Optical Distortion

In: Business and Management

Submitted By rdelamazav
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OPTICAL DISTORTION, INC.
ESTRATEGIA DE MARKETING

RODRIGO DE LA MAZA V.
SECCIÓN N8

CONTEXTO

El caso presenta el desafío de la empresa Optical Distrotion, Inc en el desarrollo del programa comercial para el único y nuevo producto que esperaban lanzar al mercado. El consistía en unos lentes de contacto para gallinas ponedoras que les cegaban parcialmente la vista lo que daba como resultado el menor consumo de alimento y un manejo más fácil de estas debido a la eliminación de las jerarquías sociales y por ende del canibalismo que se producía en los corrales.

Como muchas otras aves las gallinas son animales sociales y por ende tienen una jerarquía social que empieza a manifestarse y desarrollarse a medida que las aves crecen. Este orden social es el resultado de la capacidad de las aves para identificarse unas a otras, lo cual se demuestra por picotazos y luchas que establecen un orden social jerárquico. Mediante el reconocimiento de la cresta se podía establecer la jerarquía social ya que identifica la posición de la cabeza. Las aves dominantes llevan la cabeza alta en cambio los sumisos la mantienen baja. Si un ave sumisa levantaba la cabeza o entraban a un área donde vivían aves dominantes eran víctimas de picotazos que llegaban al canibalismo. Esto significaba que las aves sumisas estaban menos tiempo en el comedero y producían menos huevos. Adicionalmente el reemplazo de las aves muertas generaba otro problema por la alteración que se generaba en la jerarquía social ya establecida. Por lo general, las razas de aves más productivas tendían a ser más caníbales.

El caso presenta dos alternativas que podrían dar solución al problema del canibalismo. El primero consistía en cortar el pico de las aves (alrededor de las 20-21 semanas de vida), técnica que se venía usando desde hace ya cincuenta años. Si bien esta técnica no interfería en la formación…...

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