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 ............................................
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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. 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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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
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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
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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 had formed a corporation; Optical Distortion Inc. The company was formed
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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 •
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Creating optical illusions is an art in itself. And portraying an optical illusion into an aesthetically pleasing work of art requires a fair bit of sense and sensibility. Expressing your artistic skills through illusions calls for the stroke of genius. Literally. In today’s post featured artists have shown their mastery of artistic shapes and colors to produce enlightening as well as scary optical illusions. The post also includes some awesome 3D optical illusions and Jesus optical illusion pictures
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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
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Harvard Cases for BBUS 521 1. 2. 3. 4. 5. 6. 7. Southwest Airlines (A)‚ Reprint # 9-575-060 Cumberland Metal Reprint # 9-580-104 Optical Distortion Reprint # 9-575-072 Biopure Corp. # 598-150 Nestle Refrigerated Foods‚ # 9-595-035 Aqualisa Quartz: Simply a Better Shower: 9-502-030 Fashion Channel: Market Segmentation‚ # 2075 Case Preparation Questions: The list provided below for each case are Preparation Questions. They are not meant to be comprehensive nor are they to be answered in sequence
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