HeatWatch

ISBN 0-324-01610-7

Case Teaching Package

A case teaching package is available for this case. It includes strategies for case presentation, solutions to the assignment questions in the case, and suggestions for the most effective ways to work this case into your course.

Length

This case is 13 pages in length and its case teaching package is 3 pages.

Abstract

Dairy Diagnostics (DDx) is a start-up company located in Denver, Colorado. It developed a product called HeatWatch, which assists dairy and beef farmers in determining when a cow is in heat so that she can be selected out for breeding through artificial insemination. The economic benefits of using HeatWatch can be impressive, but the introduction of HeatWatch to the marketplace has not been without its share of problems.

At the time of the case, HeatWatch was having great success with penetrating the beef business, but the dairy business was slow to catch on. In addition, the company knew that certain international markets held great promise for them, but with limited resources, it had to pick its initial targets with care.

This case is designed for use by MBA students (either traditional or executive). It can also be used in continuing management-education settings. Depending on the emphasis placed, it can be used as a supplement for topics in strategy, strategic marketing, competitive positioning, or information technology and electronic commerce.

Study Questions

1. To what extent should HeatWatch devote more resources to its Optest technology and try to move it faster to market?
2. How can DDx improve HeatWatch's penetration in the dairy industry?
3. When should DDx move to capture international markets for HeatWatch? Which countries should be on its priority list and why?
4. What other uses could be found for the HeatWatch or Optest technologies?
5. What are the critical success factors needed for HeatWatch to succeed?