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레포트 > 경제경영계열

[마케팅관리] Optical Distortion, Inc.

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레포트 > 경제경영계열
2009.08.29
20페이지 / doc
1,400원
42원 (구매자료 3% 적립)

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소개글

[마케팅관리] Optical Distortion, Inc.에 대한 자료입니다.

I. Background Information

II. Assumption Analysis

III. Company and Market Analysis
1) Company: Strength, Weakness, Opportunity, and Threat
2) Market Analysis: Flock Size

IV. Geographical Segment Analysis

V. 4P Strategy
1) Price Strategy: ODI’s Break-Even-Point
2) Product Strategy: Farmers’ Break-Even-Point
3) Place Strategy: Expansion Plan
4) Promotion Strategy

VI. Conclusion

VII. Appendix
1) ODI's Revenue According to its Market Share (Price $0.11084)
2) ODI's Revenue According to its Market Share (Price $0.11)
3) ODI's Revenue According to its Market Share (Price $0.10.5)
4) ODI's Revenue According to its Market Share (Price $0.10.32)
5) ODI's Revenue According to its Market Share (Price $0.10)
6) ODI's Revenue According to its Market Share (Price $0.09)
7) ODI's Revenue According to its Market Share (Price $0.08)

본문내용

I. Background Information

Optical Distortion, Inc. (ODI) is a small company to sell its new and only product – a contact lens for chickens (ODI lens). It is very beneficial for the farms in the poultry industry, in terms of reducing chicken cannibalization, lessening chickens’ trauma after debeaking process, and saving great amount of feed efficiently.
Ronald Olson, ODI’s marketing vice president, is going to develop a marketing plan for ODI lens. ODI’s first goal is introducing lens in at least one region during spring in 1975, and the final objective is distributing it nation-widely by the end of 1977.
To achieve its objective, ODI has many important decisions to make: a region the firm going to serve first, the price level of the lens, and marketing strategies such as promotion. However, debeaking has been the major means of combating cannibalism for nearly 50 years; it is predicted very hard for ODI to penetrate the market without original marketing program. For analyzing this case and suggesting better marketing program, the mix of 4P (Price, Product, Place, Promotion) and 3C (Company, Customer, Competitors) is going to be applied.

II. Assumption Analysis

1) As Daniel Garrison explained, “No farmer is going to spend time looking into the eyes of his chickens to make sure the lenses are still there and the eyes are not bloodshot.”

→ Defected product would not attract customers’ attention. Likewise the farmers would not feel attractive of ODI lens if it has any problem. Although ODI solved the problems of the early prototypes, it is still problematic. Steady research and improvement is required for ODI to make more profit.
2) Manufacturing costs using alternative production processes were far too high for the chicken market.

→ ODI solved the problems by modifying the size of the lens as making lenses with soft plastic called hydrophilic polymer. However, the ODI faces the challenge of the lens price. ODI has to justify its price level or persuade the farmers that its product is cost effective than previous methods.

3) Daniel Garrison obtained a long-term license from New World Plastics for the exclusive use of hydrophilic polymer for nonhuman applications… (pause)...Our patent and license protection should hold off competition for at least three years … (pause)... By 1980 the big boys to have come in, and the competition to be fierce

→ Thanks to the license with New World, ODI is supplied the lenses of hydrophilic polymer with no competition for three years. However, it also means that ODI has to secure a certain portion of market share before losing its license and patent protection, because after three years, the large agricultural supply firms would find a way around the patent and enter the market with their own favorable terms. So, ODI has to be strong enough to fight them within three years.

4) During the negotiations with New World, Daniel Garrison purchased 25% of the stock of ODI from the previous owners and was elected president and chief executive officer of the firm.

→ Since Daniel Garrison elected president and chief executive officer of ODI, he can completely exercise his voting rights to make decisions: accepting given marketing strategy, selecting one or more regions as target markets, annual volume of pair of lenses, scale of injection mold supply, number of salesman, etc
III. Company and Market Analysis

1) Company: Strength, Weakness, Opportunity, and Threat

ODI lens has certain features. First, ODI lens has advantages compared to debeaking, such as minimizing cannibalism, reducing feed cost as its strength. ODI lens has weakness as well. It is expensive which the fundamental reason for farmers to hesitate to use them. But as ODI lens is the first contact lens for nonhuman applications, they have a big opportunity. At the same time, ODI lens is not strong enough to competing big boys with large capital, which are the threat to ODI.

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