Black & Decker

4) Based on your positioning strategy, what brand name and marketing budget allocations would you advise?

Given your assessment of the competitive situation, what are the pros and cons of (a) continuing the present market targeting and positioning strategy and (b) adopting the recommendation made by Foote, Cone & Belding? (make a comparison table of pros and cons for each approach).

My recommendation is for the company to stay focused on its main competitive advantage of supplying a

4. What are the pros and cons of the mail order marketing strategy? What are the pros and cons of alternative distribution methods?

What has Target done well over the years in terms of its integrated marketing communications strategy? What should it do going forward?

When BPL entered the market, it wanted to manufacture high quality electronic products and make BPL a household name. A household name, by definition, is a brand name that is very well known to the great majority of households. So, BPL segmented its market and catered to the masses. It targeted households who wanted to have high quality electronic products.

Tradesmen's bad feedback over B&D products and seeing it as for home use rather than job use.

2.     Given the markets the company is operating in, what is the best structure for the sales force? How did you decide?

price point than the big 3, the company saw this as the perfect strategy to penetrate the saturated

One of the strengths Stanley Black & Decker, Inc. has is the company’s diversified brand portfolio and having a strong brand image. With a wide variety, it helps Stanley to uplift its brand value and top-line performance. Its most well-known brands includes The Stanley, Black & Decker and Dewalt are considered to be the world's large brands and are the company's top valuable assets. The company also provides its products and services under other trademarks like Jensen, Guaranteed Tough, Innerspace, FatMax, USAG, LaBounty, CRC, Dodge, WanderGuard, MyCall, Bed-Check, AeroScout, Tucker, GRIPCO, Avdel and HSM among others (SWOT Analysis). With having a strong brand image it has helped support strong sales growth

Where and how should Jones Blair Company engages its corporate marketing efforts among the various architectural paint coatings market?

In the 1990’s Black and Decker had a great position in the market for their products to appeal to the Professional Industrial segment and the Consumer segment but when it came to the Professional Tradesmen segment they were lacking. Their 9% market share vs. Makita’s 50% market share in the tradesmen segment was incomparable. Makita clearly had a better product in the eyes of the Professional Tradesmen. In the Professional Segment most of the people who buy the products are people who need these tools to make a living such as carpenters, electricians, plumbers, roofers, and general remodelers. Black and

* Product Differentiation: It is evident from the case that B&D products in the professional segment were of good quality with 10 out of the 14 products in leadership category (Figure E). Therefore, the problem faced by B&D products in this segment is more of differentiation than of product quality. The consumer level products in black in color are not substantially differentiated from professional level products which were charcoal grey in color (Figure D). This lack of differentiation has adverse influence on the buying decision made by professional tradesmen as they take pride in their work which is more rigorous than “do it yourself” low quality consumer segment. Therefore, the professional tradesmen segment has disassociated itself with Black and Decker brand name despite good quality professional tools manufactured by B&D.

Analyzing the trends and consumer behavior indicates that horizontal expansion will be necessary to capture the full and growing target market. Horizontal expansion can be

Robertson Tool Company is one of the largest domestic manufacturers of cutting and edge hand tools with wide distribution