Premium Essay

Optical Distortion Case Analysis

In: Business and Management

Submitted By avengeryzc
Words 1071
Pages 5
Zhicheng Yao
Case: Optical Distortion (A)

Preparation Questions: Optical Distortion Case (Hand in 3-page report) 1. What characteristics of the ODI contact lens are likely to make it appealing/unappealing to different types of chicken farmers?
Like many other fowl, the chickens are social birds and their society has a definite social structure. They establish a hierarchical social organization, though fighting and pecking after the birds reach sexual maturity. The comb on the head of chicken is a means of preserving the peck order, and a submissive bird raising its head too high would be pecked by one or more its superiors until its head was lowered. The more productive strains tend to be more cannibalistic, even sometimes had to put a sack over the extremely productive one. In order to reduce chicken mortality due to cannibalism , the chicken farmers use debeaking, which doesn’t interfere with the formation of the peck order but reduces the efficiency of beak as a weapon. The debeaking process make the chicken subject considerate trauma resulting in a temporary weight loss and the retardation of egg production for at least a week. The debeaked chicken would enter a permanent regression or own its deadly weapon again if the beak is cut too short or too long.

Compare to debeaking operation, ODI contact lens which would cause cataract to poultry is the product to actually confront the cause of chicken cannibalization rather than just minimize its effects. And the red color environment caused by lenses affects the chicken’s ability to act out its aggressions. The installation of lens doesn't result trauma to the chicken as debeaking does, and it could install the lenses in about 225 chickens per hour without noticeable weight loss nor reduction in egg production. The lenses also help the chicken farmer save the investment on the feed cost due...

Similar Documents

Premium Essay

Optical Distotrtion

...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...

Words: 826 - Pages: 4

Premium Essay

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

Free Essay

Samsung Ad Analyzed

...Name Institution Professor Date Analysis of a Samsung Ad [pic] In this ad, the electronics company, Samsung, is advertising an optical digital camera. A small image of the advertised camera appears at the bottom right corner of the picture. The camera appears as if it is in three dimensions and has the zoomed image on its screen. Alongside it, to the left, is the writing, “24X OPTICAL ZOOM”. The main image is a puppy held by a strap by a woman as they take a walk in the park. The puppy’s head is zoomed too much such that it appears larger that the body. In fact, the vertical dimensions of the head can be compared to half the height of the woman. On the top right of the ad is Samsung’s label in its exact demeanor. The name “Samsung” is in white on a dark blue background. The woman, though the face is not shown, seems to walk cordially alongside the puppy. She has been over zoomed to fit in the camera screen hence we cannot see her face. In any case, she was not the targeted object. The ad uses clarity of the picture to appeal the audience. The picture is noticeably clear despite being zoomed. There is no distortion on the image. One can identify fine details of the puppy, which is the subject in the picture. One can easily see the whiskers and the eye pupil. The picture is clear to suggest that the advertised camera has the capability to produce such pictures. Importantly, the ad demonstrates conscience on the need for quality images even when zoomed. A tourist......

Words: 625 - Pages: 3

Premium Essay


...Breakeven Analysis Assignment (Group Case Asignment # 2) Due at the beginning of class on March 16, 2009 This assignment is based on the Optical Distortion Case Assignment: Please complete a Pricing analysis and offer a final recommended price for the ODI lens. At the end of this assignment you need to have a balanced, well analysed and supported recommendation for the price that ODI should charge per lens. You will need to use all three pricing orientations (Cost/Profit, Competitive and Value based) to analyse what pricing options make sense. You will start by organizing data from the case on the costs involved for ODI. You will break up the costs into Fixed and Variable costs assuming a one year period. You will find that there are several possibilities (depending on what we decide later) for some of the fixed costs. You will evaluate these costs for several (3-5) such scenarios and run the subsequent analysis on all of them. (pl. follow the example in class). You will then perform Breakeven analysis on these numbers to provide input on pricing options. You will be calculating several breakeven points for different pricing options as well as different fixed cost scenarios (like in the example in class). You can use other information from the case and pricing of competitors as well as value to the customer to come up with different price possibilities. You will make projections for actual sales based on trends and projections in the case......

Words: 350 - Pages: 2

Free Essay

Computer Vision

...Learning OpenCV Gary Bradski and Adrian Kaehler Beijing · Cambridge · Farnham · Köln · Sebastopol · Taipei · Tokyo Learning OpenCV by Gary Bradski and Adrian Kaehler Copyright © 2008 Gary Bradski and Adrian Kaehler. All rights reserved. Printed in the United States of America. Published by O’Reilly Media, Inc., 1005 Gravenstein Highway North, Sebastopol, CA 95472. O’Reilly books may be purchased for educational, business, or sales promotional use. Online editions are also available for most titles ( For more information, contact our corporate/institutional sales department: (800) 998-9938 or Editor: Mike Loukides Production Editor: Rachel Monaghan Production Services: Newgen Publishing and Data Services Cover Designer: Karen Montgomery Interior Designer: David Futato Illustrator: Robert Romano Printing History: September 2008: First Edition. Nutshell Handbook, the Nutshell Handbook logo, and the O’Reilly logo are registered trademarks of O’Reilly Media, Inc. Learning OpenCV, the image of a giant peacock moth, and related trade dress are trademarks of O’Reilly Media, Inc. Many of the designations used by manufacturers and sellers to distinguish their products are claimed as trademarks. Where those designations appear in this book, and O’Reilly Media, Inc. was aware of a trademark claim, the designations have been printed in caps or initial caps. While every precaution has been taken in the preparation of......

Words: 150684 - Pages: 603

Premium Essay

Hydrogen Lab Report

...range of MgH2 and higher than covalent-like hydrogenated intermetallic compounds. Also, they have noted that Mg3ReH7 has a lower desorption energy which can be quantified from the analysis of the Bader charges within the [ReH6]5- complex ion. From neutron powder diffraction studies, the crystal structure of the Mg3TH7 (T=Mn and Re) have been described in the hexagonal P63/mmc (space group 194) [6, 8], where Mn and Re atoms occupy the 2a Wyckoff sites, while the atoms occupying the 2b, 4f, 12k and 2c Wyckoff sites will be referred hereafter as Mg(1), Mg(2), H(1) and H(2), respectively, see Fig 1b. For T = Tc, there are no reports on the existence of Mg3TcH7 structure [9], a hypothetic hexagonal structure was included, the starting data were taken as those of T = Mn. However, MgH2 crystallizes in a rutile phase which corresponds to P42/mnm (136) space group [10], where Mg atoms occupy the 2a Wyckoff sites, while H occupy the 4f Wyckoff sites, see Fig 1a. The atomic coordinates have illustrated in Table 1. Many authors [9,11] have investigated the electronic structure of complex hydrides Mg3MnH7, Mg3TcH7 and Mg3ReH7. However, to the best of authors knowledge there are few theoretical investigation on the elastic and optical properties of complex hydrides. It is well known that the elastic properties, optical properties and electronic structure of complex hydrides play an important role for many applications related to the mechanical properties of materials and optoelectronic......

Words: 2791 - Pages: 12

Premium Essay

Augmented Reality

...Szucs, Silvia Paxian and Cecília Sik Lanyi Additional information is available at the end of the chapter 1. Introduction This study provides an overview of augmented reality (Augmented Reality, AR) and some of its important and popular areas of application. Augmented reality technology integrates 3D virtual objects into a real 3D environment, in real time. This book chapter presents the areas of everyday life where AR can be used (including, but not limited to): medical informatics, production repair, visualization, route planning, entertainment and military applications, marketing tasks and education. The basic characteristics of AR systems, the need for compro‐ mise in their applicability, and optical and video mixing approaches are presented in the chapter. The chapter introduces the two main areas of sensor errors, which are considered as a basic problem during the design of efficient augmented reality systems. We summarize how the current devices are able to solve these problems. The expected future direction of AR technology developments and the areas where further research is needed are simultaneously introduced. 1.1. Aims In the course of preparing the study, the actualities of augmented reality technologies have been reviewed. Questions associated with differing scope of application, design and imple‐ mentation problems of augmented reality systems, and possible solutions have been delineat‐ ed during the writing......

Words: 8102 - Pages: 33

Premium Essay

Optical Distortion Inc

...Introduction Optical Distortion, Inc. (ODI), is a small, new company that has developed contact lenses designed to impair the vision of egg-producing farm chickens. This development came after an accidental discovery that partially blind chickens demonstrate more manageable and productive behaviors that are valuable to chicken farmers. Market Trends As within many industries, the poultry and egg production market has evolved dramatically in the last century— from small backyard barnyards to today’s high-production farms of more than 2.5 million birds. Due to the varied demands and operations necessitated by this current, broad spectrum of customers (here, chicken farmers), the current market is best understood by segmenting it first by flock size. As shown in Exhibit 4 of the case study, we see the percentage growth (decline) of each flock size segment as it relates to farm size and chicken count from 1964 to 1996. Based on this data, farms with flock sizes less than 10,000 chickens have dramatically reduced in this time period while farms with flock sizes larger than 10,000 have consistently grown in each of the four high-volume segments. Additionally, the market data also demonstrates a significant progression of concentration both regionally as well as in the nation’s number of industry producers. In 1974, 80% of the laying hens in the United States were housed in just 3% of the country’s chicken farms. Regionally speaking, the farms have evolved into......

Words: 1331 - Pages: 6

Free Essay

Pyroelectric Detectors

...Pyroelectric detectors Pyroelectric Infrared Detectors (PIR)convert the changes in incoming infrared light to electric signals. Pyroelectric materials are characterized by having spontaneous electric polarization, which is altered by temperature changes as infrared light illuminates the elements. Since our sensor series uses this effect they can be used at ambient temperature even in the presence of thermal noise. By choosing appropriate IR receiving electrodes, they serve a wide range of application. * Characteristics | High Sensitivity | | Versatile selection of IR wavelength filters | | Room temperature operation | | Low cost | | Roust under severe environmental conditions | | Stable against ambient temperature and atmospheric changes | | Stable against electromagnetic interference | * Applications | Light control | | Temperature measurement | | Flame detector | | Automatic door switch | | Visitor detector | | Home security | | | | | * IR Filters | AR coated silicon (low cost) | | 7µm cut-on, long pass, filtered silicon (body detection) | | 4.3 µm bandpass filtered quartz (flame detection) | | 4.5 µm AR coated silicon (body detection) | | 5µm cut-on silicon (body......

Words: 2755 - Pages: 12

Free Essay

Film Form Analysis

...Film Form and Analysis Cinematography Cinematography describes the process by which a film strip is exposed to light to create an image. It encompasses many factors: the camera’s distance from the action, camera angle and direction, type of lens, camera movement, and lighting, among others. The art of cinematography also includes mise-en-scène—the arrangement of objects and movements in the frame. Shot Types The amount of visual information included in the image depends on the distance of the camera from the action and on the focal length of the camera lens. Throughout the history of cinema, filmmakers have favored certain combinations of camera distance and focal length, or shot types. * Extreme long shot: Captures a scene in its entirety; used for establishing location in exterior shots. Used frequently in epic genres such as westerns and war films, it reduces human beings to mere dots on the screen. * Long shot: Accommodates at least the entire bodies of figures (if that is all the shot includes, it is called a full shot). Captures movement, background, and broad gestures and expressions. * Medium shot: Contains a figure from the waist or knees up. It is a functional shot, favored in classical Hollywood editing, often used for scenes with dialogue. * Close-up: Includes very little if any background, concentrating on an object or, if an extreme close-up, a fragment of an object, such as the human face. Close-ups often accord great significance and......

Words: 5540 - Pages: 23

Premium Essay

Plasma Nitriding Lab Report

...discussion In this section, nitrided layer microstructure and composition, surface hardness and hardness profile, surface topography, and wear test results of the samples treated at different temperatures and gas mixtures are presented and compared with those of the un-nitrided one. Fig. 1 presents the typical microstructure of the heat treated tungsten tool steel. The microstructure consists of a matrix of martensite and spheroidized carbide precipitates. High speed steels contain a high content of elements such as molybdenum, chromium, tungsten, vanadium, and cobalt along with enough carbon to provide a large amount of stable carbides in the final structure. Secondary hardening after tempering is due to precipitation of mixed carbides. Image analysis by ImageJ software [29] revealed the percentage of alloy carbides to be about 15%.The overall hardness of the steel as reported in table 3 was 910...

Words: 1237 - Pages: 5

Free Essay

Vaccume Tubes Research Paper

...last few years. Many past DSP simulations of tube amplifiers were implemented using Static Digital Wave shappers for the task of replicating the tube transfer characteristics. Since the physical behavior of such systems is quite complex, physically informed models are necessary for more precision in the simulation, requiring more computer power. A Wave Digital Filter (WDF) simulation of the Giannini True Reverber double 12AX7 preamp is accomplished in this work using Koren’s triode equations and Block Compiler, where each parameter was acquired in the original electronic schematic or by measurement of the real amplifier. The real preamp is compared to the WDF model using the following test signals: single tone, logsweep and transient signal analysis. The results suggest that the current triode models do not cover all circuit topologies, so that further research is required. | A. Giannini True Reverber * In recent years Brazilian made “vintage” tube amplifiers have been rediscovered by musicians. A characteristic of these amplifiers are their...

Words: 5874 - Pages: 24

Free Essay

Molecular Communication

...Computer Networks 53 (2009) 2753–2766 Contents lists available at ScienceDirect Computer Networks journal homepage: Molecular communication options for long range nanonetworks Lluís Parcerisa Giné *, Ian F. Akyildiz The Broadband Wireless Networking (BWN) Laboratory, School of Electrical and Computer Engineering, Georgia Institute of Technology, Atlanta, GA, USA a r t i c l e i n f o a b s t r a c t Nanotechnology is an emerging field of science devoted to provide new opportunities in a vast range of areas. In this paper, different techniques are proposed to enable the long range interconnection of nano-machines, deployed over distances from a few centimeters up to several meters. Long range nano-communications will enable the development of applications that could not be implemented using other techniques. The usage of both short-range nano techniques and long range micro techniques are not practical or are unfeasible for a huge application scope. Biologically inspired research provides promising features to long range communication, such as very low power consumption and biocompatibility. In this paper, several bio-inspired techniques are discussed following a twofold taxonomy divided according to whether a fixed physical link is required for signal propagation or not, i.e., either wired or wireless communication. In the first group, pheromones, spores, pollen and light transduction are discussed. In the second group,......

Words: 11420 - Pages: 46

Free Essay

3d Animation Captcha

...A CAPTCHA Implementation Based on 3D Animation Abstract—In order to distinguish between human users and computer programs, CAPTCHA (Completely Automated Public Turing test to tell Computers and Human Apart) mechanism is widely applied in websites such as accounts application website. While the major implementation of CAPTCHA method—2D still image verification code based on OCR technology is threatened by developing artificial intelligence and image recognition technologies. In this paper, we propose a new approach to implement CAPTCHA mechanism based on 3D Animation, utilizing the weakness of computer vision, which make it robust to computer attacks and convenient for users to recognize, and implemented this method to generate a 3D animation verification code. Keywords-CAPTCHA;VerificationCode;Moving Three-dimensional Animation I. Figure 1. objects; INTRODUCTION Internet is crucial to each respect of life all over the globe nowadays, through which we could retrieve and exchange information freely and efficiently. Given the fundamental relation between internet and people’ s life, vast malicious computer programs attack websites for profits, such as auto application for some mails’ accounts to send junk e-mails, etc. CAPTCHA (Completely Automated Public Turing test to tell Computers and Human Apart) system emerges to solve this problem by identifying end-users of internet whether a real person or an automated......

Words: 3406 - Pages: 14

Premium Essay

Supply Chain Risk

...Cisco Systems, Inc. Supply Chain Risk Management Chuck Munson with María Jesús Sáenz and Elena Revilla Vice President, Publisher: Tim Moore Associate Publisher and Director of Marketing: Amy Neidlinger Executive Editor: Jeanne Glasser Levine Operations Specialist: Jodi Kemper Managing Editor: Kristy Hart Senior Project Editor: Betsy Gratner Compositor: Nonie Ratcliff Manufacturing Buyer: Dan Uhrig © 2014 by Chuck Munson Published by Pearson Education, Inc. Publishing as FT Press Upper Saddle River, New Jersey 07458 FT Press offers excellent discounts on this book when ordered in quantity for bulk purchases or special sales. For more information, please contact U.S. Corporate and Government Sales, 1-800-382-3419, For sales outside the U.S., please contact International Sales at Company and product names mentioned herein are the trademarks or registered trademarks of their respective owners. All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher. ISBN-10: 0-13-375744-7 ISBN-13: 978-0-13-375744-6 Pearson Education LTD. Pearson Education Australia PTY, Limited. Pearson Education Singapore, Pte. Ltd. Pearson Education Asia, Ltd. Pearson Education Canada, Ltd. Pearson Educación de Mexico, S.A. de C.V. Pearson Education—Japan Pearson Education Malaysia, Pte. Ltd. Reprinted from The Supply Chain Management Casebook (ISBN:......

Words: 4942 - Pages: 20