I need help with this case study about optical distortion Description A new product, contact lenses for chickens, is to be introduced by a small firm formed to market the product An entry strategy must be planned including price, sales force, size, and location An important focus is analyzing and computing the economic benefit to farmers Includes state by state chicken population data for planning a rollout sales program Approaching Your Analysis You may find it useful to focus on the California market, at least initially You are to conduct a sensitivity analysis varying (a) price and (b) fixed cost as part of your justification for your recommendations Questions to Consider These questions are intended to help you inform your conclusion, make your case, and frame your action plan What characteristics of the ODI contact lens are likely to make it appealing or unappealing to different types of chicken farmers How will this innovation likely be adopted across the market In what geographic areas should ODI focus its efforts On what market segments (in addition to geographic) should ODI focus its efforts What pricing policy should ODI adopt What level of marketing efforts should ODI be considering In particular, what information, incentives, and technical assistance will be required to induce (a) trial and (b) repurchase What's a realistic goal for ODI by 1978 How price elastic is demand for the lenses To what extent will increased marketing effort (i e , higher fixed costs) result in increased sales What is the optimum mix of price and marketing effort that will maximize profit What impact will changes in (a) variable costs, (b) fixed costs, or (c) farmers' costs (e g , sharp rise fall in feed prices) have on the calculations shown in Exhibits C and D

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I need help with this case study about optical distortion. Description A new product, contact lenses for chickens, is to be introduced by a small

I need help with this case study about optical distortion.

Description

A new product, contact lenses for chickens, is to be introduced by a small firm formed to market the product. An entry strategy must be planned including price, sales force, size, and location. An important focus is analyzing and computing the economic benefit to farmers. Includes state-by-state chicken population data for planning a rollout sales program.

Approaching Your Analysis

You may find it useful to focus on the California market, at least initially
You are to conduct a sensitivity analysis varying (a) price and (b) fixed cost as part of your justification for your recommendations

Questions to Consider

These questions are intended to help you inform your conclusion, make your case, and frame your action plan.

What characteristics of the ODI contact lens are likely to make it appealing or unappealing to different types of chicken farmers? How will this innovation likely be adopted across the market?
In what geographic areas should ODI focus its efforts?
On what market segments (in addition to geographic) should ODI focus its efforts?
What pricing policy should ODI adopt?
What level of marketing efforts should ODI be considering? In particular, what information, incentives, and technical assistance will be required to induce (a) trial and (b) repurchase?
What's a realistic goal for ODI by 1978?
How price elastic is demand for the lenses?
To what extent will increased marketing effort (i.e., higher fixed costs) result in increased sales?
What is the optimum mix of price and marketing effort that will maximize profit?
What impact will changes in (a) variable costs, (b) fixed costs, or (c) farmers' costs (e.g., sharp rise/fall in feed prices) have on the calculations shown in Exhibits C and D?