Odi

Issues

Nature of Demand

The main buyers of a contact lens for chickens are the owners of chicken farms. In 1969, the total U.S. chicken population was 371,008,459. In 1974, the commercial flock of laying hens in the

U.S. was 2.5 million birds and in southern California contained 20 farms that housed 21 million chickens. Therefore, there was a huge demand be expected in the U.S. especially in California.

In order to deal with the Cannibalism, fighting and pecking each other, and the vision problem, resulting from the cataracts, among chickens. The chicken farmer could make a chicken to wear the ODI

Lenses. After wearing the ODI lens, a chicken had its depth perception reduced to about 12ЎЁ and its visual acuity reduced. Moreover, chicken mortality due to cannibalism, and egg production

loss result from trauma were reduced apparently. Thus, the farmers's feed cost would be reduced significantly when chicken wore ODI lens instead of the debaking operation.

Buyer behavior of decision in ODI lens

Who is the buyer? The owners of chicken farms

What is the buyers requirement? ODI contact lens for chickens.

When will the buyer need the product? when chickens were about 8 to 10 weeks of age. It is at this time that a complete pecking order is established and, the chickens through

cannibalism, fighting and pecking, establish a hierarchical type and

social organization.

Why will the constomer buy? to reduce farmerÐŽ¦s feed cost by deal with the

Cannibalism and vision problem among chickens.

Where will the customer buy? because this product is unique for chicken, and a unique solution to a complicated problem. The buyer

will get it though ODI's salesperson with technical representatives

to make sure that lenses were being used in such a way to maximize

benefits to the farmer.

Nature of Competition

Chickens were social birds and had their social structure. Through fighting and pecking, they establish a hierarchical type of their social organization. Dominant chickens carried their heads high, while submissive ones maintained a low head level. When submission chicken raised its head too high or entered into the territory that had more dominant chickens, it was pecked. This resulted in cannibalism and mortality and in turn reduced the productivity of eggs. Due to compating cannibalism, farmers had been used debeaking as the major means of reducing the cannibalism among chickens before the contact lens