Case Scenario 3: Bunnywac

question 23

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). What aspects of Bunnywac's development of its core battery technology do not fit the notion of strategic behavior that you identified above?

---

Definitions:

Dissatisfied Callers

Individuals who express unhappiness or complaints during a phone interaction, often seeking resolution or expressing feedback.

Hone Strengths

The practice of focusing on and improving one’s inherent abilities and talents to achieve higher levels of performance.

Entrepreneurial Leader

An individual who combines visionary thinking and innovation with risk-taking to create and manage successful ventures.

Sensible Risk Taking

The act of undertaking risks that are well-calculated and have the potential for positive outcomes, often contrasted with reckless risk-taking.