DuPont is a global leader in manufacturing and packaging founded in 1802. It focuses on electronic and imaging, transportation and advanced polymers, and safety and construction. Throughout its history, DuPont has applied research to develop new products and creatively expand applications of existing products, growing to over 200 brands. It takes a both customer-centered and product-technology-centered approach.

1. DUPONT
COMPANY CASE
GROUP 2

2. 01
Nguyen Thi
Hoai Thu
02
Phan Vu
Tuan Anh
03
Chu Nam
Anh
04
Nguyen Huong
Nguyen

3. Mindmap Company
case
Similar case
in Vietnam
Q&A

4. Mindmap

6. Overview &
Summary
Dupont

7. OVERVIEW
DuPont - a global leader in manufacturing and
packaging
Founded in 1802 by Eleuthére Irénée du Pont, a
French immigrant
Headquarter in Wilmington, Delaware, United
States
Main focus
Electronic & Imaging
Transportation & Advanced Polymers
Safety & Construction
Nutrition & Biosciences

8. SUMMARY
DuPont’s mission is to put “science to work by creating
sustainable solutions essential to a better, safer,
healthier life for people everywhere”
Throughout 1800s, DuPont’s focus product is
gunpowder and explosives
Applied research and Basic research are two categories
of Dupont’s R&D activities.
In the early 1900s, DuPont’s most successful products
ever appeared Nylon.

9. SUMMARY
During the next decade, DuPont continued successfully
to research new materials and products and brought
out new applications for its products.
DuPont decided to expand its industry area to over 200
brands in its portfolio
Maintaining global
leadership

10. Company case
DuPont
Improving Everyday Life by solving
the World’s Most Challenging Problems

11. 2-16. Dupont has steadily grown by developing new products but also
creatively expanding the applications of those products.
How can marketers become really good at this?

12. WHO ARE MARKETERS AT DUPONT ?
A diverse team of
scientists, engineers, and
business managers.
Striving together to make
life better for everyone,
everywhere.
Shaping DuPont's brand
image

13. MARKETERS CAN FOCUS ON
THE FOLLOWING STRATEGIES:
Product strategy
1.
2. Diversification strategy
3. Cross-functional collaboration

14. Example: the use of Tyvek, Kevlar,
and Nomex for protective clothes.
DuPont well focus on its mission i and
provide a wide range of products that have
various applications.
PRODUCT STRATEGY

15. Two main categories in R&D
activities, Applied research and
Basic research
By encouraging R&D activities,
DuPont expanded to over 200 brands.
DIVERSIFICATION
STRATEGY

16. The marketing team will identify
market need, potential customers
then decide whether to expand the
product or not.
DuPont’s marketing and R&D team
collaboration help them to adjust
production process.
CROSS-FUNCTIONAL
COLLABORATION

17. 2-17. Dupont has a sprawling business portfolio.
What are the advantages and disadvantages of this?

18. Advantages:
Mitigating risks by spreading investments across a
wide range of products or markets
Providing the company with multiple sources of
revenue
Leveraging its expertise in one area to create new
products and services in another
Providing its own material to produce

19. Disadvantages:
Lack of focus and a dilution of resources
Difficult to respond quickly to changes in
market
Difficult to allocate resources effectively

20. 2-18. Is Dupont a customer-centered company, a
product/technology-centered company, or both? Explain.

21. A history of adapting its
products to meet changing
market demands
DuPont's willingness to explore
alternative uses for its
technologies
CUSTOMER-CENTERED

22. PRODUCT-CENTERED
A rich history of product
innovation and technological
breakthroughs
The company has dedicated
research and development
activities

23. Customer-centered
Product/technology-
centered

24. 2-19: Given the increasing instability and unpredictability of the
business environment, how is Dupont positioned for the future? Is
it positioned well or poorly? Why?

25. History
The company has a history of 220 years – over the
years it has a rich history of scientific and
technological breakthroughs that have transformed
industries.
Strategies
Willing to terminate languishing products, instead,
they focus on potential products, mainly serving
for industries – this can be referred to as the BCG
Growth-Share matrix

27. 2-20. Small group exercise

28. MISSION STATEMENT
“To pioneer scientific advancements
for a safer, healthier, and more
sustainable future”
Pioneer Scientific
Advancements
Safer, Healthier
More Sustainable
Future

29. JUSTIFICATION
Pioneer Scientific
Advancement
Long history of
innovation
Emphasizes DuPont’s
commitment to
leading way in
scientific discovery
Safer, Healthier
Focus on improving
safety and health
Highlights these key
areas of impact.
More Sustainable Future
Efforts to reduce
their environmental
footprint, develop
eco-friendly products
Vision for a more
sustainable world

30. Similar case in Vietnam
VINGROUP

32. Founded in August
8, 1993 in Ukraine
Multi-industry
corporation in Vietnam
Founder: Phạm
Nhật Vượng
Headquarters:
Vinhomes Riverside,
Long Bien District, Ha
Noi, Vietnam
Net worth: $26
billion

33. SWOT of Vingroup

34. Strong Brand
Management
Excellence
High-Quality
Products
Talent
Acquisition
Human Resource
Training
Diversification
Setbacks
Rising Incomes
Service Market
Expansion
Slow Business
Market
Development
Complex
Administrative
Procedures
Dependency on
Imported
Technology

35. Why Similar?
Mission
DuPont VinGroup
To put science to work by
creating sustainable solutions
essential to a better, safer,
healthier life for people
everywhere.
To create a better life for
people.

36. DIVERSIFICATION
TECHNOLOGY
- INDUSTRY
VinFast
VinAI
VinTech
SOCIAL
ENTERPRISE
TRADE IN
SERVICES
VinSchool
VinBus
VinMec
VinWonders
VinPearl
VinCom

37. Customer focus
Product quality
Global presence
4Ps of Marketing
Marketing strategy

38. THANK YOU FOR
LISTENING!
Don't hesitate to ask any questions!