Case Analysis Optical distortion‚ Inc. Presented by Donnette Russell Marketing Plan Table of Contents Executive Summary 3 The Challenge 3 Situation Analysis 4 Market Segment 4 Alternative Marketing Strategies 4 Selected Marketing Strategy 4 Short and Long Term Projections 4 Conclusion 4 Executive Summary Optical Distortion‚ Inc. was incorporated in 1966‚ after an innovator by the name of Daniel Garrison stumbled upon an opportunity to enhance the output
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Recommendation: Optical Distortion‚ Inc. should charge a price of $711 per pair 3C’s: After a chicken farmer’s accidental discovery of the imporoved productivity of the chickens with reduced vision‚ Robert D. Garrison invented the Optical Distortion‚ Inc. lens for the chickens in 1965. By the end of 1974 the ODI lens had been tested on a number of farms in California and Oregon with satisfactory results‚ which is reducing cannibalization rate and being more tractable of chickens. With a long-term
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Optical Distortion Inc. – Questions for Discussion 1. What characteristics of the ODI contact lens are likely to make it appealing or unappealing to different types of chicken farmers? [If desired‚ this question can be rephrased to include a specific reference to literature on diffusion of innovations.] Advantages: reduction in mortality due to cannibalism among chicken from 25% to 4‚5% decrease in egg-production loss (savings on egg-production) savings on feed expenses fast process of installing
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Optical Distortion‚ Inc (ODI) is a company that has developed special contact lenses to harmful impact the eyesight of egg-laying chickens. The reduced vision from the contact lenses helps preserve the life of chickens‚ increase the productivity of egg laying and reduce costs for farmers using the lenses for their flocks. At the end of 1974‚ ODI’s owners and management were finalizing a strategic marketing plan to introduce the lenses commercially early in 1975 and work towards nationwide penetration
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Table of Contents I. Case Fact 3 II. Case Analysis 2 Company Competition Customers III. Pricing Strategy 2 Skimming -> penetration IV. Recommendations 2 Case Facts Robert D. Garrison working with Ronald Olson invented in 1965 the ODI lens to mimic the effect of cataracts on chickens The contact lens for use on chicken was originally designed by Robert Garrison and collaborations were made with Ronald Olson to test and refine the lenses In 1966 an investor saw the project feasible and they
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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
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Summary and Recommendations: ODI Inc wants to launch a product that is completely new‚ technologically advanced and performs well as demonstrated in the initial tests. The ODI lens helps farmers by controlling cannibalization among birds at farms. Cannibalization is an issue that is more prevalent in farms with a large number of chickens as they fight for food and their territory. ODI lens helps in distorting the vision of the chicken and thereby curbing both these issues without causing much trauma
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Harvard Business Case: Pillsbury Cookie Challenge 1. What are the challenges that Ivan Guillen faces in his role as the marketing manager of the RBG business? What is the team currently doing to support the RBG cookies segment? Who is the team currently targeting? Mr. Guillen is facing the problem regarding the growth of volume in the segment of the Refrigerated Baked Goods (RBG). His main concern was that as the refrigerated cookie sector is the most profitable and in contrast to market volume
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Harvard Business Case Analysis How would you categorize Kearney’s commitment to the company? How might you change or maintain this commitment? Eugene Kearney is very committed to Old Colony Associates (OCA). Kearney is committed in that he has been with the company for 13 years‚ loves going to work every day and aspires to maintain a higher level management position. However‚ he clearly needs to make improvements to his current level of commitment to OCA. Kearney needs to realize that commitment
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Case Synopses Walmart Stores‚ Inc. 09/12/13 Which strategic management concepts are useful in the analysis of this case? 1. SWOT Analysis Walmart’s internal strengths and weaknesses and environmental opportunities and threads are: Strengths Highly motivated and committed employees (Associates) Top management involved on daily operations (street managers) Latitude price setting (allows more profitability in different locations) Technology oriented (Satellite system and logistic
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