Competitive Strategies Essay Example for Free

Competitive Strategies EssayThe U.S. offers a free market where businesses be able to strike free assumeprise to open and operate an high-minded to provide a ingathering or service to the public. There are m each businesses that offer exchangeable products and create competition. Consumers are able to begin the options in the market couch. animator and Duracell are two companies that offer interchangeable products to consumers. vitaliser has been some since 1986 and has grown into a mutli- billion dollar order within the last decade. Duracell first got started in the 1920s from two scientists, and finally become a soft touch in 1964. This paper pass on discuss the two companies background, the competition between the two, and how they will thrive to compete in the market place in future.Corporate glosss have both gross and subtle manifestations that provide clues to the underlying norms and beliefs. Paying tutelage to the work practices, environment, communicatio n paths, and even the level of humor in a company, will give whizz a hint of the dominant organizational culture. Identification and understanding the culture is necessary to affect any minute or large scale changes in response to market imperatives. If one does non have a clear picture of the culture one cannot effectively modify it. Mowat, J (2002, September 3)EnergizerEnergizer is formerly known as Eveready Battery Company and changes its name in the late 1980s. By the 1990, Energizer has established their mark and had over 30 percent of the domestic market. They were trailing Duracell by 10 percent, who at that time had 40 percent of the domestic market. Energizer is the manufacturer of dry cell batteries and flashlights, with a full line production of in three major categories alkaline, autobon zinc, miniature and rechargeable batteries. They issue more than six billion battery cells annually and has became a global leader in energising business of producing portable powe r in more than 160 countries. They may not have been around as long as Duracell, except has established the blur well in the marketplace. Dewhirst, T, Davis, B (2005, January 01).DuracellDuracell started with a partnership with inventor, Samuel Ruben and businessman, Phillip Mallory in the late 1920s. Their invention was employ in World War II to help oneself assist soldiers in battle. By 1964, Duracell branded their product and introduce a product line of audience aid batteries, flashlights, vehicle jump starters, and even the batteries for the Iphone. Duracell was brought out by Gillette Company by the late 90s. They excuse produce top notch products for consumers to choose from.Energizer has done a good prank in branding their product and being recognized by consumers everywhere. They are taking their company to other level by making other products like sunscreen and household products. They are using engineering to help the company advance in new markets. Innovation is t he cornerstone of the Energizer brand and at this years Outdoor Retailer show the company will reveal the latest innovations in advanced power and lighting solutions.Business Wire (2012)Energizer is also developing USB port chargers, sleek car chargers, and flameless lanterns. They are using technology to provide snap off and brighter lighting for consumers. Duracell has improved their battery brand by introducing reachable batteries with a more long unchangeable effect. They already have loyal consumers who purchase their brand and focus on improving the brands they already have through innovation.Energizer and Duracell use the same lovely bunny as their mascot to associate their brands to consumers. The question is, who used the bunny first? Having a mascot to help with brand association can help increase sales and promotions of a product. Consumers can recognize and remember to product by having the image of a mascot in their mind. There is no exact record of who had the bunn y first, but packaging can be found from Duracell that has the bunny before Energizer. Either way, the pink bunnies are varied in design. Energizer bunny wears sunglasses and looks cooler that may attract a younger market. Duracell bunny is happy and easy displayed on all of their products. Energizer catchy phrase has attracted consumers from all over with It keeps release as Duracell can only been seen with having a bunny on its packaging. It is clear who took over the mascot and was able to have their brand associated better. (2011, February 18)It is clear innovation and technology that will help grow both brands and improve their brand positioning. Today, Energizer has focused on other products outside of batteries and flashlights. By making items like sunscreen and lotions that has allowed them to enter into new markets to advertise too. Duracell has been around longer and have a strong history behind their brand. The companys history has helped them in landing collaborations with the Iphone and Gillette. The differences between the two companies are Duracell brand has been long lasting but has merged and been brought out by other companies that are bigger. As far as Energize, they are involved into new markets with better products. They will have a more variety of brands and have a better brand association than Duracell in the next five years. Dewhirst, T., Davis, B. (2005, January 01).Managements always promise discipline not all stick to the plan. The reason I suspect Energizer will stay on flight is that its already performing nicely as a strong No. 2 in batteries. Energizer batteries enjoyed at least as good display as Duracells, while commanding prices that were equivalent or higher. Business week (2003, March 16) Batteries will still be popular and will be used in consumers everyday life. Technology has change the way we use batteries and these two companies has done a great job of establishing their brand. Innovation will take both brands far an d the competition will still exist. It will be interesting to see who can become global leaders and have better products in the next five years.ReferencesMowat, J (2002, September 3) How can one identify the corporate culture The Herridge GroupDewhirst, T., Davis, B. (2005, January 01). Brand Strategy and integrated marketingBusiness Wire (2012, July 30) Energizer Transform exterior Lighting and portable power with new Technologies and materials Designed for the Modern Outdoor EnthusiastTravel look at Gazette, U.K. and Ireland. (2011, February 18). Mascot Promotions It pays to get into character. TTGBloomberg Business week Magazine (2003, March 16) Will Energizer Give Schick a sunrise(prenominal) Edge