BUS-M 300 1nd Edition Lecture 16 Outline of Current LectureI. Case SummaryII. ProblemsIII. ChangesCurrent Lecture I. Case SummaryII. Problemsa. Black and Decker is the #7 brand in U.S. but are severely lacking in market share of the tradesmen category of tools.b. Makita has 50% market share in this categoryc. Black and Decker tools are superior/ equal to Makitasd. The brand may have a household perception because it is so successful in the consumer segmente. Distribution?These notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute. B&D Segment Black and Decker ShareRevenue Growth DistributionIndustry 29 110 mm ---------- B2BTradesmen 9 35 mm +9% LowesConsumer 45 250 mm +7% Wal-Martf. Color – has same color as consumer segment. Tradesmen get laughed at for carrying Black and Decker color toolsg. Penetration pricing – Makita has discount prices.h. Name – bad repIII. Changesa. Decided to change the color of the Tradesmen tools to industrial yellow. b. Have a high intensity sales plan.c. Stresses the B&D service plan’d. Ended up grabbing 60 percent of market share in 3
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