Gene One
Problem Solution: Gene One
Name
University of Phoenix
Problem Solution: Gene One
Gene One is a successful and ambitious company in the competitive bio-tech industry. Though a relatively small company, Gene One has marketed its plant and bio-agriculture research in such popular products as Tender Tomatoes and Perfect Potatoes. The company has decided that it needs to offer an Initial Public Offering (IPO) in order to obtain capital for new development, advertising, and marketing in order to remain successful. Unfortunately, Gene One is not entirely ready for the demands of a public offering. The management team at Gene One seems to have conflicting desires and goals, and there appears to be confusion as to the reasoning behind an IPO, due to employee beliefs and concerns. These internal issues will create problems that will hinder the IPO, and thus the company's future. By comparing and contrasting Gene One to other companies that have dealt with the decision to go public or remain private, it is possible to see where Gene One needs to improve in order to meet its goals. Finally, based on this benchmarking, creating a specific problem statement, and defining Gene One's end-state goals, it is possible to make specific recommendations that will create the ideal solution.
Situation Analysis
Issue and Opportunity Identification
Gene One is a cutting edge biotech company that has grown into a $400 million company in just eight years. The CEO and Executive Board has decided that it needs to offer an Initial Public Offering (IPO) in order to obtain capital for new development, advertising, and marketing in order to remain successful. Their goal is to go public within the next 36 months, and continue to grow at 40% per year.
The decision to go public has created many exciting opportunities for Gene One, including increased brand recognition and market potential, increased capital for...
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