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Essay / Research Paper Abstract
A 5 page paper based on Ivey Case 906A36. The paper assesses opportunities and risks of increased focus of rechargeable batteries in North America, recommending that Rayovac develop the market to take advantage of the high growth stage of the product life cycle. Bibliography lists 7 sources.
Page Count:
5 pages (~225 words per page)
File: CC6_KSmktgRayo.rtf
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Unformatted sample text from the term paper:
Rayovac faces the question of whether to strive to develop the North American market for rechargeable batteries. Though it views competition as a risk, it has not recognized the
benefits of first-mover advantage. The Situation In September 2005 the "vice-president of sales and marketing for Spectrum" (Falconi and Barclay, 2007; p. 1)
Brands Canada Inc., Joe Falconi, contemplated whether Spectrums Rayovac Battery division should enter the rechargeable battery market in North America. Europeans had taken well to the concept of using
rechargeable batteries several years before, but though the products were available in North America consumer acceptance had been rather low. General utility of
the product was not in question; clearly the use of rechargeable batteries serves to reduce the number of batteries - including their toxic components - from entering landfills, and their
ability to be recharged many times during their useful life is practically useful as well as appealing to those holding environmental concerns. Consumer "perceptions of rechargeable batteries in Canada
had not been positive" (Falconi and Barclay, 2007; p. 1), however. Though it appeared that Rayovac rechargeables could find opportunity in North America, going forward with such a project
also carried risks. Opportunities for Rayovac There was a broad and growing need and demand for batteries throughout Canada, the focus of the
assessment for North America. Most of the batteries sold in Canada were destined for household use, primarily in those households with children, but increasingly in those households with higher
incomes where there was a growing presence of high-drain products such as digital cameras, iPods and similar small electronic gadgetry. Certainly there were
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