Black And Decker
THE BLACK & DECKER C O R P O R A T I O N (A):
POWER TOOLS D l V l S l O N
Black and Decker is a household name across America. Having received the patent fort he first power drill, they are well known for their power tools. In addition to power tools B&D is also known for its various household products, like the Dustbuster.
While B&D celebrated a nearly 30% stake in the in the power tools market across America, They had fallen behind market leader Makita’S 50% share in the Professional-Tradesmen market segment to just 9%. To get back into competition with Makita, B&D would have to answer several questions about their brand and identity, specifically:
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. The top 8 manufacturers account fort he Tradesmen segmen. B&D …show more content…
All products should carry the same color scheme and labeling to minimize any confusion. A color such as orange or yellow, as suggested in the case, would stand out from common colors like black and gray. Physically appearence of products should match the brand image.
After B&D performs a through analysis of competitve products and a direct comparison to features and quality, B&D should make changes to the attributes to give them competitive advantage against current market leaders fort his segment. They need to closely identify the needs of tradesmen and make sure the product features and product line meet the performance requirements. The new brand, identity and product line will allow B&D a new start in targeting this market.
Pricing the new
POWER TOOLS D l V l S l O N
Black and Decker is a household name across America. Having received the patent fort he first power drill, they are well known for their power tools. In addition to power tools B&D is also known for its various household products, like the Dustbuster.
While B&D celebrated a nearly 30% stake in the in the power tools market across America, They had fallen behind market leader Makita’S 50% share in the Professional-Tradesmen market segment to just 9%. To get back into competition with Makita, B&D would have to answer several questions about their brand and identity, specifically:
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. The top 8 manufacturers account fort he Tradesmen segmen. B&D …show more content…
All products should carry the same color scheme and labeling to minimize any confusion. A color such as orange or yellow, as suggested in the case, would stand out from common colors like black and gray. Physically appearence of products should match the brand image.
After B&D performs a through analysis of competitve products and a direct comparison to features and quality, B&D should make changes to the attributes to give them competitive advantage against current market leaders fort his segment. They need to closely identify the needs of tradesmen and make sure the product features and product line meet the performance requirements. The new brand, identity and product line will allow B&D a new start in targeting this market.
Pricing the new