Case ID: 9A99MT05     Solution ID: 28336

Dupont Teflon China Brand Strategy Traditional Chinese version Case Solution


DuPont had put in six years assisting licensee makers with developing the residential business sector for non-stick cookware. While DuPont Teflon brand covering held 80 for every penny of the non-stick advertise, the non-stick market general spoke to 2 for every penny of the residential cookware market. In addition, the measure of cash spent on building up the non-stick business sector surpassed the income that DuPont got in the Chinese market. In the event that DuPont chose to play an alternate part in the business sector, it confronted numerous obstructions that required critical extra venture. It gave the idea that the household business sector offered enormous open door, yet it would require new endeavors, aptitudes, circulation channels and tolerance. The case looks at the issues around initiative and item advancement that DuPont considered in their choice to go from permitting the assembling of non-stick covering innovation in China, to presenting an entirely owned brand of non-stick cooking crockery.

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