Black & Decker Essay

1099 Words Feb 9th, 2009 5 Pages
Introduction Black & Decker (B&D) is a global manufacturer and the world’s largest producer of power tools, power tool accessories, electric lawn and garden tools, and residential security hardware. The company was a pioneer in innovation and development of power tools and has used that position to build strong brand names that enjoy worldwide recognition. {text:change-start} Key Causes for Poor Performance in the Professional-Tradesmen Segment The reason B&D has performed poorly in the professional-tradesmen segment is due to the positioning of the B&D brand in this segment. Poor positioning of the brand has resulted in customer confusion and negatively impacted customer perception of the brand in terms of being a quality product. …show more content…
Reliability and durability - does the job every time and can be used for an extended period of heavy continual use. Safety Support from the Manufacturer – if the product breaks or performs poorly, access to replacement parts and service will be key in maximizing performance up-time. Image – Use of a tool must reflect that the tradesmen is a professional, capable of doing the job and worth having on the team {text:change-start} {text:change-end} Reasonable Price – This is still a relatively new market segment and consumers are all using their own money to purchase a tool. It has to fit into all of the above criteria while still being cost-efficient for this audience. _Professional _Industrial Segment In the professional industrial segment where tools are purchased by an employer for use on a job site, B&D has seen some success. In this market, distributors play a significant role in recommending equipment and many viewed B&D as offering high quality differentiated products and excellent service. Many of the needs of this segment are the same as those for the professional-tradesmen segment but in this case, B&Dhas the opportunity to market directly to an individual purchaser similar to their approach in the consumer segment. {text:change} *Actions to Undertake to Improve Performance Across* Market Segments {text:change-start} Consumer

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