The Gillette case covers two of Gillette's business units, one in the battery industry and the other in the razor industry. With a growth rate of 12.3 percent per year, the razor industry is dominated by Gillette's Blades and Razor unit with a market share of more than 70 per cent. Duracell has 18 per cent of the market share in the battery industry and the second biggest player is Johnson Controls, Inc, which has 17 percent of the market. The battery industry grows at 3.5 per cent each year. Applying the BCG matrix analysis, Gillette's Duracell unit is a

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