Optical Distotrtion

In: Business and Management

Submitted By drussell
Words 826
Pages 4
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 quality and satisfaction on the part of the customer; pricing structure – deciding the proper price to charge based upon cost and expected profit; place or distribution of the product – where and how this product will be made available to the end user; and the promotion of the product – how will the desired market be made aware of this product with the available resources while remaining within…...

Similar Documents

Optical Fiber

...------------------------------------------------- Optical fiber An optical fiber is a flexible, transparent fiber made of a pure glass (silica) not much wider than a human hair. It functions as a waveguide, or "light pipe", to transmit light between the two ends of the fiber.[1] The field of applied science and engineering concerned with the design and application of optical fibers is known as fiber optics. Optical fibers are widely used in fiber-optic communications, which permits transmission over longer distances and at higher bandwidths (data rates) than other forms of communication. Fibers are used instead of metal wires because signals travel along them with less loss and are also immune toelectromagnetic interference. Fibers are also used for illumination, and are wrapped in bundles so they can be used to carry images, thus allowing viewing in tight spaces. Specially designed fibers are used for a variety of other applications, including sensors and fiber lasers. ------------------------------------------------- History Fiber optics, though used extensively in the modern world, is a fairly simple and old technology. Guiding of light by refraction, the principle that makes fiber optics possible, was first demonstrated by Daniel Colladon and Jacques Babinet in Paris in the early 1840s. John Tyndall included a demonstration of it in his public lectures in London a dozen years later.[2] Tyndall also wrote about the property of total internal reflection in an......

Words: 1142 - Pages: 5

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

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 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

Optical Distortion

...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...

Words: 1261 - Pages: 6

Optical Fiber in Bangladesh

...Bangladesh Shabbir A. Bashar*, Member IEEE, Associate Member IEE E-mail: shabbir-bashar@betelco.com Abstract - This paper presents a technical overview of some of the underlying principles of the modern telecommunication technology and the evolution of microwave radio, satellite systems and various optical fiber based infrastructures. Based on the proven superiority of fiber optics combined with the shortfalls of and the complexities faced by the existing satellite systems due to particularly unfavorable regional climatic conditions in and around Bangladesh, the need to link that country to a global submarine optical fiber telecommunication system as the backbone of choice for bulk information transport is underscored. In addition, novel ways of realizing cost effective land based long haul fiber-optic communications networks which use existing electric power lines to suspend optical fiber cables instead of resorting to expensive trenching techniques for cable laying is cited as a viable option given that there are practical examples in both developed and developing countries. Various aspects of optical fiber based wide area and metropolitan area networks such as Optical Gigabit Ethernet are also considered in the context of a mega-city like Dhaka and other highly populated areas. Finally, the economic benefits of having a reliable telecommunication infrastructure is discussed.[1] the large number of rivers in Bangladesh makes it particularly prone to becoming water......

Words: 4392 - Pages: 18

Optical Instruments: Simple Microscope

...Optical Instruments: Simple Microscope A simple microscope was constructed with two positive lenses and observed. Using the thin-lens equation, the focal length of three given lenses were examined and used to find the angular magnification of the microscope. After the angular magnification was calculated, a to-scale ray diagram was drawn to identify the findings. 1. Introduction A compound microscope has a magnification by two lenses. One of the lenses is objective, which produces a bigger image of the object. The second is an eyepiece lens that is used like a simple magnifier to see the image1. Angular magnification, M, is defined as an angle subtended at eye using an instrument, divided by the angle subtended at “unaided” eye2. In this lab experiment, only the shortest focal length lens and the intermediate focal length lens were used for the eyepiece, as the short focal length was used as a simple magnifier3. The found focal lengths of both the shortest and intermediate lenses were 6.5 cm for the short one, and 11.4 cm for the intermediate. 2. Experiment In order to find the focal lengths, four trials were made of finding the object and image distances that gave the clearest image of the light source on the screen. After four trials were done for each of the three lenses, the thins lens equation was used to calculate their focal lengths, which then gave us an average value for each. Using the shortest focal length and the intermediate, the microscope......

Words: 728 - Pages: 3

Optical Fibre

...Course Duration and Attendance Course Overview This course is an extension of the ACMA Open Cabler Registration training course and provides applicants with the training, skills and knowledge required to correctly install and terminate Optical Fibre Cabling. ACMA recognised Optical Fibre Cabling UEENEEF105A On completion of the course graduates will be able to:  Identify the principles, properties, advantages and typical areas of application of Optical Fibre transmission for custom premises installation.  Identify the correct fibre type, cable construction and installation components for custom premises installation.  State the AS/NZS 3080 requirements for Optical Fibre dimension, connectors and transmission performance and explain the effect of poor installation practices.  State and apply Optical Fibre OSH practices.  Place, install, secure and protect Optical Fibre in accordance with AS/NZS 3080 and component suppliers specifications in a safe manner.  Transmission test an Optical Fibre installation for compliance with AS/NZS 3080 using appropriate test equipment, accurately and in accordance with the suppliers instructions.  Locate faults in Optical Fibre cabling in accordance with OSH guidelines and procedures. Course Requirements To gain entry into this course applicants must have an ACMA Open Cabler Registration and a working knowledge of both written and spoken English. Code Pre-Requisite Unit(s) of......

Words: 1017 - Pages: 5

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 Coherence Tomography: a Review

...IEEE JOURNAL OF SELECTED TOPICS IN QUANTUM ELECTRONICS, VOL. 5, NO. 4, JULY/AUGUST 1999 1205 Optical Coherence Tomography (OCT): A Review Joseph M. Schmitt (Invited Paper) Abstract— This paper reviews the state of the art of optical coherence tomography (OCT), an interferometric imaging technique that provides cross-sectional views of the subsurface microstructure of biological tissue. Following a discussion of the basic theory of OCT, an overview of the issues involved in the design of the main components of OCT systems is presented. The review concludes by introducing new imaging modes being developed to extract additional diagnostic information. Index Terms— Imaging, interferometry, optical coherence tomography, speckle. I. INTRODUCTION HE APPLICATION of optical technology in medicine and biology has a long and distinguished history. Since the 18th century, the microscope has been an indispensable tool of biologists. With the invention of the laser in the early 1960’s, physicians gained a new surgical instrument. The development of fiber optics led to the manufacture of endoscopes that permit direct viewing of internal organs deep in the body. In the modern clinical laboratory, new optical technologies facilitate the chemical analysis of tissue samples and the counting and sizing of blood cells. In spite of these and other advances, few of the optical instruments used in medicine today take advantage of the coherent properties of light. Even most instruments......

Words: 10387 - Pages: 42

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 Fibre

...An optical fiber or optical fibre is a thin, flexible, transparent fiber that acts as a waveguide, or "light pipe", to transmit light between the two ends of the fiber. The field of applied science and engineering concerned with the design and application of optical fibers is known as fiber optics. Optical fibers are widely used in fiber-optic communications, which permits transmission over longer distances and at higher bandwidths (data rates) than other forms of communication. Fibers are used instead of metal wires because signals travel along them with less loss and are also immune to electromagnetic interference. Fibers are also used for illumination, and are wrapped in bundles so they can be used to carry images, thus allowing viewing in tight spaces. Specially designed fibers are used for a variety of other applications, including sensors and fiber lasers. Optical fiber typically consists of a transparent core surrounded by a transparent cladding material with a lower index of refraction. Light is kept in the core by total internal reflection. This causes the fiber to act as a waveguide. Fibers which support many propagation paths or transverse modes are called multi-mode fibers (MMF), while those which can only support a single mode are called single-mode fibers (SMF). Multi-mode fibers generally have a larger core diameter, and are used for short-distance communication links and for applications where high power must be transmitted. Single-mode fibers are used for......

Words: 299 - Pages: 2

Optical Pump

...Optical Pumping Lab Report [Basic Principle] Before discussing the optical pumping, we have to mention the energy levels of the atom and their splitting due to the interaction between the spin of electron, orbital angular momentum of electron and spin of nuclei. We denote them with S, L, and I respectively. And the total angular momentum of electron is denoted by J, (Grand) total angular momentum is denoted by F. Therefore we will have to deal with the LS interaction, IJ interaction and later the interaction between the Grand total angular momentum and external magnetic field. A very schematic picture of the energy levels of 87Rb under a weak external field is shown in Fig. 1. After applying an weak external magnetic field on the atom, the formally degenerated energy level with same F will further split into 2F+1 sublevels, denoted by mF which is the projection of Grand total angular momentum to the direction of external field B0. Fig. 1 Until now we haven't mention any thing about the optical pumping. Now we have the atom well prepared, the only thing we have to do is to illuminate the vapor of Rubidium with some well tuned highly polarized light. Well tuned means the spectrum of the incident light is better to be narrow, this can be achieved by using a interference filter to screen out the unwanted light and let only the D1 line pass, namely when this light illuminated on the Rb vapor, only transitions between sublevels originated from 5S1/2 and sublevels......

Words: 1666 - Pages: 7

Optical Loss in Waveguide

...rectangular waveguides and a standard single-mode optical fiber has been calculated. Losses as low as 0.16 dB can be reached for waveguides with a refractive-index contrast in the range of 0.5% to 1.96%. The fabrication tolerances are such that practical devices with coupling losses below 0.25 dB are feasible. Key words: Coupling loss, optical waveguides, integrated optics. 1. Introduction In optical systems that contain integrated optical components, mode-field mismatch between the fundamental mode of the waveguides of an integrated optical circuit and the optical fiber that is connected to the circuit may cause unacceptable power losses. This problem becomes more important as the refractive-index contrast of the integrated optical waveguides, D, which is given by the core refractive index nco and the cladding refractive index ncl, D5 nco2 2 ncl2 2nco 2 < nco 2 ncl nco , 112 is increased. To achieve a good match to optical fibers, silica waveguides are usually designed to have D in the range 0.3–0.7%. Coupling loss as low as 0.05 dB has been reported for such waveguides.1 Increasing D, however, may be preferable because it makes a reduction of the size 1and hence the price2 of an optical component possible.2 The size reduction is mainly due to shorter coupling lengths in directional couplers and reduced radius of curvature in S bends. Systematic calculation of the coupling loss between waveguides and optical fibers has to our knowledge L. O.......

Words: 3282 - Pages: 14

4 x Biglietti Platea GOLD Shawn Mendes Bologna 23/03/19 | Format Factory v3.8.0.0. | Adventure