Background and Issues
Black and Decker (B& adenosine monophosphate;D) is a household name crosswise America. Having sure the patent for the first power drill, they are well cognize for their power tools. In addition to power tools, B& group A;D is also known for its various household products, desire the Dustbuster.
While B& axerophthol;D celebrated a well-nigh 30% stake in the power tools commercialize across America, they had fallen drastically behind market leader Makitas 50% share in the Professional-Tradesmen market particle to just 9%. To get back into competition with Makita, B& axerophthol;D would have to answer several questions about their brand and identity, specifically:
1. Is the Professional-Tradesmen segment worth pursuing?
2. What is the problem with B&Ds motion picture?
3. How should B&D change their image to positively affect the Tradesmen market?
4. What factors come into pricing this sweet brand?
5. What outlets should B&D use to market and sell their products to tradesmen?
Brand perception can be wiz of the biggest factors in a companys success or failure. This slipperiness analysis looks at the redevelopment of B&Ds brand specific to the Professional-Tradesmen arena of the power tool market.
Is the Professional-Tradesmen segment worth pursuing?
Since Makita is such a dominant brand in the Tradesmen segment, B&D needs to consider whether the market is valuable to pursue.
Overall, the Tradesmen segment is 28% of the power tool market, accounting for $420 million dollars in revenue. Makita has a 50% share of this market, while B&D has 9%, a disparity of more than $ clxx million in revenue. The top 8 manufacturers (Table A from case study) account for 94% of the Tradesmen segment. B&D has a brand awareness that is stronger than all of their competitors (Table B from case study). In addition, 44% of tradesmen agree that B&D was one of the best in...
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