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Case Preparation For Discussion (Gillette)
1. Central problem/issue in case:
2. How is the battery industry (please perform a five forces analysis to answer this question)? Has it been changing? If yes, how?
3. What were the impacts of Duracell’s introduction of Ultra on the nature of competition in the battery industry?
4. Why was Gillette unable to achieve the same success in batteries that it had been able to achieve in shaving products?
5. What are the generic strategies of the top three players in the battery industry? Why?
6. What is Gillette’s generic strategy in the razor industry? Why?

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