Module | Session | Course/Theme | Case | Who | When | Where | Case Leads/Due Date |
T1 | 8 | Winning Through Marketing Management | Black & Decker – Power Tools Division | Joseph Galli, VP of Sales and MarketingNoran Archibald, CEO | January 1991 | Towson, MarylandUnited States | November 2
1) Why is Makita outselling Black & Decker 8 to 1 in an account which gives them equal shelf space?
• Trade is asking for advertising allowances and rebate money on products, profitability in the Tradesmen segment is near zero.
• The B&D brand in the Tradesmen segment may be regarded as “wea