Du Pont Competitive Advantage

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. What are Du Pont’s competitive advantages in the TiO2 market as of 1972? How permanent or defensible are they? What must Du Pot do to retain its competitive advantages in the future?
As the paper suggests, Du Pont has been a dominant company in the TiO2 market as it is the only company which possesses the operation technology of ilmenite chloride which eventually led to lowering its cost below its competitors. Given the fact that chloride technology is cheaper than other technologies and Du Pont is the only company that manages the facility, these two factors give Du Pont major advantages over other companies. But it won’t be long before it loses the privilege of these advantages unless Du Pont thinks of new strategy to maintain them. In this case two strategies have been introduced and considered by Du Pont, growth strategy which calls for an aggressive expansion to control the market and limit competitors’ ability to expand. The other one is called maintain strategy which aims for 45% of market share by gradually increasing investment. Each of these strategies carries different kinds of risks which Du Pont should take into consideration.
2. Given the forecasts provided in the case, estimate the expected incremental free cash flows associated with Du Pont’s growth strategy and maintain strategy for the TiO2 market. How much risk and uncertainty surround these future cash flows? Which strategy looks most attractive (i.e., using the DCF (e.g., NPV) method)??

The estimated free cash flows for the two strategies are $391 million for the growth strategy and $365 million for the maintain strategy. (Please refer to the excel sheet for breakdown of calculation).
I believe that both strategies carry the same uncertainty of demand, p...

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...and many other factors.
4. Which strategy should Du Pont pursue?

Du Pont is organized into ten industrial departments. The department responsible for TiO2, the pigments department, is the second smallest of the ten departments. The revenue for this department in 1971 is $180 million which represent only 4.68% of Du Pont’s revenue. Although there is a considerable risk associated with the growth strategy, the committee is willing to grow this department because it is one of the smallest departments for du Pont, and the company performing so well financially as a whole. This leads us to the conclusion that the growth strategy should be pursued. Du Pont can afford to take a risk on this strategy given the small impact this department has on their associated financials, not to mention that the returns with the growth strategy are superior to the maintain strategy.

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