The Black & Decker Corporation Case I. Problem Statement While Black & Decker is one of the 10 most known brand in the US‚ the brand’s branch selling tools to the professional-tradesmen‚ which was the original heart of consumers since the creation of the company‚ is facing a branding problem. Indeed‚ the entire range offered to the professional-tradesmen segment is considered by those buyers as a bad brand compared to Makita’s brand. The market shares highlight this rejection of B&D’s brand :
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Black & Decker International: Globalization of the Architectural Hardware Line Company Background Black and Decker was founded in 1917. It manufactured and sold a wide line of electric and battery-powered power tools and accessories‚ household products‚ outdoor products‚ locks and hardware‚ plumbing products‚ and mechanical fastening systems. Black and Decker acquired Emhart Corporation in 1989. In 1985‚ Nolan Archibald became the CEO. Two of Mr. Archibald’s key actions had been to develop
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1. FINDINGS Black and Decker’s DeWalt line has been so successful in the USA that it is now the standard for both the Professional-Industrial and the Professional-Tradesman market segments. Nolan Archibald‚ Chairman‚ President and CEO of Black and Decker (B&D) saw the potential in 1994 to increase the companies market share through worldwide sales of B&D products. While the company had a definite presence in the European Consumer Power Tools market segment‚ it lacked penetration in the Professional
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Running head: BLACK & DECKER BLACK & DECKER Marketing MBA 504 Introduction Duncan Black and Alonzo Decker‚ SR.‚ in 1910‚ started a machine shop business and in 1917 receiving the world’s first patent for a power drill. The company was later named Black & Decker‚ (B&D) and over the next 73 years they became one of the most well known brands and market leaders of power tools‚ accessories‚ lawn‚ garden supplies and residential security hardware worldwide. In
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CASO: BLACK & DECKER 1. How would you explain the considerable smaller market share in the Professional-Tradesmen segment of the market as compared with its leadership or strong position in the others segments? Seis meses luego de la adquisición de C&C‚ su margen bruto a descendido del 60% al 50%. Ellos está gastando mucho dinero en folletos y listas de mail pero no están haciendo foco en la clientela principal de C&C y no les conviene competir con los negocios Retail. 2. What pros and cons
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didn’t mention was that you can fill the bowl up with liquid and there won’t be anything leaking out of the center shaft. Another incredible assest to owning an Oster Total Prep Food Processor is that there is no hole! Other brands such as the Black & Decker FP1600B tends to leak if you fill it to close to the suggested fill markings. A friend of mine owns a Delonghi 9-Cup Food Processor. She paid tens times the amount of my Oster and the darn thing doesn’t even shred cheese. Mine does. Go figure
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1) Why is Makita outselling Black & Decker 8 to 1 in an account which gives them equal shelf space? • Trade is asking for advertising allowances and rebate money on products‚ profitability in the Tradesmen segment is near zero. • The B&D brand in the Tradesmen segment may be regarded as “weak” due to the fact that B&D dominated the consumer segment. • The “heavy do-it-yourselfers” may have a misconception on the quality/reliability/durability of B&D professional line. These individuals make a
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Company Name: Black and Decker 2 Team members and their respective functions 1 Sal Salvino – Management 2 Carl Ruffier – Management 3 Kevin Stephen – Marketing 4 Dan Howells – Marketing 5 Ryan Alexander – Marketing 6 Candis Robison – Economics 3 View our group is taking according to business function 1 Entrepreneurial a. Analyzing “the heart” of the actual operation b. Decision Making analysis c. Analyzing Black and Decker’s
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BLACK AND DECKER CASE ANALYSIS Black and Decker a company that has a long history of innovation‚ is a great example of how an organization must constantly adapt to a changing environment. As a company that has a presence of over one hundred years it had to reengineer itself‚ when after years of dominating the market it started losing market share. It is easy to see why a company that was the first to introduce products like the first ½“ special drill was the first all-sleeve-bearing power tool
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Black & Decker Case Questions Address the following questions with regard to the Black & Decker case study in up to two pages (one-sided) or two sides of one page. Do not use a font smaller than 12 or margins less than 1 inch. Please consider the writing rubric as you begin (available on Angel). Also‚ do not hesitate to use bullet points when listing items. 1. Briefly‚ what is the nature and background of the company? Black & Decker Corporation is an organization located in Towson
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