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ODI Case Study: essay

Since 1974 the population of chicken in U.S. farms has been rapidly growing. In the early 1970-ies, the number was totalled over 400 million birds. Most of the chickens live in tight henneries on large farms and that is the reason why they start to peck each other. It is a natural instinct of these birds, however, is the problem for farmers who lose their income. Chickens can utterly peck each other. This can lead to the loss of entire chicken flocks. Cannibalization forces the farmers to increase their costs. There has been an attempt to decrease cannibalism by debeaking, however, it did not lead to a desirable effect. Optical Distortions, Inc (ODI) offers a different method to fight chicken’s elimination.

ODI developed the lens for chicken. When launching a new product, there is a necessity to conduct a market research together with its presentation. The company speaks of advantages and disadvantages of the product, but focuses on its beneficial characteristics.

Let us address to the ODI technology closer. Once lenses are inserted into a hen’s eyes, they are not removed. The experiments proved that with the lenses the cannibalization reduced at 4 %. It also improves the situation with feeding as debeaked birds usually do not eat properly. Moreover, lens insertion is not as harmful as debeaking.

These advantages are beneficial for the farmers as by employing the ODI lenses they will be able to boost their profits by nearly 40 %. ODI experts unfold other important values of lenses to farmers. One of the beneficial gains is the reduction of feed waste. Secondly, in comparison with debeaking, ODI lenses enable the farmers to reduce the flock mortality rate in half. ODI specialists estimated that a trained team of workers is able to process the same number of chickens as those who debeak the birds. The point is to provide some special training to the farm workers and within a short period of time, they will be able to perform the art of lens insertion. However, it turns out to be the case as a team of workers will have to cope with the shortage of lenses as there are millions of chickens to be processed. That is why the company needs to sell millions of lenses in the first year. Finally, ODI has to convince the farmers that deciding on lenses, they may experience the lower operating costs and get the margin grow higher. In addition, to gain profits the farm should have at least 10,000 birds with ODI’s lenses.

Since 1974 the population of chicken in U.S. farms has been rapidly growing. In the early 1970-ies, the number was totalled over 400 million birds. Most of the chickens live in tight henneries on large farms and that is the reason why they start to peck each other. It is a natural instinct of these birds, however, is the problem for farmers who lose their income.

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Assignment ID
100002301
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CREATED ON
October 17, 2016
COMPLETED ON
October 18, 2016
Price
$8
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Essay Example Comments
elain
June 19, 2015
elain
Perfect as usual
JackDaniels
June 19, 2015
JackDaniels
Finished before the deadline with excellent quality! A pleasure to work with you! Thanks!
fiddlecovexD
June 19, 2015
fiddlecovexD
Awesome paper, good communications, followed all the directions I gave. 5/5!!