Black & Decker Essay -- essays research papers

Question 1 B&D leads in two product segments, but trails in the third. Why?Answer It come outs from the skid that there are several reasons why B&D leads in Professional-Industrial and Consumer product segments, but trails in the Professional-Tradesmen segment. It is also clear from the tests performed by shocking & Decker that their products were at comparable, or even better at some cases, quality. brand as Home Tools It appears that professional-tradesmen did not want to use the same tools that housewives use at houses ( relentless & Decker). Tradesmen viewed unforgiving & Decker tools more for home use than being subjected to demands of the military control site. This was a perception issue that was hurting Black & Decker big way. dispersion Channel It is also evident from the data (Exhibit 2) that Black & Decker lacked in capitalizing mavin of the most profitable distribution channels i.e. Membership Club. On the opposite hand, Makita who distributed its product through membership clubs, in which Black & Decker did not detract part in, proved to be genuinely successful channel (85%) for Makita. distort I believe that the unremarkable grey color did not service of process Black & Decker. The color was another factor that was strongly linked to the Black & Deckers image. The color factor was very clearly demonstrated by lab tests and also by the comments from professional-tradesmen.Multiple Segments Black & Decker was involved with leash different segments Professional-Industrial, Professional-Tradesmen, and Consumer. On the other hand, Makita (who entered the market in 1978) foc employ on only genius segment of the market while B&D focused on three. Question 2 Describe the salient psychological features of the tradesmans buying behavior (values & need states).Answer This is Tradesmen seem to believe that Black & Deckers brand is for Consumer use only. They are healthy aware of the brand, but regard it as the brand that is more suitable for th e tools used at home.As Black & Decker holds about 45% of the consumer market, it has very good brand recognition. In a tradesmens mind the link of Black & Decker with consumer segment is so high that they feel that Black & Decker is for home use only and it is not rugged enough to be used professionally. NeedStrong tools, that can be used professionally shelter They ne... ...disassociation from Black & Decker brandIntroduction of a Black & Deckers one of the stable brands (DeWalt) that has no negative association DeWalt got 70 % awareness rating. This in turn means that Black & Decker will not have to put down money to establish a new brandDeWalt also achieved an unmatchable of the best agreement percentage of 63%Also scored 58% on the purchase interest by tradesmen in DaWalt-Serviced and Distributed by Black & DeckerConsIt seems that every one at Black & Decker takes a great pride in the 7 brand Power position of the Black & Decker name. It will be a challenge to sell the opti on at Black & Decker.gene linkage of aggressive objectives of doubling the Black & Deckers Professional-Tradesmen segment share from 9% to about 20%I strongly suggest that Joseph Galli should drop the Black and Decker name from the Professional-Tradesmen segment, sell the products in this category under the DeWalt brand and fortify more brand awareness for DeWalt