Optical Distortion Case Summary

INTRODUCTION
The agriculture industry has changed drastically throughout the 20th century. What was once a small family operation had transformed to a large corporate industry with great importance placed on profits and cost effectiveness. Welfare for animals was often not priority, leading to inhumane practices such as the debeaking of chickens to keep them from pecking at each other. It was a traumatic process that had little regard for the well-being of the chicken. Optical Distortion Inc. sought to replace this process by creating a contact lens for chickens, that would worsen their vision and lead to less aggression and make debeaking unnecessary. ODI’s challenge was to set a price that would both make farmers likely to adopt the new technology, but also allow ODI to flourish as a new company. In the callous, harsh industry agriculture had become, not much was being done to treat animals with dignity, but this was a step in the right direction. In this decision case, we …show more content…
ODI determined that a farm would have to have at least 10,000 chickens for the lens to be profitable. Therefore, ODI should target medium and large sized farms. ODI would rollout region by region and it was already concluded that they would begin in California. Looking at Exhibit 3, we can breakdown why it makes more sense to start in the pacific region, more specifically California. ODI not only wants to target the most number of chickens, but they also must consider how many farms there are housing these chickens. ODI anticipated that a salesperson could cover 80 farms, and for every five salespeople, there would be a technical representative. To minimize these labour costs while also trying to reach as many chickens as possible, ODI should choose the region that has the most birds per farm. Examine the top 3 regions in total number of chickens: the South Atlantic (82,176,127), Pacific (54,779,550), East North Central

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