Case Study: the Black & Decker Corporation (a) Power Tools Division

Case Study:

The Black & Decker Corporation (A)

Power Tools Division

Course:

International Marketing Management

Prof. Dr. Lutz H Schminke

Authors:

Marc Gerlach (323514)

Tobias Holler (725219)

Björn Kleindienst (425169)

Robin Mack (223377)

Marina Sukhareva (127387)

Celia Yan (431144)

Fulda, 24th May 2011

Table of Content

Table of Content 2

1. Introduction 2

2. Case Summary 3

2.1 The Black & Decker Corporation 3

2.2 The US power tools market 4

2.3 Black & Decker’s professional segment 4

3. SWOT-Analysis 5

4. How to deal with the insufficient brand awareness in the Professional- Tradesmen segment? 6

5. Conclusion 7

List of References 8

Declaration of Authenticity 9

1. Introduction

This research paper deals with the case study of the Black & Decker Corporation and its power tools division. Black & Decker is one of the world’s leading tool manufacturers. The paper looks into the problems faced by Black and Decker which are a lack of brand awareness coupled with a poor market position in the Professional-tradesmen segment.

First of all, the reader is provided with a short introduction about the company, their operating segments, and the US power tool market. After that, this paper investigates and analyses the strengths, weaknesses, opportunities and threats of Black & Decker.

The aim of this paper is to give recommendations based on the results of the SWOT-Analysis. Furthermore, it will be analysed which of the given options is the most promising alternative.

2. Case Summary

1 2.1 The Black & Decker Corporation

The Black & Decker Corporation is the leading producer of power tools and accessories in the United States. Also it is the firm most responsible for the creation of the post-World War II consumer market for power tools. The firm's key power

References: fundinguniverse.com – URL:http://www.fundinguniverse.com/company-histories/The-Black-amp;-Decker-Corporation-Company-History.html, 05/20/2011 Declaration of Authenticity We declare that this paper is our original work and it has not been presented elsewhere for grading. All sources have been indicated to the best of the writer 's ability. Marc Gerlach __________________________________ Tobias Holler __________________________________ Björn Kleindienst __________________________________ Robin Mack __________________________________ Marina Sukhareva __________________________________ Celia Yan _______________ __________________