Black & Decker Case Study

Topics: Marketing, Brand, Strategic management Pages: 3 (782 words) Published: January 28, 2012
Black & Decker Case Questions

Address the following questions with regard to the Black & Decker case study in up to two pages (one-sided) or two sides of one page. Do not use a font smaller than 12 or margins less than 1 inch. Please consider the writing rubric as you begin (available on Angel). Also, do not hesitate to use bullet points when listing items.

1. Briefly, what is the nature and background of the company?

Black & Decker Corporation is an organization located in Towson, Maryland. They blueprint and trade in power tools and accessories, hardware and home improvement products, and technology based fastening systems (Wikipedia, 2011). For a long time, B&D brands magnetize great strength from the consumers and the Professional Industrial segments while its Professional-Tradesmen segment has been sour.

This case analyzes different alternatives on how to gain profitable market share in the Professional-Tradesmen segment.

2. Do a SWOT Analysis for Black & Decker. Use bullet points. And feel free to use boxes here and elsewhere. E.g.,

Strengths * High brand awareness * High service rating and high quality tools done in field test * Small market share for Professional Tradesmen which makes it easy in the event they want make changes in their products line in this market segment.| Weaknesses * Small market share in the Professional Tradesmen market segment. * B&D brands are more focused on household products * Professional Tradesmen do not associate quality with B&D products.| Opportunities * Fast growth opportunity for professional-Tradesmen (9%) * Yellow color unused by other brands. Yellow represents safety. * Makita does not have retailers’ channels to distribute their products, and B&D develop businesses with retail stores.| Threats * Yellow color is subjective; it can be interpreted otherwise rather than safety. * No retail channels where Makita dominates. * Other segments...
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