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As illustrated in Exhibit 4 of the case study, number of chicken farms with flock size less than 10,000 has vastly shrunk between 1964 and 1969. This trend has continued and it is estimated that between 1975 and 1979 80% of the chicken population would be on farms (3%) with 10,000 or more birds. With limited resources and sales personnel it makes sense for ODI to characterize their served available market (SAM) as medium and large farms only and not focus on small farms at all.
Besides, Small farms have smaller henhouses and cannibalism in birds may not be a real concern for these farmers. The production loss because of cannibalism may not be large enough to make ODI's product appealing to these customers...
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