Black & Decker Essay -- essays research papers

Question 1 B&D leads in two product segments, but trails in the third. Why?Answer It seems from the case 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 grisly & Decker that their products were at comparable, or nevertheless better at some cases, quality. Branded as Home Tools It appears that professional-tradesmen did non want to use the same tools that housewives used at bases (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 from the data (Exhibit 2) that Black & Decker lacked in capitalizing hotshot of the most profitable distribution channels i.e. Membership Club. On the other hand, Makita who distributed its product through membership clubs, in which Black & Decker did not take part in, proved to be very successful channel (85%) for Makita.Color I believe that the unremarkable grey color did not assist Black & Decker. The color was another factor that was strongly linked to the Black & Deckers image. The color factor was very clearly demonstrated by research lab tests and also by the comments from professional-tradesmen.Multiple Segments Black & Decker was involved with three different segments Professional-Industrial, Professional-Tradesmen, and Consumer. On the other hand, Makita (who entered the market in 1978) focused on only one segment of the market while B&D focused on three. Question 2 Describe the salient psychological features of the tradesmans get behavior (values & need states).Answer This is Tradesmen seem to believe that Black & Deckers brand is for Consumer use only. They are well aware of the brand, but regard it as the brand that is more suitable for the 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 association 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 professionallyValue 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 spend property to establish a new brandDeWalt also achieved an One of the best agreement percentage of 63%Also scored 58% on the purchase vex 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 forcefulness position of the Black & Decker name. It will be a challenge to sell the option at Black & Decker.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 build more brand awareness for DeWalt