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Prize winner
Case
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Reference no. 9-575-072
Subject category: Marketing
Authors: Darrel G Clarke (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1975
Version: 14 April 2009
Length: 11 pages
Data source: Field research
Topics: Entrepreneurship; Market entry; Marketing strategy; Pricing strategy; Product development; Product introduction; Sales promotions; Sales
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Abstract

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. Allows data for computation of economic benefit to farmers. Includes state-by-state chicken population data for planning a roll-out sales program. Software for this case is available.
Location:
California
Industries:
Agriculture, forestry, fishing & hunting; Poultry & egg
Other setting(s):
1974
Teaching note
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Reference no. 5-577-161
Subject category: Marketing
Authors: Christopher H Lovelock (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1977
Version: 1 April 1977
Length: 10 pages
Data source: Field research
View full details
Case
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Reference no. 9-502-S36
Spanish language
Subject category: Marketing
Authors: Darrel G Clarke (Harvard Business School); Randall E Wise (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1975
Version: 8 January 1999
Length: 11 pages
Data source: Field research
Topics: Entrepreneurship; Market entry; Marketing strategy; Pricing strategy; Product development; Product introduction; Sales promotions; Sales
View full details
Compact case
Supplement
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Reference no. 9-589-011
Subject category: Marketing
Authors: Patrick J Kaufmann (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1988
Version: 17 July 1990
Length: 3 pages
Data source: Field research
Topics: Negotiation; Business ethics; Marketing management; Product introduction; Sales strategy; Sales; Innovation; New product marketing
View full details

About

Abstract

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. Allows data for computation of economic benefit to farmers. Includes state-by-state chicken population data for planning a roll-out sales program. Software for this case is available.

Settings

Location:
California
Industries:
Agriculture, forestry, fishing & hunting; Poultry & egg
Other setting(s):
1974

Related

Teaching note
-
Reference no. 5-577-161
Subject category: Marketing
Authors: Christopher H Lovelock (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1977
Version: 1 April 1977
Length: 10 pages
Data source: Field research
View full details
Case
-
Reference no. 9-502-S36
Spanish language
Subject category: Marketing
Authors: Darrel G Clarke (Harvard Business School); Randall E Wise (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1975
Version: 8 January 1999
Length: 11 pages
Data source: Field research
Topics: Entrepreneurship; Market entry; Marketing strategy; Pricing strategy; Product development; Product introduction; Sales promotions; Sales
View full details
Compact case
Supplement
-
Reference no. 9-589-011
Subject category: Marketing
Authors: Patrick J Kaufmann (Harvard Business School)
Published by: Harvard Business Publishing
Originally published in: 1988
Version: 17 July 1990
Length: 3 pages
Data source: Field research
Topics: Negotiation; Business ethics; Marketing management; Product introduction; Sales strategy; Sales; Innovation; New product marketing
View full details
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