MGTA02H3 Lecture Notes - Power Tool, Dewalt, Marketing Mix
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MGTA02H3 Full Course Notes
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Document Summary
Introduction and problem definition: the world"s largest producer, black & Decker, of power tools, power tool accessories, electric lawn tools and residential security hardware started facing competition in the professional tradesmen segment of its industry. Although, b&d was a market leader in the consumer and. Professional-industrial segment with a 50% and 20% market share respectively, the company only holds 9% of the professional-tradesmen segment. The issue throughout the case is that joe galli, vp marketing & sales, wants to increase b&d"s market share in the tradesman segment. The problem that the company is facing with aiming expansion in that segment is branding; professional audience perceive. B&d as a home use brand as it resembles the colour scheme used for consumer segmented products. The perception problem exists since tradesman segment looks at b&d as a consumer brand with low quality and ruggedness. This perception is further encouraged by its low price.
