Marketing and Rechargeable Batteries
Strategic Marketing
Rayovac Corporation
The Rechargeable Battery Opportunity
Done By: Mariam El Naamani
Submitted To: Dr. Marwan Wehbe
Due To: 26/4/2013
Opportunity Analysis: I. Opportunity Identification:
After analyzing the situation of Rayovac Corporation and with the management system of the company, the firm has bigger opportunities to enter and lead the North American market in terms of providing battery and rechargeable batteries to its residents, commercial and industrial clients or even have an opportunity to be the number one battery company in the whole region since competitors don’t exist in this market due to their fear of cannibalizing sales of their existing products. Therefore, Rayovac could use this opportunity to increase its presence and brand name recognition by entering the “back door” instead of competing head-to-head against the well-established non-rechargeable products of the market leaders. With the continuous innovation of the company, it can gain loyalty from its customers to make them more competitive in the marketplace. The continuous initiatives of the company in diversification of its products also open new opportunities to make the business become stronger to outgrow all its rival companies. In addition, the market leaders didn’t have core competencies in rechargeable battery manufacturing, where Energizer offered a full line or rechargeable batteries and chargers but did a very humble advertising campaign for it, while Duracell offered rechargeable batteries and chargers in specific, yet not all, sizes. So, what Rayovac could do is to benefit from this opportunity by manufacturing various and diversified battery lines to satisfy all people in their target market strategy, where at the same time they’ll gain reputation, recognition, and the lead from the previous big two companies. In addition and since Rayovac positioned itself as the “value brand” compared to its competitors which were “premium brands”, the
Rayovac Corporation
The Rechargeable Battery Opportunity
Done By: Mariam El Naamani
Submitted To: Dr. Marwan Wehbe
Due To: 26/4/2013
Opportunity Analysis: I. Opportunity Identification:
After analyzing the situation of Rayovac Corporation and with the management system of the company, the firm has bigger opportunities to enter and lead the North American market in terms of providing battery and rechargeable batteries to its residents, commercial and industrial clients or even have an opportunity to be the number one battery company in the whole region since competitors don’t exist in this market due to their fear of cannibalizing sales of their existing products. Therefore, Rayovac could use this opportunity to increase its presence and brand name recognition by entering the “back door” instead of competing head-to-head against the well-established non-rechargeable products of the market leaders. With the continuous innovation of the company, it can gain loyalty from its customers to make them more competitive in the marketplace. The continuous initiatives of the company in diversification of its products also open new opportunities to make the business become stronger to outgrow all its rival companies. In addition, the market leaders didn’t have core competencies in rechargeable battery manufacturing, where Energizer offered a full line or rechargeable batteries and chargers but did a very humble advertising campaign for it, while Duracell offered rechargeable batteries and chargers in specific, yet not all, sizes. So, what Rayovac could do is to benefit from this opportunity by manufacturing various and diversified battery lines to satisfy all people in their target market strategy, where at the same time they’ll gain reputation, recognition, and the lead from the previous big two companies. In addition and since Rayovac positioned itself as the “value brand” compared to its competitors which were “premium brands”, the