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Bkik And Market Case Study Solution

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BLACK AND DECKER CASE REPORT
Prepared by: Gizem Yalcin Rikdeep Samra Ipek Kucuk Ali Gencalioglu Baris Genc
9 October 2014
1
BLACK & DECKER CASE WRITE-UP
Executive Summary
Although B&D has maintained the top market share position in the 'Consumer' and 'Industrial' segments and is a highly respected company in power tools, its market share merely adds up to a 9% in ‘Tradesmen’ where their biggest competitor Makita has 50%. Regardless the high quality, reasonable price and high reputation, B&D has negative brand associations. Due to low segment share, lack of profitability and low margins, top managers set goals for the sake of B&D’s future. The quantitative goals of the company involve doubling market share to 20% in 3 years, most being Makita's …show more content…

Making changes to 4P's can boost the product image to the consumers and suppliers. Emphasis on the product itself and promotion since it'll be a starter brand. Benefits which focus on the reliable image of DeWalt combined with having separate brands with their own strengths outweigh the drawbacks arising from a fresh brand and reconstructing the company's structure. Overall strategy is to have a newer, reliable, 'for professional use' brand while keeping B&D image …show more content…

DeWalt, having a strong brand image, awareness and respected place amongst tradesmen, allows B&D to strengthen its position in the professional-tradesmen segment. Considering the options; harvesting segment focuses on short term profitability however having a larger share in this lucrative market is a priority for B&D. Moreover, sub-branding allows maintaining a high brand awareness level while ignoring the negative perception amongst tradesmen.
B&D has negative associations in tradesmen’s mind, but DeWalt doesn't. Considering the segment analysis(Exhibit 3), performance and prestige are essential. Hence, key attribute and competitor-against positioning strategy can be used together to achieve the targeted market share by leveraging high performance & quality in marketing strategy.
2) Action Plan: Using DeWalt for tradesmen segment is an advantage for B&D; however, an intensive marketing strategy process requires time, effort and resources. With some alterations, marketing mix will be attractive for tradesmen, consistent with marketing strategy.
a) Product: Makita outselling B&D wasn't because of quality or price, but due to the perception of the brand. Hence, existing product can be used with small

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