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 recommendations for ODI on their marketing and pricing strategy to launch this new product.
Strengths include highly innovative product (main competitive advantages over debeaking arriving into savings from reduced cannibalization, trauma elimination, better feed efficiency, no weight loss and no reduction in egg production, a little bit less costs then debeaking for lense installation), tested with good results for couple of months in California and Oregon farms, without retention problems, trust from venture capital markets, patent and license protection for three years (which keep potential competition far), time plan (introduce in at least one region during Spring 1975 and national distribution by the end of 1997 latest), long-term license from New World Plastic for the exclusive use of hydrophilic polymer for nonhuman applications, marketing strategy (additional service - technical to follow up sales, to make sure that lenses are being used in such a way to maximize benefits to the farmer, sales force ?V one person for 80 farms and one technical representative for each five salesperson, price - $0... displayed 300 characters
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Product cannot be reused.
Opportunities include huge market, no competition for at least three years, potential huge margin, good marketing strategy.
Threats include farmers reluctance, competition, non-adequate pricing strategy, low trained salesforce and technicals, higher costs then forecasted.
Market Segmentation
There is substantial evidence in the case to suggest that ODI should segment the market based on flock size of the farms (small farms, medium farms, large farms with a clear tendency for concentration) and focus their marketing and sales strategy towards farms with more than 10,000 birds... displayed 300 characters
