Analysis of Key Issues Affecting the Sales in the Tradesman Segment and Thereafter
1.1 Purpose of the report
Incorporated in 1910, Black & Decker (B&D) is a global manufacturer of
power tools and accessories hardware, home improvement products and
technology-based fastening system. Its well-recognised brand name
products sold in over 100 countries. In the power tool industry, the
company is involved in all the segments; i.e. Professional-Industrial,
Professional-Tradesman and Consumer. In the United States market, B&D
dominates the industrial and consumer segments. However, it is not the
same for the tradesman segment. Makita, a Japanese manufacturer has
the largest market share of nearly 50% in the Tradesman segment as
compared to B&D's 9%. Therefore, in this report, I will identify and
analyse the key issues that had affected the sales in the Tradesman
segment and thereafter, develop a marketing strategy to challenge
Makita for leadership in the segment.
1.2 Limitation of the report
There are a number of limitations in this study. First, the fact that
most of the results of the studies; i.e. Tradesman appropriate, market
segment share, brand awareness and perception, market shares by
product type and distribution channel are meant for one year: 1990.Due
to the lack of data, I am unable to identify the trend of movement for
the above studies, Second, with the absence in average industrial
ratio, I am unable to ascertain whether B&D's debt ratio is acceptable
or high. Thirdly, the results on Brand Awareness and Perceptions
research (B&D highest score of 98%) are based on telephone surveys.
Its annual Image Study programme wo...
... middle of paper ...
... be used. At the same time, to generate new ideas, B&D could
initiate programmes to get employees to contribute ideas. This is to
provide a broader range of products for customers in order to retain
them with the company. At the same time, this flexibility will improve
productivity as well as reduce cost.
5.0 Conclusion
By embarking on the above-mentioned marketing strategies, Black and
Decker would be able to remove the wrong perceptions of the product
quality and build a distinctive image that would improve its market
position. At the same time, the communication gap in its relationship
with customers could be bridged. Going forward, B&D should be more
sensitive in regards to the changes in customers' needs. The company
should also be fully aware of any new opportunities, emerging in the
domestic (US) market.
change in prices over the last year in each region can be seen in the
seen that there has been tremendous drops. A study by the University of Michigan Monitoring
Case Study of The Home Depot Preface This Essentials of Strategic Management assignment has been made by three persons which have been working together and individually to finish the assignment properly and in time. Secondly, we would like to thank the company whose websites we were able to visit and use, to get additional information that we could use for leading the assignment of Home Depot to a successful ending. We can say, that it was a pleasure to work on this assignment and would, in the third place, like to thank each other. The persons who worked on this assignment, for the effort and time that is put in the assignment, that brought us to this finished version.
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