BUS M 300 1nd Edition Lecture 16 Outline of Current Lecture I Case Summary II Problems III Changes Current Lecture I Case Summary B D Segment Black and Decker Share Revenue Growth Distribution Industry 29 110 mm B2B Tradesmen 9 35 mm 9 Lowes Consumer 45 250 mm 7 Wal Mart II Problems a 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 category c Black and Decker tools are superior equal to Makitas d The brand may have a household perception because it is so successful in the consumer segment e 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 f Color has same color as consumer segment Tradesmen get laughed at for carrying Black and Decker color tools g Penetration pricing Makita has discount prices h Name bad rep III Changes a 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 years
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