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Eveready: Taking on the Indian Consumer-Appliance Market
內容大綱
In March 2016, Eveready Industries India Limited (Eveready) announced its intention to venture into the consumer-appliance segment. Eveready was the market leader in the batteries segment in India, with a market share of more than 50 per cent. The company’s portfolio comprised dry-cell batteries, flashlights, packet tea, compact fluorescent lamps, and LEDs. Eveready was readying itself to take on the giants of home appliances in India. With India’s home-appliances industry still underpenetrated, was Eveready’s entry into this segment timely? If yes, what strategic capabilities could it leverage? How should it then differentiate itself at a time when the market was saturated with multilevel segmentation? What could be the possible obstacles to Eveready’s success in the consumer-appliance industry?
學習目標
This case is designed for use in a 90-minute class in an MBA-level marketing course. The case offers an opportunity for students to apply different marketing frameworks to support their analysis of a potential business opportunity. After completion of this case, students will be able to do the following:<br><br><ul><li>Develop a framework for analyzing new business opportunities and evaluating the risks of entering a new business segment.</li><li>Understand the relevance of analytical tools such as SWOT and Porter’s Five Forces in launching a new product line.</li><li>Understand different growth strategies.</li><li>Understand the solution, innovation, value, and access (SIVA) concept in marketing.</li></ul>