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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.
The medium users compose the bulk of battery markets.
However, the heavy users would be the ideal consumers of rechargeable batteries.
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.
Whichever strategy Rayovac chooses to pursue, it should conform to these policies, goals and objectives.
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Finally, Rayovac aims at being the market leader in the industry.
The company intends to maximize shareholder value through growth.
Battery consumers are divided into two groups based on size of purchase.
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.