Apex Essay

1423 Words6 Pages
Kimberly Berfield ENTR 6200, Sec 07 Week 2 Case Study, Apex Chemical Case, Product Commercialization Apex, as a medium-sized company, has to determine which product, a new compound or its first beta compound, to bring to market. This decision starts with a review of the business model, and an effort to make the best decision within the firm’s resources, ability to invest in innovation, and the framework to determine the best choice moving forward. Both compounds come with some reward and are attached to certain risks. To make the best decision, it is advisable to work through the framework and lifecycle of each compound, measure the cost/benefit of the compounds and determine the best interest of the company. Apex brings in annual sales of $60 million, but with only enough funding to choose one investment, the products also have to be evaluated by lifecycle category to understand the investment. Compound A-115 has benefits in that it is new in its lifecycle, new to the market and the opportunity exists to use this to the full advantage in the business community. There is only one competitor in the field, and although they have brand recognition and a strong customer service ranking, there is opportunity to exploit this life cycle process. Additionally, Apex could revisit their customer service strategy to make it comparable. Apex would have an opportunity to do some innovation, branding and marketing to challenge the competitor and offer an alternative. This includes the chance to explore the cost of the product, its production value, packaging and push to determine if there are ways to do it more efficiently. Working through an innovation process would include a chance for APEX to explore how to make the product itself viable, and would include the investment in what areas the company could advance and what would include greater costs than
Open Document