Optical Distortion

In: Business and Management

Submitted By rdelamazav
Words 1261
Pages 6



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…...

Similar Documents

Case Study Report: Optical Distortion, Inc. (a)

...For the three types of chicken farms, the appealing and unappealing characteristics of using ODI contact lens are presented as below. When it comes to appealing characteristics, the three types of chicken farms are the same: less cannibalism, less feed cost, and less the temporary weight loss and the retardation of egg production. From the perspective of cannibalism, which is originally 25% showed in experience, flock mortality is reduced to an average of 4.5% when ODI lens are used . On the contrary, the debeaking makes the mortality for cannibalism from 25% to only 9% , which is higher than contact lenses used. In other words, farmers can save more 4.5% (9% minus 4.5%) chickens in their farm. On the other words, farmers can save $2.40(price of per hen)*4.5%*the number of chickens in the farm. From the perspective of less feed cost, the debeaking chicken only can eat the feed in the trough at least 3/8” deep, while the ODI lens used chicken only can eat the feed in the trough below 3/8”deep. At $158 per ton for chicken feed, this would represent considerable annual savings, especially for large farms. From the perspective of less the temporary weight loss and the retardation of egg production, because the fewer cannibalism and the trauma resulting, farmer can get more eggs. When it comes to unappealing characteristics, the details are as below. Farm Types | Unappealing Characteristics | Small Farms | Labor cost | Lens cost | The number of birds are too small...

Words: 750 - Pages: 3

Optical Distortion, Inc.

...Optical Distortion, Inc. HBS Case Study 9-575-072 Marketing Management MKT 6301.002 – Fall 2012 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 to peck other chickens is needed. Pecking can actually lead to high mortality rates in flocks (cannibalization), which in turn raises the costs of farming. Debeaking has been used for some time with good results, but it has its own set of drawbacks. The lens developed by Optical Distortions, Inc. (ODI) holds the promise of reducing the threat caused by pecking, without some of the issues associated with debeaking. The specific advantages of these lenses will be discussed in the following report, as will a plan for marketing this new product. By permanently inserting a pair of sight distorting lenses into the eyes of an egg-laying hen, studies have shown that cannibalization can be reduced from 9% to 4.5%. Moreover, feed loss due to “billing” is substantially reduced relative to debeaked birds, allowing for much greater efficiency in feed consumption (less waste). Finally, given that lens insertion does not inflict the same trauma that debeaking does, egg production is not adversely affected. Given the above advantages, it is expected that farmers could increase their......

Words: 1647 - Pages: 7

Memory Distortions

...As an eye witness of a crime and studying this unit, there is one trick for giving your memory a boost, Is to use mnemonic devices to encode items a special way. Three popular techniques is the Method of loci, peg words, and acronyms. There are other reasons for memory distortions, for instance epinephrine and cortisol are natural hormones in the body that affect the amygdale. The powerful effect of these hormones produce what is known as “flashbulb memories”, flashbulb memories are memories that are produced with surprising or emotional events in life. Another reason that could affect memory is the sleeper effect. The sleeper effect is like when students cram for a final the day before. Trying to memorize a lot of information at the same time really doesn’t help your memory it actually impedes it. You wouldn’t learn or remember as much unless you did a distributed practice which is spacing out you learning, you tend to retain more information a little bit at a time instead of trying to remember all at once. [4] If, I was a juror and I knew about this information then I would definite bring it to light, the fact that we create our own memories to make life more efficient. There are numerous ways that people forgot information without even realizing it. Elizabeth Loftus did studies on manufacturing memories to bring this topic to light because a lot of people were serving time in prison because of these types of memories. She did a study about people visiting Disney World and...

Words: 479 - Pages: 2

Optical Distortion

...ODI Case Exercise Daniel Garrison, CEO of Optical Distortion, Inc (ODI), asked Roland Olson, marketing VP of ODI, to develop a marketing plan for the firm’s new (and only) product—a contact lens for chickens. A surprising idea? Mr. Garrison explained: Like so many other great discoveries, our product concept was discovered by accident. A chicken farmer had a flock of chickens with severe cataract problem. He separated the afflicted birds from the rest of the flock and subsequently observed that the afflicted birds seemed to eat less and were much easier to handle. So dramatic was the difference that a poultry medical specialist was asked if the affliction could be spread to the rest of the flock. The reduced vision from the cataracts has proved not possible to reproduce chemically or genetically, but a chicken wearing ODI lenses has its vision reduced enough to obtain the same good behavior observed in the cataract case. This behavior has important economic implications for chicken farmers. Chicken Cannibalism Like many other fowl, chickens are social birds with clear social structure. Chickens self-select a ranking by 8-10 weeks of age with a complete pecking order by the age of sexual maturity. Birds can identify other birds and, through fighting and pecking, establish a hierarchical social organization. It is believed that the comb on the head of the chicken is key to recognition. Dominant-type chickens carry their heads high; submissive...

Words: 962 - Pages: 4

Optical Distortion Case

...Case Study Jingjing (Cathy) Xu jxu38@hawk.iit.edu May 1, 2013 I. Executive Summary The dilemma ODI faces is whether introduce its product at a higher price and continue process its multiproduct and multimarket strategy. Based on ODI limited resources and current situation of poultry industry in United States, it should focus on large-sized chicken farms and price ODI lenses at a higher level for the sake of its profits and its future business plan. II. Introduction With the fact existed in poultry industry in late 1970s that most of the chickens in United States were owned by some large farms. Optical Distortion, Inc., a contact lens company, has developed a kind of contact lens applied on chickens considered to hold enormous market potential. However, it is hard for ODI to decide how to price its products and how to extend its business nationwide considering its own limited resources. III. Analysis and Problem Identifications * Consumer Needs and WTP There are various-sized customers: small farm, medium farm, and large farm. They all suffered the loss caused by pecking order and cannibalism, and now most of them adopt the method of debeaking to reduce the impact of peck order, however, debeaking has some defects itself, and no matter what choice farmers make, they would concern following aspects before making the decision: whether the product or service is cost effective; the trauma that would bring to chickens, since traditional depeaking method would...

Words: 1747 - Pages: 7

Optical Distotrtion

...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 of common chicken egg production by inserting a form of contact lens that would blur, or distort the vision of the producing bird just enough to maintain optimal production while making the handling of these creatures easier. Based upon observations of a flock of chickens in Arizona which were afflicted with cataracts and separated from the remaining flock, it was noted that not only did these birds consume less food while retaining the same level of production as the remaining flock, but the ease to which handling the birds increased to the point that instead of curing the afflicted birds, the farmer requested to have his remaining flock “infected” with the same visual distortion. Through trial and error, ODI was ready for implementation of the lenses by 1973 with high hoped and great expectations. The Challenge As with any new product, multiple challenges arise throughout the creation and development process, which include, but are not limited to the product itself - insuring...

Words: 826 - Pages: 4

Optical Distortion Inc

...Introduction Optical Distortion, Inc. (ODI), is a small, new company that has developed contact lenses designed to impair the vision of egg-producing farm chickens. This development came after an accidental discovery that partially blind chickens demonstrate more manageable and productive behaviors that are valuable to chicken farmers. Market Trends As within many industries, the poultry and egg production market has evolved dramatically in the last century— from small backyard barnyards to today’s high-production farms of more than 2.5 million birds. Due to the varied demands and operations necessitated by this current, broad spectrum of customers (here, chicken farmers), the current market is best understood by segmenting it first by flock size. As shown in Exhibit 4 of the case study, we see the percentage growth (decline) of each flock size segment as it relates to farm size and chicken count from 1964 to 1996. Based on this data, farms with flock sizes less than 10,000 chickens have dramatically reduced in this time period while farms with flock sizes larger than 10,000 have consistently grown in each of the four high-volume segments. Additionally, the market data also demonstrates a significant progression of concentration both regionally as well as in the nation’s number of industry producers. In 1974, 80% of the laying hens in the United States were housed in just 3% of the country’s chicken farms. Regionally speaking, the farms have evolved into......

Words: 1331 - Pages: 6

Case Study Optical Distortion Inc.

...Ekonomski fakultet u Sarajevu Katedra za Marketing Editors: dr Nenad Brkić Emir Agić Optical Distortion, Inc. (A) U jesen 1974. godine, Daniel Garrison, predsjednik i glavni šef korporacije Optical Distortion, Inc. (ODI) zamolio je Ronalda Olsona, potpredsjednika marketinga, da razvije marketing plan za ODI-jev novi i jedini proizvod – kontakt leće za piliće.1 Dok su se kontaktne leće kod ljudi uobičajeno koristile za poboljšanje vida, leće razvijene od strane ODI korporacije napravljene su da djelimično oslijepe piliće. Garrison je objasnio: Kao i većina drugih velikih otkrića, koncept našeg proizvoda je slučajno otkriven. Godine 1962. farmer koji je uzgajao piliće u Arizoni suočio se sa ozbiljnim problemom: jedan broj pilića imao je mrenu na očima. Farmer je odlučio da odvoji bolesne od zdravih pilića. Kasnije se pokazalo da odvojeni pilići jedu manje i da se o njima lakše brinuti. Specijalista za perad koji je posjetio farmu, bio je nemalo iznenađen kada je upitan da li postoji način kojim bi vještački mogli oslijepiti i zdrave piliće, tako da imaju otprilike isti stepen vida kao i oni sa mrenom. Nije postojala mogućnost da se genetski ili uz pomoć hemijskih sredstava pogorša vid pilića, ali pilići koji bi nosili ODI-jeve leće imali bi dovoljno smanjen vid, tako da se ponašaju na način koji je farmer iz Arizone priželjkivao. Ovo bi imalo važne ekonomske implikacije za farmere. Do kraja 1974. godine ODI leće su testirane na jednom broju farmi u Kaliforniji i Oregonu......

Words: 4715 - Pages: 19

Optical Illusions

...Optical Illusions Specific Purpose: To inform the audience on how optical illusions work. Introduction Attention Getter: The eye of the beholder. Thesis Statement: The eye gathers information that is processed by the brain and sometimes what we think we see is not what is actually there. No, that doesn’t mean we are all crazy. Relevance: Every day we are surrounded by hundreds of images that are perceived differently from objective reality, though we may not notice it. Preview of Points: Merriam-Webster defines optical illusions as something that looks different from what it is: something that you seem to see but is not really there. Optical illusions can be divided into three types, literal optical, physiological and cognitive illusions. Transition: Let’s explore literal optical illusions. Body I. Literal optical illusions create images that are different from the objects that make them. A. What happens. 1. The illusion exists when the object configured as an image doesn’t exist. 2. From the beginning the image never changes. B. Branches that make up a baby. 1. At first look you may notice a couple looking out at the water. 2. Looking at a broader view you can see the branches are in the shape of a baby. Transition: Physiological illusions are quite different than literal optical illusions. II. Physiological illusions are the effects on the eyes and brain of excessive stimulation of a specific type brightness, color, size, position, tilt, movement. A. The...

Words: 630 - Pages: 3


...VISUAL DISTORTIONS NEAR A NEUTRON STAR AND BLACK HOLE ABSTRACT The visual distortion effects visible to an observer traveling around and descending to the surface of an extremely compact star are described. Specifically, trips to a "normal" neutron star with relatively weak surface gravity, an ultracompact neutron star with extremely high surface gravity, and a black hole are described. Concepts such as multiple imaging, red- and blue-shifting, conservation of surface brightness, the photon sphere, and the existence of multiple Einstein rings are discussed in terms of what the viewer would see. Computer generated, general relativistically correct illustrations highlighting the distortion effects are presented and discussed. A short movie (VHS) depicting many of these effects is available to those interested free of charge. I. BACKGROUND It is impossible for a human to travel very near a high gravity star which has a mass like that of the Sun. If, somehow, a person could survive the extremely harmful radiation that would be emitted on or near these objects, the high gravity itself would likely pose insurmountable problems. The person could not stand casually on the surface of such a star because the high surface gravity would tend to flatten them. (Lying down wouldn't help.) Were a person to orbit the star in a spaceship, however, the immense gravitational field would be overcome by a large outward centrifugal acceleration.[1] The problem in this case, however, is......

Words: 885 - Pages: 4

Optical Distortion Inc

...Optical Distortion, Inc. (ODI) is the world’s first company to introduce contact lenses for chickens. These lenses offer farmers a unique cost saving opportunity and are more humane and efficient than the current de-beaking method. ODI, with help from New World Plastics has developed this commercially viable technology to reduce cannibalism by inducing astigmatism. With a patent holding off competition for at least three years, ODI needs to decide how to price contact lenses to ensure high adoption and profitability which will fuel ODI’s ability to circumvent competition through further investment in R&D – a key requirement to be able to establish themselves as a multiproduct, multimarket company which can provide effective service anywhere in the country. ODI should initially target Large Farms with 100,000+ birds with this product at a price of $0.16/pair because this contact lens technology yields the following superior results versus current debeaking method: greater reduction in cannibalism by 4.5%, zero chicken traumas, no risk versus medium risk with de-beaking, and a reduction in feed costs. There are several segments within the poultry industry – Small, Medium, and Large farms characterized by 10,000 or less birds, 10,000-50,000 birds, and 50,000+ birds, respectively. Based on the case data, the US Poultry industry is consolidating at a rapid rate. For instance, in 1964, 1.2M farms represented 38.3% of the entire chicken industry and managed 343M birds. Five......

Words: 1592 - Pages: 7

Optical Distortion

...MKTG 701 CASE STUDY 1 Optical Distortion, Inc. Alexandra Generales & McCown Bridges In 1962, Ronald Olson, a farmer in Arizona, found a strong correlation between poor eyesight in chickens and a decrease in the amount of food eaten and their mortality rate due to cannibalism. Olson was so impressed by his findings that he began to seek a way to intentionally impair the vision of his chickens, so as to duplicate the results he found. Twelve years later, Olson, along with his Optical Distortion, Inc. business partner, Daniel Garrison, tested and marketed a product that they had developed: contact lenses for chickens. While it may sound unconventional, these contact lenses provide a needed alternative for farmers seeking to decrease chicken cannibalism without the negative effects of the alternative, debeaking. Chickens, like many animals, have a social hierarchy that is adhered to by all members of the flock, called a peck order. Pecking can occur if a submissive bird enters a dominant bird’s territory, and submissive birds are pecked immediately if they raise their heads. Pecking can cause the submissive birds to eat less food and thus produce less eggs. Pecking sometimes continues until the chickens become cannibalistic. Cannibalism amongst chickens is higher when the birds are kept in cages and thus becomes a major concern for farmers. According to our farmer analysis the cost of debeaking per 10,000......

Words: 705 - Pages: 3

Optical Distortion, Inc.

...Executive Summary The company- Optical Distortion, Inc. * In 1966, Robert D. Garrison(designer of the first non-human lenses), Robert Olson(a farmer from Oregon) and James Arnold(a business-man) established the Optical Distortion, Inc. * In 1968, the problem of retention in chickens eyes is solved, and in December, 1969, a U.S. patent for the lenses was issued * In 1973, Daniel Garrison(Robert’s son) obtained a long-term license from New Plastic World for the exclusive use in non-human application * At the same time Daniel Garrison bought 25% of the ODI stocks and was elected president and chief executive. Ronald Olson became vice-president of marketing Poultry Industry In the beginning, poultry and egg production was done in the family background. In the 1930’s, in order to improve the efficiency of production, farmers decided to use henhouses. In the 1950’s, there was a bigger concentration of the poultry industry with the use of cages. In 1974, there were 2.5 million of birds in U.S.A. California, North Carolina and Georgia accounted for 25% of the nation’s chickens, while 9 additional states accounted for an additional 36% of the chicken population. There were basically 3 sizes of firms: 1. Small Firms(lower than 10,000 birds)- Usually family operated. The birds would be housed in henhouses. The number of such farms has been declining at the rate of 25% per year 2. Medium Firms(10,000-50,000 birds)- These firms are professionally operated farm......

Words: 465 - Pages: 2

Optical Fiber Networking

.......... … 3-4 What is Optical Networking........... .......... ......... ........ ............ ................ 4 Standards........ ….... ….............. …........... …......... …........... ….......... .. 4 Historical Milestones........ …... …... …...... ….... …......... …....... …....... 4 Optical Networking why......... ….......... …..................... …................ …. 5 Principles and Operation............... …................. …........ ….............. …... 5-8 Single Mode Fiber............ …........................ ….................. …...... 6 Multimode Fiber................. ….................. ….............. …........ … 6-7 Optical Networking Tools.............. …............... …............. …............ ….. 8-10 Fiber Optic Splicers................. …............. ….... …........... …........ 8-9 Fiber Optic connectors.................. …............... …................. ….... 9 Fiber optic couplers........... …................. …............. …............ …. 9 Fiber Optic Transmitters................ ….................. …............ …...... 9 Fiber Optic Receivers............ ….................. …............ …..... ….... 10 Types Of Optical Networks.............. …........................... …............. …..... Optical Network Architecture............... …............... …............ ….......... ... Optical Networking vs Other Technologies................. …............ …......... Optical Networking Advantages.....

Words: 3428 - Pages: 14

Optical Distortion Case Analysis

...Zhicheng Yao Case: Optical Distortion (A) Preparation Questions: Optical Distortion Case (Hand in 3-page report) 1. What characteristics of the ODI contact lens are likely to make it appealing/unappealing to different types of chicken farmers? Appealing: Like many other fowl, the chickens are social birds and their society has a definite social structure. They establish a hierarchical social organization, though fighting and pecking after the birds reach sexual maturity. The comb on the head of chicken is a means of preserving the peck order, and a submissive bird raising its head too high would be pecked by one or more its superiors until its head was lowered. The more productive strains tend to be more cannibalistic, even sometimes had to put a sack over the extremely productive one. In order to reduce chicken mortality due to cannibalism , the chicken farmers use debeaking, which doesn’t interfere with the formation of the peck order but reduces the efficiency of beak as a weapon. The debeaking process make the chicken subject considerate trauma resulting in a temporary weight loss and the retardation of egg production for at least a week. The debeaked chicken would enter a permanent regression or own its deadly weapon again if the beak is cut too short or too long. Compare to debeaking operation, ODI contact lens which would cause cataract to poultry is the product to actually confront the cause of chicken cannibalization rather than just minimize its......

Words: 1071 - Pages: 5

To Love-Ru | Dragon Ball – Bảy Viên Ngọc Rồng chap 484 | or Learn More