Case Scenario 3: Bunnywac

question 38

Essay

Case Scenario 3: Bunnywac.
Bunnywac is a global producer and seller of batteries for consumer electronics, and competes primarily by providing battery products equal in performance at a lower price. The worldwide battery industry suffers from issues of overcapacity and commoditization, brand segmentation and proliferation, the growing strength of global retailers, and the low-cost threat of new entrants from Asia. Bunnywac has grown quickly into one of the leading players in the battery industry primary through horizontal acquisitions, and is now counted among the top four companies in North and Latin America. Its presence in Europe and Latin America is negligible. A key factor in Bunnywac's rapid growth is its technology outsourcing arrangement with Mats. Mats is one of Japan's largest technology holding companies and Bunnywac's core battery technology is licensed from Mats. Bunnywac's license with Mats expires soon and it is concerned that Mats will not renew it, or will renew it only for a substantial price premium. Consequently, Bunnywac's CEO is exploring the possibility of developing its core technology in-house.
-(Refer to Case Scenario 3). How will Bunnywac's structure likely need to change if it does begin developing its core battery technologies in-house?

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Definitions:

Metabolism

Sum of all the chemical reactions that take place in the body, consisting of anabolism and catabolism. Cellular metabolism refers specifically to the chemical reactions within cells.

Chemical Reactions

Processes in which substances, called reactants, transform into different substances, called products, through the breaking and forming of chemical bonds.

Metabolic Reactions

are the chemical processes occurring within a living organism to maintain life, involving the conversion of energy and materials within cells.

Anabolic Reactions

Metabolic pathways that construct molecules from smaller units, requiring energy input, such as the synthesis of proteins from amino acids.