Black And Decker
Background and Issues
Black and Decker (B&D) is a household name across America. Having received the patent for the 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 power tools market across America, they had fallen drastically behind market leader Makita's 50% share in the Professional-Tradesmen market segment to just 9%. To get back into competition with Makita, B&D would have to answer several questions about their brand and identity, specifically:
1. Is the Professional-Tradesmen segment worth pursuing?
2. What is the problem with B&D's image?
3. How should B&D change their image to positively affect the Tradesmen market?
4. What factors come into pricing this new brand?
5. What outlets should B&D use to market and sell their products to tradesmen?
Brand perception can be one of the biggest......
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Approximate Word Count: 2556
Approximate Pages: 11 (250 words per double-spaced page)
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