Corporate Strategy

With emphasis on Rayovac’s rapid growth and expansion, its success can be attributed mainly to a well-defined and executed corporate strategic plan which seems effective. Being coined as the third largest battery maker, Rayovac’s alkaline battery strategy to this day is competing on price. Their pricing tactic is relatively low as matched with their rivals, Duracell and Energizer, in an effort to gain market share. The company has made giant leaps in developing partnerships with low-cost mass merchandisers to distribute its products with such big players as Wal-Mart, Lowes, and BJ’s at the forefront It is also apparent that U.S. figures reveal that Rayovac batteries can be found in over 100,000 stores across the country.

Adding to their success, Rayovac has further undertaken significant global expansion as it is learnt that the company has focused on the Latin American market. Much to everyone’s surprise, their transfer and duplication of their US marketing plan proved successful and worked well, considering