Case Solution for Du Pont Teflon: China Brand Strategy

Complete Case details are given below :
Case Name :      Du Pont Teflon: China Brand Strategy
Authors :           Kent E. Neupert
Source :             Ivey Publishing
Case ID :            99M005
Discipline :        Marketing
Case Length :    13 pages
Solution Sample availability : YES
Plagiarism : NO (100% Original work)
Description for case is given below :
By 1996, Du Pont had spent six years helping licensee manufacturers to develop the Chinese market for nonstick cookware. Although Du Pont Teflon brand coating held 80% of the nonstick market, the nonstick market overall represented 2% of the Chinese cookware market. Moreover, the amount of money spent on developing the nonstick market exceeded the revenue that Du Pont received in the Chinese market. If Du Pont decided to take a different role in the market, it faced many obstacles that required significant additional investment. It appeared that the Chinese market offered tremendous opportunity, but it would require new efforts, skills, distribution channels, and patience. Dupont’s decision represented a move from being moderately involved in developing the Chinese nonstick cookware market to taking a very active leadership role in the market.
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