U.S. Market for Batteries

  • January 2008
  • -
  • SBI

While the United States is in the midst of an economic slow down, for the consumer electronics market, it is still a case of “go, gadget, go!” The appetite for adult electronic toys of all kinds is running rampant, spurring innovation in the battery market to meet the needs of high drain devices. SBI estimates the total U.S. battery market rose two percent over the 2006 level of $7.9 billion to $8.1 billion, with the primary & rechargeable battery market specifically estimated to grow in spite of challenging economic times at a CAGR of four percent by 2012.

This Specialists in Business Information (SBI) report contains data and analysis describing the U.S. market for batteries, with a specific focus on general household use batteries sold at mass market and a secondary focus on consumer product use batteries such as those used in personal electronics. The total market number, however, does consider the broader market for context, including commercial, medical, industrial, institutional and government applications. This report provides a market number for lead-acid batteries, but otherwise does not cover this type of battery manufacturing or marketing.

The report explores economic factors affecting battery manufacturing, trends driving battery use and product innovation, consumer penetration and demographics for general household use batteries, promotion and retail activity, and the competitive environment affecting domestic battery demands. The report also profiles major marketers, along with manufacturer strategies used to maximize growth.  
 


Table Of Contents

Chapter 1 Executive Summary




  • Scope of the Report

  • Methodology

  • Market Size and Growth



    • Total Battery Market Tops $8 Billion

    • Figure 1-1 U.S. Battery Market, 1997-2007 (in billion $)

    • Lead-Acid Dominates with 48% of Market

    • Table 1-1 U.S. Battery Market by Category, 1997 and 2002-2007 (in billion $)

    • Primary Battery Market Growth Flat at $2.8 Billion

    • Figure 1-2 U.S. Primary Battery Market and Percentage of Total U.S. Battery Market, 1997-2007 (in billion $)

    • Secondary Battery Market Tops $5.3 Billion

    • Figure 1-3 U.S. Secondary Battery Market and Percentage of Total U.S. Battery Market, 1997-2007 (in billion $)



  • Primary andamp; Rechargeable Battery Market



    • Primary andamp; Rechargeable Battery Market Steady at $4.2 Billion

    • Figure 1-4 U.S. Primary andamp; Rechargeable Battery Market and Percentage of Total U.S. Battery Market, 1997-2007 (in billion $)

    • Market Growth Driven by Imports, Shipment Growth by Exports

    • Table 1-2 U.S. Primary andamp; Rechargeable Battery Shipments, Imports and Exports, 1997 and 2002-2007 (in million $)

    • Domestic vs. Foreign Production: U.S. Manufacturers Losing Ground

    • Figure 1-5 U.S. Primary andamp; Rechargeable Battery Net Shipments and Percentage of U.S. Primary andamp; Rechargeable Battery Market, 1997-2007 (in billion $)



  • Market Forecast



    • Battery Market to Reach $9.1 Billion by 2012

    • Figure 1-6 U.S. Battery Market Forecast, 2007-2012 (in billion $)

    • Primary andamp; Rechargeable Battery Market

    • Figure 1-7 U.S. Primary andamp; Rechargeable Battery Market Forecast and Percentage of Total U.S. Battery Market, 2007-2012 (in billion $)



  • Trends and Landscape



    • Battery-Operated, Portable Devices Spur Innovation

    • Portable Lifestyles Recharge Market

    • Alkalines Slow to Die

    • “Green” Growth

    • Table 1-3 IRI-tracked Sales of Batteries by Type, 2003-2007 (in million $)

    • Rechargeables Mean Less Waste, But Disposal Still an Issue

    • Organic Cell Growth

    • The Solar Effect

    • Counterfeiting a Dangerous Business

    • Battery Innovation Changing Tool Industry

    • It’s Electric! Automakers Search for the Holy Grail

    • Severe Weather

    • Mandatory Installation of Fire and Carbon Monoxide Alarms

    • 2008 Real GDP Growth Forecasted at a Meager 0.9%

    • Rising Costs

    • Commodity Prices

    • Price Increases a Catalyst

    • Shifting Population



  • Promotional and Retail Trends



    • Duracell Reaches Consumers Through Emotion and Education

    • Energizer Takes Online Further

    • YouTube Is Watching

    • Eco Marketing

    • Holiday Season Brings Cheer to Battery Market

    • Celebri-toon Relationships

    • Powering Sports

    • Retailers Must Know More

    • Rechargeables Small Portion of Retail Sales

    • Technology May Aid in Cross-Merchandising Batteries

    • Virtual Merchandising?

    • Consumer Channel Shifting

    • Drug Store Opportunities

    • Non-Traditional Retail Channels

    • All Batteries All the Time



  • U.S. Household Penetration of Batteries



    • Figure 1-9 U.S. Household Penetration of Household Batteries by Year, 2003-2007 (%)

    • Household Penetration by Battery Type

    • Figure 1-10 Household Penetration of Batteries by Types Purchased Most Often, 2007 (%)

    • Household Penetration by Battery Brand

    • Figure 1-11 Household Penetration of Batteries by Brands Purchased Most Often, 2007 (%)




















































                                                    Chapter 2 The Market




                                                    • Scope of the Report

                                                    • Methodology

                                                    • Battery Primer

                                                    • Alkaline

                                                    • Zinc Air

                                                    • Lead-Acid

                                                    • Rechargeable (Non-Lead-Acid)

                                                    • Nickel-Cadmium Batteries (NiCd)

                                                    • Nickel-Metal Hydride (NiMH)

                                                    • Lithium-ion

                                                    • Lithium Ion Polymer (Li-ion Polymer or Li-Poly)



                                                  • Market Size and Growth



                                                    • Total Battery Market Tops $8 Billion

                                                    • Figure 2-1 U.S. Battery Market, 1997-2007 (in billion $)

                                                    • Lead-Acid Dominates with 48% of Market

                                                    • Table 2-1 U.S. Battery Market by Category, 1997 and 2002-2007 (in billion $)

                                                    • Figure 2-2 Share of U.S. Battery Market by Category, 2007 (percent)

                                                    • Exports Fuel Domestic Production, Imports Capture More of U.S. Market

                                                    • Table 2-2 U.S. Battery Shipments, Imports and Exports, 1997 and 2002-2007 (in million $)

                                                    • Primary Battery Market Growth Flat at $2.8 Billion

                                                    • Figure 2-3 U.S. Primary Battery Market and Percentage of Total U.S. Battery Market, 1997-2007 (in billion $)

                                                    • Has the Primary Battery Peaked?



                                                  • Domestic Production Slows Despite Export Growth



                                                    • Table 2-3 U.S. Primary Battery Shipments, Imports and Exports, 1997 and 2002-2007 (in million $)

                                                    • Secondary Battery Market Tops $5.3 Billion

                                                    • Figure 2-4 U.S. Secondary Battery Market and Percentage of Total U.S. Battery Market, 1997-2007 (in billion $)

                                                    • Figure 2-5 Share of U.S. Secondary Battery Market by Segment, 2007 (percent)

                                                    • Lead-Acid Batteries Gain Some Lost Ground to Near $4 Billion

                                                    • Figure 2-6 U.S. Lead-Acid Battery Market and Percentage of Total U.S. Battery Market, 1997-2007 (in billion $)

                                                    • Non-Lead-Acid (Rechargeable) Batteries Steady at $1.4 Billion

                                                    • Figure 2-7 U.S. Rechargeable Battery Market and Percentage of Total U.S. Battery Market, 1997-2007 (in billion $)

                                                    • Imports Gain in Secondary Battery Market, but U.S. Still Dominant

                                                    • Table 2-4 U.S. Secondary Battery Shipments, Imports and Exports, 1997 and 2002-2007 (in million $)

                                                    • Import/Export Growth Supercharged for Lead-Acid Batteries

                                                    • Table 2-5 U.S. Lead-Acid Battery Shipments, Imports and Exports, 1997 and 2002-2007 (in million $)

                                                    • Non-Lead-Acid (Rechargeable) Batteries Dominated by Imports

                                                    • Table 2-6 U.S. Rechargeable Battery Shipments, Imports and Exports, 1997 and 2002-2007 (in million $)



                                                  • Primary andamp; Rechargeable Battery Market



                                                    • Primary andamp; Rechargeable Battery Market Steady at $4.2 Billion

                                                    • Figure 2-8 U.S. Primary andamp; Rechargeable Battery Market and Percentage of Total U.S. Battery Market, 1997-2007 (in billion $)

                                                    • Figure 2-9 Share of U.S. Primary andamp; Rechargeable Battery Market: Primary vs. Rechargeable Batteries, 1997-2007 (percent)

                                                    • Market Growth Driven by Imports, Shipment Growth by Exports

                                                    • Table 2-7 U.S. Primary andamp; Rechargeable Battery Shipments, Imports and Exports, 1997 and 2002-2007 (in million $)

                                                    • Domestic vs. Foreign Production: U.S. Manufacturers Losing Ground

                                                    • Figure 2-10 U.S. Primary andamp; Rechargeable Battery Net Shipments and Percentage of U.S. Primary andamp; Rechargeable Battery Market, 1997-2007 (in billion $)

                                                    • Figure 2-11 U.S. Primary andamp; Rechargeable Battery Imports and Percentage of U.S. Primary andamp; Rechargeable Battery Market, 1997-2007 (in billion $)

                                                    • Exports a Bigger Share of U.S. Manufacturing

                                                    • Figure 2-12 U.S. Primary andamp; Rechargeable Battery Exports and Percentage of U.S. Primary andamp; Rechargeable Battery Shipments, 1997-2007 (in billion $)



                                                  • Market Forecast



                                                    • Battery Market to Reach $9.1 Billion by 2012

                                                    • Figure 2-13 U.S. Battery Market Forecast, 2007-2012 (in billion $)

                                                    • Primary andamp; Rechargeable Battery Market

                                                    • Figure 2-14 U.S. Primary andamp; Rechargeable Battery Market Forecast and Percentage of Total U.S. Battery Market, 2007-2012 (in billion $)






















































                                                                                                        Chapter 3 Competitor Profiles



                                                                                                        • Market Share

                                                                                                        • Figure 3-1 Share of U.S. Non-Lead-Acid Battery Market, 2007 (percent)

                                                                                                        • Figure 3-2 Share of IRI-tracked Retail Battery Sales, 2007 (percent)

                                                                                                        • The Battle of the Brands

                                                                                                        • Table 3-1 IRI-tracked Sales of Top Alkaline Brands, 2003-2007 (in million $)



                                                                                                      • Procter andamp; Gamble



                                                                                                        • Overview

                                                                                                        • Performance

                                                                                                        • Figure 3-3 Worldwide Duracell Battery Revenue, FY 2003-2007 (in billion $)

                                                                                                        • Figure 3-4 Estimated U.S. Duracell Battery Revenue and Percentage of Worldwide Duracell Battery Revenue, FY 2003-2007 (in billion $)

                                                                                                        • Figure 3-5 IRI-tracked Sales of Duracell Batteries, 2003-2007 (in million $)

                                                                                                        • Table 3-2 IRI-tracked Sales of Duracell Batteries by Type, 2003-2007 (in million $)



                                                                                                      • Product Portfolio



                                                                                                        • Table 3-3 Duracell Product Portfolio, 2008

                                                                                                        • Significant Events



                                                                                                      • Energizer Holdings, Inc.



                                                                                                        • Overview

                                                                                                        • Performance

                                                                                                        • Figure 3-6 Worldwide Energizer Battery Revenue, FY 2003-2007 (in billion $)

                                                                                                        • Figure 3-7 Estimated U.S. Energizer Battery Revenue and Percentage of Worldwide Energizer Battery Revenue, FY 2003-2007 (in billion $)

                                                                                                        • Figure 3-8 IRI-tracked Sales of Energizer Batteries, 2003-2007 (in million $)

                                                                                                        • Table 3-4 IRI-tracked Sales of Energizer Batteries by Type, 2003-2007 (in million $)



                                                                                                      • Product Portfolio



                                                                                                        • Table 3-5 Energizer Product Portfolio, 2008

                                                                                                        • Significant Events



                                                                                                      • Spectrum Brands, Inc.



                                                                                                        • Overview

                                                                                                        • Performance

                                                                                                        • Figure 3-9 Worldwide Spectrum Battery Revenue, FY 2003-2007 (in million $)

                                                                                                        • Figure 3-10 Estimated U.S. Rayovac Battery Revenue and Percentage of Worldwide Spectrum Battery Revenue, FY 2003-2007 (in million $)

                                                                                                        • Figure 3-11 IRI-tracked Sales of Rayovac Batteries, 2003-2007 (in million $)

                                                                                                        • Table 3-6 IRI-tracked Sales of Rayovac Batteries by Type, 2003-2007 (in million $)



                                                                                                      • Product Portfolio



                                                                                                        • Table 3-7 Rayovac Product Portfolio, 2008

                                                                                                        • Table 3-7 (continued) Rayovac Product Portfolio, 2008

                                                                                                        • Significant Events



                                                                                                      • Panasonic Corporation of North America (Matsushita Electric Industrial Company, Ltd.)



                                                                                                        • Overview

                                                                                                        • Performance

                                                                                                        • Figure 3-12 Worldwide Matsushita Components andamp; Devices Revenue, FY 2003-2007 (in billion $)

                                                                                                        • Figure 3-13 IRI-tracked Sales of Panasonic Batteries, 2003-2007 (in million $)

                                                                                                        • Table 3-8 IRI-tracked Sales of Panasonic Batteries by Type, 2003-2007 (in million $)



                                                                                                      • Product Portfolio



                                                                                                        • Table 3-9 Panasonic Product Portfolio, 2008

                                                                                                        • Significant Events



                                                                                                      • Sanyo North America Corporation



                                                                                                        • Overview

                                                                                                        • Performance

                                                                                                        • Figure 3-14 Worldwide Sanyo Electric Co. Battery Revenue, FY 2003-2007 (in billion $)

                                                                                                        • Figure 3-15 Estimated Sanyo North America Battery Revenue and Percentage of Worldwide Sanyo Electric Co. Battery Revenue, 2003-2007 (in million $)



                                                                                                      • Product Portfolio



                                                                                                        • Table 3-10 Sanyo Product Portfolio, 2008

                                                                                                        • Significant Events



                                                                                                      • Valence Technology, Inc.



                                                                                                        • Overview

                                                                                                        • Performance

                                                                                                        • Figure 3-16 Total Valence Technology Revenue, FY 2003-2007 (in million $)



                                                                                                      • Product Portfolio



                                                                                                        • Table 3-11 Valence Technology Product Portfolio, 2008

                                                                                                        • Significant Events






















































                                                                                                                                                            Chapter 4 Trends and Landscape




                                                                                                                                                            • Battery-Operated, Portable Devices Spur Innovation

                                                                                                                                                            • Demand for Consumer Electronics Drives Market

                                                                                                                                                            • Portable Lifestyles Recharge Market

                                                                                                                                                            • Chargers Share the Stage Too

                                                                                                                                                            • Leave the Charger Altogether

                                                                                                                                                            • Alkalines Slow to Die

                                                                                                                                                            • Figure 4-1 Percentage of U.S. Households That Purchased Alkaline vs. Rechargeable Batteries in the Previous 12 Months, 2003-2007 (percent)

                                                                                                                                                            • “Green” Growth

                                                                                                                                                            • Reduced Charge Times Entice Customers to Buy Rechargeables

                                                                                                                                                            • Table 4-1 IRI-tracked Sales of Batteries by Type, 2003-2007 (in million $)

                                                                                                                                                            • Rechargeables Mean Less Waste, But Disposal Still an Issue

                                                                                                                                                            • Organic Cell Growth

                                                                                                                                                            • The Solar Effect

                                                                                                                                                            • Total Recall: Sony’s Lithium-ion Battery Packs Come Under Fire

                                                                                                                                                            • 2008 Regulations Limit Lithium Batteries on Airplanes

                                                                                                                                                            • Counterfeiting a Dangerous Business

                                                                                                                                                            • Nanotechnology the Next Silver Bullet?

                                                                                                                                                            • Battery Innovation Changing Tool Industry

                                                                                                                                                            • It’s Electric! Automakers Search for the Holy Grail

                                                                                                                                                            • Severe Weather

                                                                                                                                                            • Mandatory Installation of Fire and Carbon Monoxide Alarms

                                                                                                                                                            • 2008 Real GDP Growth Forecasted at a Meager 0.9%

                                                                                                                                                            • Figure 4-2 U.S. Current-Dollar GDP vs. Real GDP, 2002-2008 (in trillion $)

                                                                                                                                                            • Figure 4-3 Percentage Changes in U.S. Current-Dollar GDP, Real GDP and the GDP Price Index, 2002-2008 (%)

                                                                                                                                                            • Future Uncertain

                                                                                                                                                            • Rising Costs

                                                                                                                                                            • Figure 4-4 U.S. Battery Manufacturing Producer Price Indexes: Primary vs. Storage (Secondary) Batteries, 1997-2007 (index)

                                                                                                                                                            • Figure 4-5 U.S. Battery Manufacturing Producer Price Indexes: Storage Batteries (Non-Lead-Acid and Primary Products) and Primary Batteries (Primary Products), 1997-2007 (index)

                                                                                                                                                            • Commodity Prices

                                                                                                                                                            • Figure 4-6 Selected Commodity Price Indexes, 1997-2007 (index)

                                                                                                                                                            • Price Increases a Catalyst

                                                                                                                                                            • Shifting Population

                                                                                                                                                            • Figure 4-7 Net Population Migration by Region, 2000-2006 (in thousands)






















































                                                                                                                                                                                                                Chapter 5 Promotional and Retail Trends




                                                                                                                                                                                                                • Duracell Reaches Consumers Through Emotion and Education

                                                                                                                                                                                                                • Energizer Takes Online Further

                                                                                                                                                                                                                • YouTube Is Watching

                                                                                                                                                                                                                • Eco Marketing

                                                                                                                                                                                                                • Holiday Season Brings Cheer to Battery Market

                                                                                                                                                                                                                • Batteries Not Included

                                                                                                                                                                                                                • Keeping Things Bright

                                                                                                                                                                                                                • Celebri-toon Relationships

                                                                                                                                                                                                                • Pandamp;G Stands for Pink andamp; Green

                                                                                                                                                                                                                • Rayovac Enchants Disney

                                                                                                                                                                                                                • Powering Sports

                                                                                                                                                                                                                • Retail Trends



                                                                                                                                                                                                                  • Retailers Must Know More

                                                                                                                                                                                                                  • Table 5-1 IRI-tracked Sales of Energizer Max vs. Energizer e2 Lithium, 2003-2007 (in million $)

                                                                                                                                                                                                                  • Technology May Aid in Cross-Merchandising Batteries

                                                                                                                                                                                                                  • Energizer’s “Shopper Based Solutions” Mean Smarter Merchandising for All

                                                                                                                                                                                                                  • Virtual Merchandising?

                                                                                                                                                                                                                  • The Soft Cell: Grocery Cart-Mounted Consoles with RFID Technology

                                                                                                                                                                                                                  • Consumer Channel Shifting

                                                                                                                                                                                                                  • Figure 5-2 Non-Food Channel Dollar Share by Department, 2007

                                                                                                                                                                                                                  • Drug Store Opportunities

                                                                                                                                                                                                                  • Non-Traditional Retail Channels

                                                                                                                                                                                                                  • All Batteries All the Time

                                                                                                                                                                                                                  • From Scratch

                                                                                                                                                                                                                  • Online

                                                                                                                                                                                                                  • Reinvented




















































                                                                                                                                                                                                                                                                  Chapter 6 Household Battery Consumer Usage




                                                                                                                                                                                                                                                                  • Note on Simmons Market Research Bureau Consumer Data

                                                                                                                                                                                                                                                                  • Figure 6-1 U.S. Household Penetration of Household Batteries by Year, 2003-2007 (%)

                                                                                                                                                                                                                                                                  • Household Penetration by Battery Type



                                                                                                                                                                                                                                                                    • Figure 6-2 Household Penetration of Batteries by Types Purchased Most Often, 2007 (%)

                                                                                                                                                                                                                                                                    • Year-Over-Year Penetration Change

                                                                                                                                                                                                                                                                    • Table 6-1 Household Penetration of Batteries by Types Purchased Most Often, 2003-2007 (%)

                                                                                                                                                                                                                                                                    • Demographic Characteristics by Battery Type

                                                                                                                                                                                                                                                                    • Alkaline Profile

                                                                                                                                                                                                                                                                    • Table 6-2 Demographic Indicators for Alkaline Batteries, 2007 (index)

                                                                                                                                                                                                                                                                    • General Purpose Profile

                                                                                                                                                                                                                                                                    • Table 6-3 Demographic Indicators for General Purpose Batteries, 2007 (index)

                                                                                                                                                                                                                                                                    • Heavy Duty Profile

                                                                                                                                                                                                                                                                    • Table 6-4 Demographic Indicators for Heavy Duty Batteries, 2007 (index)

                                                                                                                                                                                                                                                                    • Rechargeable Profile

                                                                                                                                                                                                                                                                    • Table 6-5 Demographic Indicators for Rechargeable Batteries, 2007 (index)

                                                                                                                                                                                                                                                                    • Lithium Profile

                                                                                                                                                                                                                                                                    • Table 6-6 Demographic Indicators for Lithium/Lithium Plus Batteries, 2007 (index)



                                                                                                                                                                                                                                                                  • Household Penetration by Battery Brand



                                                                                                                                                                                                                                                                    • Figure 6-3 Household Penetration of Batteries by Brands Purchased Most Often, 2007 (%)

                                                                                                                                                                                                                                                                    • Year-Over-Year Penetration Change

                                                                                                                                                                                                                                                                    • Table 6-7 Household Penetration of Batteries by Brands Purchased Most Often, 2003-2007 (%)

                                                                                                                                                                                                                                                                    • Demographic Characteristics by Selected Battery Brands

                                                                                                                                                                                                                                                                    • Duracell Profile

                                                                                                                                                                                                                                                                    • Table 6-8 Demographic Indicators for Duracell, 2007 (index)

                                                                                                                                                                                                                                                                    • Energizer Profile

                                                                                                                                                                                                                                                                    • Table 6-9 Demographic Indicators for Energizer, 2007 (index)

                                                                                                                                                                                                                                                                    • Eveready Profile

                                                                                                                                                                                                                                                                    • Table 6-10 Demographic Indicators for Eveready, 2007 (index)

                                                                                                                                                                                                                                                                    • Rayovac Profile

                                                                                                                                                                                                                                                                    • Table 6-11 Demographic Indicators for Rayovac 2007 (index)



                                                                                                                                                                                                                                                                  • Household Penetration by Purchase Frequency



                                                                                                                                                                                                                                                                    • Figure 6-4 Household Penetration of Batteries by Number Bought in Last 12 Months, 2007 (%)

                                                                                                                                                                                                                                                                    • Year-Over-Year Penetration Change

                                                                                                                                                                                                                                                                    • Figure 6-12 Household Penetration of Batteries by Number Bought in Last 12 Months, 2007 (%)

                                                                                                                                                                                                                                                                    • Demographic Characteristics by Selected Purchase Frequency

                                                                                                                                                                                                                                                                    • Light Usage Profile

                                                                                                                                                                                                                                                                    • Table 6-15 Demographic Indicators for Light Usage (6-9), 2007 (index)

                                                                                                                                                                                                                                                                    • Medium Usage Profile

                                                                                                                                                                                                                                                                    • Table 6-13 Demographic Indicators for Medium Usage (10-15), 2007 (index)

                                                                                                                                                                                                                                                                    • Heavy Usage Profile

                                                                                                                                                                                                                                                                    • Table 6-14 Demographic Indicators for Heavy Usage (30+), 2007 (index)




















































                                                                                                                                                                                                                                                                                                                    Appendix: Selected List of Marketers
                                                                                                                                                                                                                                                                                                                    andnbsp;



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                                                                                                                                                                                                                                                                                                                    Cummins Cumberland Inc.

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                                                                                                                                                                                                                                                                                                                    Cummins Inc.

                                                                                                                                                                                                                                                                                                                    United States

                                                                                                                                                                                                                                                                                                                    Chrysler Group L.L.C.

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