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Case Study of Polycarb chemicals limited Focus On Strategy

by on Dec 22, 2012

  • 396 views

POLYCARB CHEMICALS LIMITED ...

POLYCARB CHEMICALS LIMITED
Dr. R.K. Reddy, Chairman and Managing Director of Polycarb Chemicals Limited (PCCL), was wondering about the future course of action for his company as he realized hat the company had to look for newer and better opportunities. PCCL is in the business of manufacturing PolycarbTM – a high-tech plastic for defence purposes. Since it was an innovative product, there were concerns regarding its application, marketing, etc. According to Dr. Reddy.We at PCCL perceive that the product is ahead of its time in India as many of the applications of PolycarbTM are yet to be exploited by the industry including aerospace engineering, superconductivity generators, etc. There is a strong feeling inside our company that we should not shift our concentration from core capabilities in technology to marketing. However, under the circumstances of MNC entry,
especially successful inventors of the product like Du Pont, can we afford to remain dormant in marketing? The operating revenues are able to meet R&D investment and just the overheads. Hence, we do not attempt brand image exercises. The manpower size is too small to engage in direct field marketing. The bankers have also started expressing concern about PCCL.

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Case Study of Polycarb chemicals limited Focus On Strategy Case Study of Polycarb chemicals limited Focus On Strategy Presentation Transcript