Alexiums real competitive advantage should be its ability to combine FR and other processes like Alexicool, insect repellent etc, as there should not be margin pressure when these additional processes can be combined into one as Alexium would be very price competitive in this area.
Perhaps they need to segment their markets more to find these customers , although I feel like they have had plenty of time to do so, especially considering the sales force /agents they are said to have!
Ann: Shareholder Newsletter, page-132
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