Newcell Industries

Abstract

The case narrates the background and the process of implementation of a button cell manufacturing project. Although the promoters were professionally qualified and market potential impressive on paper, they failed to realize the market realities. The financial position of the company erodes over a period of time especially with the financial institutions declining to extend further support. The entrepreneurs’‘ decision to implement this technically sophisticated project on their own was disastrous. Finally, the company was not able to stabilize technology and become operational. It never took off. The case can be used to discuss opportunity identification, project implementation and new venture management.