of debeaking, Robert D Garison, owner of a large farm in
Oregon, and Ronald Olsen, a businessman, formed the Optical Distortion Lens Inc. in
1965. They invented a revolutionary product, a lens for chickens that would stop the cannibalization between chickens and received a patent on it. In 1973, Optical Distortion got into an agreement with New World Plastics (manufacturer of hydrophilic polymer, which eliminates the irritation problem) which spun-off the products into the markets.
This paper will first take a closer look at the ODI lens, will then discuss into what geographical regions ODI should expand and what pricing strategy to implement.
Furthermore, the paper will gives suggestions on marketing activities and concludes with recommendations for ODI.
Closer look at ODI lenses
The revolutionary technique of using contact lenses may be appealing to a large number of medium and big scale farmers. Foremost, because it actually confronts the cause of chicken cannibalization instead of just minimizing its effects, as debeaking does. By altering the chickens vision the chicken cannot establish a peck order which is the main reason for cannibalization, thus reducing the mortality rate significantly from
9% to 4,5%. In contrast to debeaking, it does not traumatize the chickens and thus there is no loss of productivity due to fewer eggs laid or mortality of traumatized chickens.
Furthermore the lenses have the potential to reduce the farmers feed costs by, especially important for farmers with large flocks.
The question whether these new lenses are more ethical to use remains controversial, yet we believe as this technique at least does not traumatize the chickens and hence may be quite appealing to many farmers. Same holds for the difficult topic of introducing this new technology
Introduction
In an effort to solve the cannibalization problem of chickens and to find a more efficient alternative for the practice of debeaking, Robert D Garison, owner of a large farm in
Oregon, and Ronald Olsen, a businessman, formed the Optical Distortion Lens Inc. in
1965. They invented a revolutionary product, a lens for chickens that would stop the cannibalization between chickens and received a patent on it. In 1973, Optical Distortion got into an agreement with New World Plastics (manufacturer of hydrophilic polymer, which eliminates the irritation problem) which spun-off the products into the markets.
This paper will first take a closer look at the ODI lens, will then discuss into what geographical regions ODI should expand and what pricing strategy to implement.
Furthermore, the paper will gives suggestions on marketing activities and concludes with recommendations for ODI.
Closer look at ODI lenses
The revolutionary technique of using contact lenses may be appealing to a large number of medium and big scale farmers. Foremost, because it actually confronts the cause of chicken cannibalization instead of just minimizing its effects, as debeaking does. By altering the chickens vision the chicken cannot establish a peck order which is the main reason for cannibalization, thus reducing the mortality rate significantly from
9% to 4,5%. In contrast to debeaking, it does not traumatize the chickens and thus there is no loss of productivity due to fewer eggs laid or mortality of traumatized chickens.
Furthermore the lenses have the potential to reduce the farmers feed costs by, especially important for farmers with large flocks.
The question whether these new lenses are more ethical to use remains controversial, yet we believe as this technique at least does not traumatize the chickens and hence may be quite appealing to many farmers. Same holds for the difficult topic of introducing this new technology