The Captor Opportunity

  • Reference: M-1380-E

  • Year: 2018

  • Number of pages: 10

  • Geographic Setting: España

  • Publication Date: Nov 17, 2020

  • Source: IESE (España)

  • Type of Document: Case

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Description

Captor Materials is a company founded and managed by Ernest Núñez. The main asset of Captor Materials was a patented absorbent technology for the removal of nitrogen oxides (NOx) with an unprecedented high yield, which Núñez himself had developed years earlier. An accumulated exposure to NOx causes gradual health deterioration and eventually death. Núñez and his team had identified three main markets for Captor, on which the development and commercial efforts would be focused: escape hoods for industrial emergencies, submarine air purification systems, and domestic air purifiers. However, Captor Materials had accumulated a loss of more than ?1.5 million, when the company was approached by a gas mask manufacturer, which had started testing the Captor technology, with an offer to purchase the company. Núñez needed to decide on a course of action for the company. If he recommended selling, he would be expected to propose the conditions for the transaction. On the other hand, if he recommended not selling, he would have to present a sales plan for the following years and make concrete proposals regarding the commercialization of the Captor technology.

Learning Objective

Appropriate for targeting or sales modules

Keywords

targeting