The Black & Decker Corporation: Power tools division
Résumé de l'étude de marché
Black & Decker is an American corporation that is well-known for powertools and home appliances. The Makita Corporation is a japaneese corporation. The company is mainly reputated as a manufacturer of professional powertools, with a focus on cordless tools (80% share). Makita tools only come in a distinctive teal color. Milwaukee is also well-settled, with 10% of the market share.
Both companies succeed thanks to their high quality products, which became positive perceptions for the two brands in professionals' mind (B&D research). Makita has also a strong communication strategy (advertising, AMA Motocross Racing sponsorhip ?). That's also one of the reasons explaining why the firm is leading the market with 50% of the market share.
Therefore, Black & Decker feels very concerned and tries to regain its market share leadership in this particular segment of the market. The firm has to find ways to succeed, especially by focusing on its Marketing strategy. B&D must strenghten its image recognition. Lastly, Black & Decker could also probably benefit from the average feeling that retailers have got towards Makita.
Sommaire de l'étude de marché
Extraits de l'étude de marché
[...] Lastly, Black & Decker could also probably benefit from the average feeling that retailers have got towards Makita. Tradesman segment's buyer behavior Professional buyers are a lot more informed thus ten times more demanding. They need to use the tools in their job; therefore they care about quality and resistance. It includes jobs such as electricians, plumbers, framers, roofers On average, a buyer will purchase 10 tools and get others replaced in one year. We can also assert that the workers community prefer independently owned stores and also talk a lot about the products performances (making word of mouth very important). [...]
[...] It supposes to innovate, which is costly but worthy. - Get even a specific brand name (DeWalt brand awareness according to the survey) which will be able to stand alone in the professional users market. This will allow eliminating the association of the B&D name with everyday customers. - Develop accurate services (assistance, after-sale ) for professionals to really create a difference and acquire a competitive advantage. To sum up, B&D must re-think its strategy, focusing on brand equity and product positioning in order to be able to be more competitive in the tough context of international competition. [...]
À propos de l'auteur
Benoit M.ConsultantMarketing internationalThe Black & Decker Corporation: Power tools division