Black & Decker
Issue / Task:
Joseph Galli, vice president of sales and marketing for Black and Decker has to decide which one of three marketing plans to use. Either plan need to take market share, in the Professional Tradesmen segment, away from current leader Makita. Black and Decker's strength in the consumer end did not benefit the Professional-Tradesmen segment. Some trades people viewed all Black and Decker products as in home only products and in some cases these same tools would be used for professional jobs where they would fail.
Situation Analysis:
Black and Decker held a 20% share in the Professional-Industrial segment, a 9% share in the Professional-Tradesmen segment and 45%share in the Consumer segment. Overall B&D has held a 30%share of the US Market.
The portable power tools business in the United States was a $1.5 billion market. Products ranged from electric screwdrivers for home do-it yourselfers to heavy-duty miter saws used continuously throughout the day at job sites.......
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Approximate Word Count: 1515
Approximate Pages: 7 (250 words per double-spaced page)
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