Manufacturing customers buy batteries on a large scale to include in their products.
Individual consumers can be divided into heavy technology users and medium technology users.
The company intends to maximize shareholder value through growth.
Battery consumers are divided into two groups based on size of purchase.
According to these findings, it is not worthwhile for the company to implement the strategy.
Rather, it should focus on market penetration and market growth.This growth should be achieved with minimal sacrifice of profits from existing products. Growth in the rechargeable batteries segment will ultimately lead to decline in the alkaline battery segment.Rayovac is committed to environmental sustainability. The company aims at creating safe environments and minimizing damage by recycling and reusing.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.However, experts have pointed out that this product has reached its peak. Rechargeable batteries account for only 10% of the market.Though they are more convenient, customers are yet to adapt to these batteries. Rayovac’s major competitors are focused on the alkaline battery.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.The medium users compose the bulk of battery markets.However, the heavy users would be the ideal consumers of rechargeable batteries.