For the captor opportunity case where they have three possible markets which of the markets would you focus your sales efforts on ?

Questions -

1. What are the main reasons that hinder sales of Captor Materials Division?

2. Is Captor a good product for the customers?

3. What would be your advice to Nnez: should CM try to sell Captor to three markets or should they focus on a certain type of customer? In the latter, which of the markets (if any) would you focus your sales efforts on? Which advantages and disadvantages do you see in selling your product to each of the markets?

Reference details -

Nez and his team had identified three main markets for Captor, where, they believed, Captor could provide some added value to the client: escape hoods (protective head coverings) for industrial emergencies, submarine air purification systems, and domestic air purifiers. Nez and Jdar have already put quite strong commercial efforts into those markets but in spite of this, the company did not witness any particularly strong boost in sales. An independent consulting company whose forecasts have proven to be quite reliable in the past has provided Captor Materials with what they believed to be more reliable sales goals per market for the following five years (see Exhibit 3). These goals were based purely on the market size of each industry and did not take into consideration other variables, such as the value of Captor material for the client nor the commercial effort that Captor could potentially put into promoting the product. Nez and Jdar believed that these numbers are quite conservative and with the right marketing approach the company could achieve higher sales than those forecasted by independent consultants. Other potential markets had been classified as less attractive and would not be pursued at the moment: mine rescue chambers, saturation diving chambers, space life support systems, recreational submarines, and domestic escape hoods.