Deccan Pigments and Paints Limited (DPPL): Steering Through Volatile Markets for Sustainability

DPPL, a public sector enterprise operating globally, involved in mining, processing and marketing of heavy metals like Zircon and Titanium Dioxide, is facing multidimensional challenges in its internal organisational matters and in external environment, facing volatile scenarios of competition from global markets and industry. The Managing Director is saddle with the task of crafting and f ine tuning the competitive strategy to build the organisation as a pro-people, pro-customer entity that sustains its market presence over global volatilities of markets, industry, technology and customer needs for these products.

Case is developed to help orient the students with volatility of industrial products and markets that are b2b and help build elements of a pro-people organisation that addresses all stakeholders of the company. Especially, the case attempts:

-to understand and appreciate VUCA scenarios in global businesses

-to conduct and analyse external and internal environment appraisals to map the dynamics of heavy metals industry and paints and pigments business.

-to build sensitivity to the issues of society and environment while involved in mining and metal processing industry

-to map the global market dynamics and build a high level of responsiveness as a core competence to compete in global markets and global competitors.