Please take a look at the attached documents.

Please read the Gillette case and discuss the following questions by applying what we learned this week:

1.   What are the generic strategies of the top three players in the battery industry?  Why?

2.   What is Gillette's generic strategy in the razor industry?  Why?

Who are the buyers and suppliers of the battery industry?  Are they powerful?

Please analyze the threat of rivalry and new entrants in the battery industry.

What were the impacts of Duracell’s introduction of Ultra on the nature of competition in the battery industry? 

What was the key difference between the battery and razor businesses in terms of industry structure?

Why was Gillette unable to achieve the same success in batteries that it had been able to achieve in shaving products?