Batteries Industry Strategic Marketing Development

This book contains an overview of the starter batteries production, throughout the stages of it's development. The development of the starter battery industry is an integral part of development of the automobile industry, which is the greatest consumer of the starter batteries. In particulary, author focuses on the one and only Croatian starter battery manufacturer, Munja Inc. Beginnings of it 's business activity can not be analised separately from the enviroment, according to the global development in the last century, but also according to the other battery producers in the former Yugoslavia and according to the battery producers worldwide. Three key aspects of the starter battery industry are reviewed: (1) basic raw materials, including lead, (2) market potencial of starter batteries, (3) recent trends in domestic and global market demands of the starter batteries. In reviewing the history of the 20th and the start of the 21st century in Croatia, Munja Inc. has been overall succesfull for 92 years. Mistakes and failures that has been made in Republic of Croatia, has been analised. Looking forward, in the dificult economic enviroment, the company has a bright future.