Batteries industry is the industry that produce battery in any form, An electrical battery is one or more electrochemical cells that convert stored chemical energy into electrical energy. Since the invention of the first battery (or "voltaic pile") in 1800 by Alessandro Volta, batteries have become a common power source for many household and industrial applications. According to a 2005 estimate, the worldwide battery industry generates US$48 billion in sales each year, with 6% annual growth. There are two types of batteries: primary batteries (disposable batteries), which are designed to be used once and discarded when they are exhausted, and secondary batteries (rechargeable batteries), which are designed to be recharged and used multiple times. Miniature cells are used to power devices such as hearing aids and wristwatches; larger batteries provide standby power for telephone exchanges or computer data centers.
5.1.2 Shape of the industry
The first Panasonic batteries were developed in 1923. Company founder Konosuke Matsushita noticed that his oil-powered bicycle lamp would often fail while he rode at night. To remedy this problem he created a round bicycle light with an integral battery. He personally visited retailers and encouraged them to test his product. The battery-powered light sold well that Matsushita began to focus his efforts on battery technology, making Panasonic an early leader in this field.
Like many batteries of the time, Panasonic's earliest models were based on a "wet cell" technology that was prone to leaks. In 1931 the company introduced a dry cell battery that offered better performance. This was followed by the dry zinc-air battery in 1940 and layer-built models in 1945. Panasonic bounced back in 1954 with the first battery to be housed in a protective metal casing.
By the late 1960s, Panasonic had turned to alkaline-based batteries. This technology allowed for longer-lasting, better-performing batteries that could be used with a wider range or products. In 1979 the company developed a line of paper-thin batteries. These models could be formed into a number of different shapes, allowing them to fit into cameras, watches and other small devices. The 1970s also brought the first lithium batteries.
Panasonic was an early leader in lead-acid battery development. This technology was used in video cameras during the 1980s. The company is also credited with developing the world's smallest lithium battery in 1984. By 1990.
By the year 2001, Panasonic had sold more than 100 billion dry batteries.
5.1.3 Development of the industry
Ever-growing consumer demand for better product, the company has focused on improving its battery technologies. In 2001, Panasonic introduced the Prismatic, one of the world's smallest rechargeable lithium batteries. That same year, the PowerMax3 line of alkaline batteries was released. In 2006 the company opened a brand new headquarters in Brussels. The new facility is equipped with the latest technology for battery development and manufacturing.
In 2008, Panasonic introduced EVOLTA, Panasonic’s most recent battery creation. It lasts longer than any of Panasonic’s Alkaline predecessors and in most cases Oxyride too. EVOLTA is being termed the next generation in the Panasonic spectrum of batteries. In designing EVOLTA, Panasonic focused on improving the Structure Evolution + Material Evolution + Manufacturing Process Evolution. By placing such an emphasis on enriching all three (Structure, Material and Process Evolution) Panasonic has been able to develop an extraordinary battery; one that has caught the attention of Guinness World Records?, which officially recognized EVOLTA as the "Longest Lasting AA Alkaline Battery in a wide range of devices." Guinness World Records? made its determination of EVOLTA’s achievement based on third-party verified data obtained from discharge testing Panasonic conducted in accordance with the guidelines set by American National Standards Institute (ANSI) and the International Electrotechnical Commission (IEC).
5.2 The Marketplace
5.2.1 Current condition of marketplace
The market of Battery is currently in an intensive competition; there are a lot of existing brands in the market. Panasonic is huge company that produce various of electronic products, battery are one of the products, promotional may not focus compare with the other battery brands that only produce battery. To survive the competition, Panasonic have become more innovative than ever to fight for more sales share in the market. For example, Panasonic bring out the world’s long lasting alkaline battery, EVOLTA, Rechargeable batteries… etc.
5.2.2 Changes in marketplace
Positive
• The stronger competition in the market leads to more effort in innovation, thus boosting the growth of the industry.
Negative
• Still lack of advertising and promotional strategy.
• Consumer does not really know there is Panasonic EVOLTA battery exists in the market.
