Professional Documents
Culture Documents
Team members :
Anurag
Mehra
Gunreet
Mihika Mrinal
Kaur Thind
Pradyoth Rohit
Agarwal
Sharanya
2/15
Objective
To become a multi-product, multimarket company which can provide effective service anywhere in the country
3/14
Problem
Achieving growth objectives without placing excess stress on limited managerial and financial resources
4/14
Company overview
Optical distortion Inc.- Produces one product, the ODI lenses for chicken
5/14
Industry Overview
In 1921, the largest farm in the US had 2000 chickens; In 1974, the largest farm had 2,500,000. Birds were confined in groups of 3-4 in multi-tiered cages
80% of the 440,000,000 laying chickens in 3% of the farms- 25% in 3 states, 36% in another 9 states
Two counties in southern California housed 21,000,000 chickens
5/ 12
6/14
Industry
Medium Farms
Large Farms over 50,000 Small manufacturing firm Sold through large grocery chains
Distribution channel
10,000 or fewer 10,000 to 50,000 By family Professionally, owned by farmers Sold eggs Sold to large locally through corporate small grocery purchaser stores
7/14
Cannibalism
Pecking order among chickens established through fighting and pecking Recognition of comb on head preserves pecking order Submissive birds pecked if head is held high, or for entering territory of a dominant bird
8/15
9/14
ODI Lenses
ODI lenses- Used to obscure the vision of chickens; leads to reduction in both cannibalism(from 25% to 4.5%) and savings on food( $800/10000 chicken/year) Tinted red- affects ability to act out aggression Patent protected- manufactured by injection molding soft hydrophilic polymer
10/14
SWOT Analysis
First mover Patent holder Not viable for smaller farms Lack of skilled manpower
Strengths Weaknesses
Minimises cannibalism
Saves on chicken feed No Competition
High price
Cannot be re-used
Opportunities
Threats
11/14
Benefits to farmer/chicken
Savings on Cannibalism Savings on egg loss due to trauma Savings on food/year Net benefit of ODI Net benefit of Debeaking
$0.316
Mathematical analysis
12/14
$0.16
$0.126 7,608,350
$0.19 $0.034
$955,000 $0.156 6,140,690
$0.30
0.266 3,596,716
20,979,790
12/1 2
13
13/14
Suggestions
11/ 12
14/14
Marketing approach
Segment farms according to size- Small, medium and large Target medium and large farms, i.e those with more than 10,000 chicken Concentrate on California market initially; North Carolina and Georgia should be targeted next Advertise in leading poultry magazines; participate in trade shows Expand aggressively
12/1 2