Both the U.S. Navy and U.S. Air Force have decided to nix their longstanding contracts with Sussex for liquid oxygen (LOX) converters, the company’s main product, favoring instead a new OBOGS (on-board oxygen generating system) technology, which extracts oxygen from the engine air during flight. The protagonist of the case Cyril Nabarkin calculates that revenue will shrink by almost 90% in just six months. He is seeking to identify new markets for the company. He wonders if Sussex has the stuff to compete in this changing market.
Sussex Industries: New Products or New Markets?
by: John Branch
Core Disciplines: Entrepreneurship & Innovation, Marketing/Sales, Strategy & Management
Click on any button below to view the available document.
Make sure you are registered and/or logged in to our site to view product documents. Once registered & approved, faculty, staff, & course aggregators will have access to full inspection copies and teaching notes for any of our materials.
If you need to make copies, you MUST purchase the corresponding number of permissions, and you must own a single copy of the product.
Electronic Downloads are available immediately after purchase. "Quantity" reflects the number of copies you intend to use. Unauthorized distribution of these files is prohibited pursuant to term of use of this website.
This product has a teaching note available. Available only to Registered Educators. Please login to view it.
After reading and discussing the material, students should:
- Illustrate the fundamentals of marketing in realistic contexts.
- Apply these concepts to specific marketing challenges.
- Practice their analytical and evaluative skills.