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.

1. Nida Zainab Siddiqui
Nidhi Gupta
Sandeep Patel
Sanjeev Malviya
Vineet Khushalani
Vijendra Chandravanshi

2.  INTRODUCTION
 APPLICATION OF POLYCARB
 BUSINESS RESOURCES
 SWOT ANALYSIS
 MICHAEL POTER FIVE FORCES MODEL
 RECOMMENDATIOS

3.  INDUSTRY : Polycarb Chemical Limited
 TYPE : Private
 FOUNDED : April 1999
 LOCATION : Bangalore
 FOUNDER’S : Dr. Balakrishnan, Dr C. Sachin, Dr. K. Mehta and Dr.
Mukherjee.
 KEY PEOPLE : Dr. R.K.Reddy ( chairman & managing director).
 PRODUCT : Polycarb Produces in a two forms (Powder & Resin).
 EMPLOYES : Overall Manpower was 22.
 INVESTMENT : 21 Million.
 RECOGNIZED BY : Department of Scientific & Industrial Research.

4.  Polycarb as a Powder and Resin.
 Powder:-For laminates with intensives use in printed circuit board
(PCBs).
 Resin:-Used in glass, silica, armid and carbon fibers.

5. F Financial Resources
H Human Resources
1. Existing staffing resources – overall 21
1. Investment in New Product – 21 million
Employees
2. Distribution channels – No allocation of
sources 2. No. of staff by function,
3. Production capacity location.experience, qualification
4. Existing finance funds remuneration.
5. Ability to raise new funds 3. Incremental human resource.
P
Physical Resources
I Intangible Resources
1. Production facility 1. Goodwill
2. Marketing facility 2. Reputation
3. IT system 3. Brand
4. Integration with customer and 4. Relationship
supplier 5. Relationship b/w customer &
company

6. S
Strengths Weaknesses
• Customize product
service.
• Enhancing the
W • Low manpower,
Ego clashes.
• No brand image.
• No clear strategic
product line.
direction.
• Innovation of polycarb
XL.
Opportunities Threats
• Support from the
ministry of defence.
•Application for existing
product.
O T • Existing
competitors.
•Introduction of
substitute product.
•None of the competitors •Growing barganing
firm was as focused power of customer.
specilized as pccl. .

8. Bargaining power of suppliers : Threat of New Entrants:
1.New entrants to an industry can raise the
1. Oligopoly market : There are few seller
level of competition.
& few buyer
2. Economic of Scale
2. The cost of the product is fixed not
3. The entry of DuPont as an independent
much profitable margin in the product.
unit in India
Intensity of Rivalry :
1. The structure of competition.
2. Strategic objectives.
3. It realized that producing
polycarb with the expected quality
and uniformity was not as easy
task.
Threat of substitutes : Bargaining power of buyer :
1.Buyer willingness to substitute. 1.There are few dominant buyers & many
2. The relative price and seller in the industry.
performance of substitutes. 2. Not much knowledge about PCCL
3. Chose to produce a resin closer 3. Distributors were not willing to take risk
to Polycarb-XL with small player