baterias varta

CASO BATERIAS
Second Stage
1. Why EBC could not do anything for the 2nd stage time in the (alkaline batteries) market and Why did they lost their leadership?

EBC is in a very competitive field, and a booming market, however they are calm by the leadership they have held for some time (initially reached 65% of the alkaline battery market). It also presents the blackout, time thatstrengthened the industry due to increased demand. On completion return to normal situation and companies are worried to increasing their sales and market share. EBC lost leadership due to marketing strategies adopted Duracell as they took advantage of the growth of hypermarkets in the country, leading consumer products in a more comfortable, making the brand more visible and therefore excelling EBC. WhileEBC use the same marketing strategy since entering the country, entrusted with the position they had achieved, and not interested in designing new strategies.

EBC se encuentra en un terreno muy competido, y en un Mercado en auge, sin embargo se encuentran tranquilos por el liderazgo que han sostenido desde hace algún tiempo, alcanzo en un comienzo el 65% del mercado de pilas alcalinas.Además se presenta el apagón, momento que fortaleció la industria debido al aumento de la demanda. Al terminar esta situación la normalidad retorno y las empresas se vuelven a interesar en aumentar sus ventas y su market share. EBC pierde liderazgo debido a las estrategias de marketing que adopto Duracell, ya que se aprovecharon del crecimiento de los hipermercados en el país, llevando los productos alconsumidor de una manera más cómoda, haciendo más visible la marca y por esto sacándole ventaja a EBC. Mientras Que EBC utilizo la misma estrategia de mercadeo desde que entro al país, confiados con el posicionamiento que habían logrado, no se interesaron en diseñar nuevas estrategias.


2. What should the EBC do to avoid losing market share?
EBC should define a new promotion strategybecause they were using was not working in terms of attracting new customers, and they were leaving overshadow the competition. Also they were conforme to the distribution channels they had, so should find new channels, and take advantage of the new distribution channels such as supermarkets that were gaining strength in the country. And also look for alternatives to reach rural areas where they had apresence. EBC should utilize the moment of the blackout to spread to these areas exploiting the growth in earnings.

Debieron definir una nueva estrategia de promoción ya que la que estaban usando no estaba dando resultados en cuanto a captación de nuevos clientes, además se estaban dejando opacar por la competencia. Además se conformaron con los canales de distribución que tenían, por estodebieron buscar nuevos canales, ya que en ese momento se estaban creando nuevos canales de distribución como grandes superficies que estaban tomando fuerza en el país. Y también buscar alternativas de llegar a las zonas rurales en las cuales tenían una presencia. Debio aprovechar el momento del apagon para extenderse a estas zonas aprovechando el crecimiento en las utilidades.

Another strategy thatthey were could implemented , wass the improved coal piles, as focused on the alkaline battery which had various competitors. Carbon while still had a market potential and only had a competitor was Varta, and differed only by the metal jacket, which only improved the product presentation. Ttherefore EBC had to invest in improving coal piles and so take advantage of that market was declining butstill existed.

An additional strategy is the creation of batteries for products like cell phones or portable devices, thus entering a growing market as more and more people had access to these types of products.

Otra estrategia que hubieran podido implementar era la mejora de las pilas de carbón, ya que se enfocaron en las pila alcalinas las cuales tenían varios competidores. Mientras que...