MGMB01H3 Lecture Notes - Lecture 8: Marketing Mix, Product Differentiation, Drill
Document Summary
Case 7 : black and decker power. This is a decision case because it describes the major decision that b&d faces with regards to their power tools division and they must choose amongst a set of alternatives. Their main problem is the fact that within the power tools market, they"re struggling to gain market share in the professional tradesmen segment and their profitability is close to zero. The major reason was b&d"s 9% share as opposed to makita"s 50% is the perception that customers have about the two brands. They don"t think the tools are as durable and they"re not as proud to own. Growth in the power tools industry specifically higher in the tradesmen. Growth in the variety of distribution channels. Based on the information provided in table d, this is a rough estimation of the consumer ( tradesmen) perception of the three brands with respect to two attributes quality and durability.
