Black and Decker Marketing Stratgey

The Black and Decker is the large producer of power tools and accessories, household products, outdoor products and hardware. It has the number one market share position in the Consumer and Professional-Industrial segment but insignificant share in the Professional-Tradesmen segment. Below I will answer the questions posed in the case and will make analysis in order to understand the situation and make some recommendation for Black and Decker situation.
1. Black and Decker has 9 % share compare to Makita 50 % in Professional-Tradesmen segment because Black and Decker is mainly focused on Consumer and Professional-Industrial segments and has significant market share in those segments. Black and Decker associated more as a consumer brand than as professional-tradesmen. This image has negative effect on the professional segment. Besides, Black and Decker has variety of household product and heavily advertise them. All these factors affect company’s image and contribute to the perception of Black and Decker as a basically consumer tools oriented.
The causes of poor market perfo…



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