Black & Decker

Issue / Task: Joseph G eachi, vice president of sales and merchandising for Black and Decker has to decide which one of three marketing plans to use. each plan need to take market share, in the master Tradesmen segment, away from current leader Makita. Black and Deckers strength in the consumer end did not benefit the Professional-Tradesmen segment. Some trades people viewed all Black and Decker products as in central office only products and in some cases these same tools would be used for professional jobs where they would fail. land site Analysis: Black and Decker held a 20% share in the Professional-Industrial segment, a 9% share in the Professional-Tradesmen segment and 45%share in the Consumer segment. Overall B&D has held a 30%share of the US Market. The portable power tools byplay in the United States was a $1.5 billion market. Products ranged from electric screwdrivers for home do-it yourselfers to heavy-duty miter saws used continuously throughout the sidereal day at job sites. The market is segmented into 3. The home do-it yourselfer or nonprofessionals account for $530 million or 35%. The Professional end, which was divided up into Industrial and Tradesmen, accounted for $550 million and $420 million.

Consumers for the nonprofessional segment bought their tools at book merchants such as Wal-Mart and Kmart. The Professional-Industrial segment was mostly commercial contractors on large projects such as office buildings and bridges. The distribution core for this segment include distributors such as W.W. Grainger that provided technical expertise and service. The company rather than the individual users typically purchased tools. The Professional-Tradesmen segment included end users such as electricians, carpenters, roofers and general remodelers. Tools could be purchased at emerging home centers such as The Home end point and Lowes in addition to traditional hardware stores like Ace. Professional-Tradesmen segment, patch the smallest in 1990 was growing the... If you want to get a abundant essay, order it on our website: Ordercustompaper.com

If you want to get a full essay, wisit our page: write my paper