Black and Decker Case Analysis

Subject  > Businesss Research Papers  > Case Studies  > Computer and Electronics Companies

Background and Issues Black and Decker (B&D) is a household name across America. Having received the patent for the first power drill, they are well known for their power tools. In addition to power tools, B&D is also known for its various household products, like the Dustbuster. While B&D celebrated a nearly 30% stake in the power tools market across America, they had fallen drastically behind market leader Makita's 50% share in the Professional-Tradesmen market segment to just 9%. To get back into competition with Makita, B&D would have to answer several questions about their brand and identity, specifically: 1. Is the Professional-Tradesmen segment worth pursuing? 2. What is the problem with B&D's image? 3. How should B&D change ...

... of DeWalt tools allows those participating in the classes to gain familiarity with the brand. B&D should remain out of Membership Clubs and low end consumer store channels. Selling high quality tools at a significantly reduced price at Sam's Club may damage the brand image. DeWalt tools should not be available at Sam's Club or Wal-Mart. High quality tools should be purchased at a store that specializes in residential construction and high-end home improvement. Conclusions B&D needs to distinguish itself in the Professional-Tradesman market segment. To do so, it must separate from its currently perceived brand, that of household goods and inferior quality to other professional power tools. It is

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