Rayovac Case Study

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Helen Winchell
MKT 450.01
February 25, 2010
*Case Analysis: Rayovac* Corporation
*The Rechargeable* Battery Opportunity
Bob Falconi was the vice president of sales and marketing for Spectrum was pondering how to grow the division of Rayovac Battery. He knew that with successful marketing, the rechargeable battery market would likely grow in North America just like Europe. Major competitors were not involved much in this product category, fearful that it would cannibalize sales of their non-rechargeable products. 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 market leaders. Falconi wondered whether this was a business worth chasing and, if it was, how he would market the Rayovac line within Canada. Market Analysis

Battery Market in North America
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Channels Batteries are Sold Through
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Market Size and Overall Growth
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Factors that Hinder Sales
Evaluation of Opportunity
Benefits and Drawbacks of Rechargeable
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Market Remained Small Despite Merits
Requirement to Grow Category
Factors Driving the Category
Risks Involved
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Rayovac’s Current Position
Evaluation of Company and Competition
SWOT Analysis -Duracell
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