Optical Distortion, Inc. Case Analysis

In the area of opportunities, the online market presents a strong market that the organization has not exploited as much as they could

The company’s products are not selling in the market even after making several changes and reforms in the operation process i.e. experiencing difficulty in gaining traction in the market.

Threat to new entrants: There is no barrier to entry in this industry but it might be difficult for newcomers to compete against existing well establishing companies.

For any innovation, a company needs to ensure it has developed good network relationships in order to obtain support for its innovation. This is because of the generic market acceptance process. The market acceptance process starts with building relationships with the adoption networks, which should start before the innovation is launched and continue after the innovation has been commercialized. Once the product has received backing from the adoption network, early adopters will be willing to purchase the product because of the technological innovation which they would be willing to access for themselves. Once a product has been accepted by the early adopters, and they give it

The new small entrants are coming out with completely new idea which eats out of the existing segment of buyers. For an example, Heelying Shoes’ unique shoe with imbedded and detachable wheel turned out to be a success. They sold 1 million pairs in the first year of operations.

1 Farmers may not totally understand the product value. They may not easily accept new product that they have never heard about.

Threats include farmers reluctance, competition, non-adequate pricing strategy, low trained salesforce and technicals, higher costs then forecasted.

The entry barriers to many categories are declining. If you have a good product, the authors state you have a chance of being successful. It means that previously unknown names can establish themselves as leaders in the category. When each product is evaluated independently, then even no-names have a chance of establishing themselves.

Optical Distortion Inc. is a small new company, not yet in business, with a cash asset of $200,000 and a patent for an innovative new product (the only one) which is a contact lens designed to impair the eyesight of chickens. . These lenses are used instead of debeaking. Lensed chickens are more likely to survive. They also eat more efficiently than debeaked chickens. The key issue facing ODI is "How to market these lenses?". The analysis in this paper provides recommendations for ODI on their marketing and pricing strategy to launch this new product.

These challenges, awareness, availability, accessibility and affordability are the obstacles that stand in the way of a product being successful or not. If appropriately traversed, the company can expect to see huge profits. However this can only be done through a very thorough understanding of this unique market and the appropriate application of practical and pragmatic marketing strategies.

product is in upper quartile. Therefore, its scope is limited in Asia Pacific owing to lower income levels and lesser

If the company decided to sell the new product at price of D.Cr. 8.20, that means the full fixed expense of 1.20 is covered and the company will make high profit. However, the selling price of D.Cr. 8.20 is very high and under this price the company will sell the new product at a lower volume than what the company planned sale volume in the budget and that will affect the company in the market as a strong competitor in the food manufacturing. According to the case, the company sales volume drop to 30 tons when the product was sold at the price of D.Cr. 8.2. Thus, my recommendation are as follows:

Refractive lens exchange surgery is recommended for patients suffering from presbyopia and high hyperopia. Noted ophthalmologist and retinal specialist Dr Somdutt Prasad presents an insight about this surgery.

It may be that you will only be competing directly against some of these because you will be targeting a particular segment of the market or offering services which are hard to find elsewhere”( Market Research- Estimating Demand, 2012).

Before considering the correction of refractive errors, one must first understand the basics of the eye and how it uses the process of refraction to create visual images.  The process of refraction begins with light as it comes in from external sources, with the amount of light being regulated by the pupil, the large, black, circular opening at the front of the eye.  The size of one’s pupil is further regulated by the iris, the even larger, circular, colored part of the eye.  Once light rays make contact with the eye, they hit the cornea, the clear, dome-shaped layer that covers the front of the eyeball.  When the light rays hit the cornea, the cornea bends (or refracts) them in a primary stage which is followed up by the lens, a clear surface behind the pupil which further focuses the light rays (now becoming an image) onto another essential part of the eye: the retina, which is located along the back inside surface of the eyeball.  “The retina is a thin, delicate, photosensitive tissue that contains the special “photoreceptor” cells that convert light into electrical signals” (“How we see”).  These electrical signals act as messages that are further processed and then sent to the brain via the optic nerve, a bundle of nerves that connect to the back of the eye.  When they reach the brain, the brain interprets them and they become the images that one sees.  Therefore, at its core, vision truly comes from the brain.