The Captor Opportunity (A)

Carbon Purity (CP) acquired Captor Materials S.L. (CM). The main asset of Captor Materials was a patented technology for the removal of nitrogen oxides (NOx). Accumulated exposure to NOx causes gradual health deterioration in employees exposed to these gases. The new Captor technology, which helps remove these NOx, is extremely valuable and can be implemented in a number of sectors where NOx are to be removed from gases. CP identified several markets where Captor technology could be applicable. In spite of the obvious benefits of the product, the CP tried to sell the Captor technology to various sectors, but only could close its first sales recently. The managers of the company intend to understand how to go about Captor and how to do a better job of selling the product in the future. To answer this question, they first need to understand better three different markets where the product could be sold and need either to identify the most promising market to focus on or can decide to simultaneously sell to all the markets. This case is based on the "Captor Opportunity" case, M-1380, by the same authors.