Marketing Concepts and Commercialization Business Case Analysis Black & Decker Background Black & Decker Corporation is one of the largest manufacturers of power tools and accessories‚ residential security hardware‚ outdoor tools and numerous other products. The two largest product groups of B&D are power tools & accessories and household products representing 29% and 15% respectively‚ in terms of sales. During the 90s the portable power tool market accounted for 1.5 Billion and is segmented in
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Black & Decker p534 1. How would you characterize Black & Decker’s international expansion during the 1950s and 1960s? What strategy was the company pursuing? What was the key feature of the international organization structure that Black & Decker operated with at this time? Did Black & Decker’s strategy and structure make sense given the competitive environment at that time? The company grew rapidly during the 1950s and 1960s due to its strong brand name and near monopoly share of the consumer
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The black and decker corporation: power tools division | The Case of Black and Decker | The Marketing Plan for The Professional Tradesmen Segment Year 1991/1992 | | Executive Summary Gary DiCamillo‚ Black and Decker’s president of power tools for United States‚ is reviewing the most recent sales records and figures indicating the professional tradesmen segment’s market share in his office. The research findings are not looking good and surprisingly‚ he didn’t expect otherwise. It
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It is also clear from the tests performed by Black & Decker that their products were at comparable‚ or even better at some cases‚ quality. Branded as Home Tools: It appears that professional-tradesmen did not want to use the same tools that housewives used at homes (Black & Decker). Tradesmen viewed Black & Decker tools more for home use than being subjected to demands of the job site. This was a perception issue that was hurting Black & Decker big way. Distribution Channel: It is also evident
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Universidad de Puerto Rico Recinto de Río Piedras Facultad de Administración de Empresas Departamento de Gerencia BLACK & DECKER CORPORATION DIVISIÓN DE HERRAMIENTAS MECÁNICAS Black & Decker Black & Decker es una compañía fundada en 1910 en Towson‚ Maryland por Duncan Black y Alonzo Becker. En el 1990‚ Black & Decker era el productor más grande de herramientas mecánicas‚ accesorios para herramientas mecánicas‚ herramientas eléctricas de jardín y productos de ferretería
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The Black and Decker Corporation (A): Power Tools Division B&D only has 9% of the Professional-Tradesmen segment. Makita has 50% of this segment. B&D’s strength as a consumer brand had negative effects on the Professional-Tradesmen segment: “Some tradespeople viewed all B&D products as for use at home rather than on the job; and‚ conversely‚ there had been instances of a B&D product designed for at home use being subjected to the demands of the job site and failing.” (p.6) Option 1: Harvest
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Black & Decker Case Questions 1. How would you explain the considerable smaller B&D market share in the Professional-Tradesmen segment of the market as compared with its leadership or strong position in the other two segments? The small market share in the Professional-Tradesmen segment is explained by the a misleading perception of end-consumers and tradesmen which viewed all B&D products for home use rather than for a job (consumers at this segment are people who make a living out of it such
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preparing “Case Insights.” Each team should turn in at least 4 Case Insights – if more are submitted‚ the best 4 grades will be selected as part of your final grade (40%) Case 1: (Saturday‚ 9/22/12) Harley-Davidson – “The Posse Ride” Harvard Business School Case No. 9-501-015. A neat first case on how a powerhouse brand uses “community” and community events to build relationships with its customers‚ and powerful brand loyalty and equity. Questions to consider: 1. Your recommendation
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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
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Marketing 1 Fall 2014 Professor Ron Shachar ASSIGNMENT 1: Black and Decker Corporation GROUP 6: Avidor Amir‚ Amariglio David‚ Efrat Tamar‚ Shine Maor Due: 23 Nov 2014 Submitted: 23 Nov 2014 Question 1: Why is Makita outselling B&D 8 to 1 in an account that gives tem equal shelf space? The case study begins by giving us information regarding Black and Decker’s (B&D’s) performance in the Professional-tradesmen (trade) segment – detailing the failings of B&D to match sales with their key competitors
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