Which marketing strategies should be adopted if the plan is implemented? The company acquired several patents in this department.
However, it did not manage to unseat the two market leaders Duracell and Energizer.
Whichever strategy Rayovac chooses to pursue, it should conform to these policies, goals and objectives.
Finally, Rayovac aims at being the market leader in the industry.
The market is yet to adopt the concept of rechargeable batteries fully. It could be an opportunity for market growth or a fad, which may pass.
Mr Falconi needs to decide whether to seek other means of creating sustainable competitive advantage in the disposable batteries market or to change the strategy to focus on rechargeable batteries. This began the journey to dominate the hearing aid market.Rayovac Corporation is contemplating expanding its rechargeable batteries line.This would be a shift from the alkaline disposable batteries.The market for batteries is growing due to the increased popularity of high drain devices such as laptops and cameras.Traditional alkaline batteries account for 70% of the market in Canada.Heavy technology users use batteries for high-drain gadgets, replace batteries frequently and purchase impulsively.Medium technology users purchase based on price replace their batteries less often and use low- drain gadgets.In 1990, the company shifted its focus to Heavy Duty and Industrial products. Despite this fact, Rayovac continued to develop and bring to market different chargers for the rechargeable batteries.The company secured 20% of the rechargeable batteries market.There are individual (family) consumers and manufacturing customers.The threat of new entrants in this industry is insignificant.