Eveready is a company looking at its death bed, if recent events are anything to go by.The continued drop in profitability and turnover does not show a company that is proactively fighting for its survival. In fact ,we can say its loosing this bruising battle terribly.
Recent reports indicates there are plans to shut down its Nakuru based plant,sending hundreds of its employees home,this is after several retrenchment failed to cut costs to a level where the company could remain a viable ongoing concern.
The plant which is among the biggest in Africa has a capacity of manufacturing 150 million units annually, but its currently utilising 1/3 of that capacity.
The management has continuously blamed counterfeits and uneven playing field for their woes,indeed the former Eveready MD has been very vocal in the fight against counterfeits.But, one thing they have overlooked over the years is the threat of substitutes and increased competition from cheap imports.
Eveready watched as its market was invaded by cheap Asia batteries that ate most of the market share, then, as this was not enough, rechargeable flashlight hit the market making dry cell flashlights obsolete.
The challenges facing EverReady is not unique to it,there has been signals of difficulty in operations in the consumer goods manufacturing sector after several Multinational such as Procter and Gamble ,Colgate Palmolive, Reckitt Benckiser shut down their Kenyan factories and concentrated on distribution of imported products,This was due to high local operational cost and stiff competition from Asian competitors which eroded profit margin forcing many to reevaluate their strategies,Which in this case meant relocating to countries which has low operational cost and only investing in a distribution office here in Kenya.
There are immense opportunities for Eveready to exploit in this market,but the management need a strong board that will offer strategic direction to seize the emerging opportunities that will enable the company wade through this competitive environment.
The market is currently flooded with Asian counterfeit so it would be necessary for the company to continue fighting this threat through relevant government ministries.But, waiting for the government help will be myopic, the company should partner with an Asian company that can produce product cost effectively hence hedge against cheap Imports.
Eveready core business, still offers tremendous opportunity for growth, rechargeable flashlights and batteries are still a common feature in the market ,its sad the company has not seen it fit to diversify into cellular and Laptops batteries which I believe is the next cash revenue stream for battery makers.
Exploiting this market will require a company that is attuned to market changes and respond quickly to these changes, thats why I said earlier a Young, dynamic board is required to take this company to the next level.
For now we will have to wait for the new managing director to unveil his strategic plan for the future which ,to me, looks bleak if they continue doing business as usual.