The Black & Decker Corporation (A): Power Tools Division
Product #: 595057-PDF-ENG
Answer the following questions and support and explain your answers.
1. Why is Makita outselling Black & Decker 8 to 1 in an account which gives them equal shelf space? (opening paragraph)
2. Why are Black & Deckers shares of the two professional segments Industrial and Tradesmen so different? Wouldnt you expect them to be similar?
3. What if anything, do you learn from B&Ds consumer research?
4. Joe Gallis objective is to develop and gain corporate support for a viable program to challenge Makita for leadership in the Tradesmen segment. (pg 1) To gain support, the minimal share objective would have to be nearly 20% within three years, with major share take-away from Makita. How realistic is this?
5. If you think Galli should pursue a build share strategy, what actions do you recommend? Does the DeWalt idea have any merit? How about the sub-branding option?
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