Stanley Black and Decker, Inc. SWK is promising, despite a somewhat challenging industry environment.
This situation is intolerable because without the success of this segment, B goal of being market leader could never be reached.
Being known as a consumer brand, does not serially help the professional-T segment. The perception that all B tools are for house shores and the misuses of the consumer tools in the job site, are really taking a toll on the company.
B low prices in contrast to major competitors reinforce customer perception of the correlation between low prices and low quality. The Professional tool users want to be observed with equipment considered to be sharp and of high quality.
Therefore, this low quality perception needs to be addressed. We will write a custom essay sample on Black Decker Case Marketing Order now More Essay Examples on According to the data from the case, the distribution channels are another issue.
The distribution of the Professional-Tradesmen lolls have been inefficient and its distribution channels are very limited. These tradesmen buying decisions are based in buying sharp and high quality tools, as well as taking in consideration its differentiation from consumer tools.
The weaknesses are the biggest concern due to the fact that the brand is being associated with the consumer segment. The tradesmen consider as low quality because of the same problem, lack of differentiation.
However, the strengths are wide; B has a very good brand awareness overall. Besides the wrongful perception their products are high quality and the perception of their good service is intact. Competition Positioning Exhibit 1 shows a perceptual map of market share vs.
Furthermore, Exhibit 2 map illustrates the market share vs. Harvest Professional-Tradesmen Channels This is the fastest growing segment and harvesting will be a really bad decision, because this would only give advantages to the competitors to overtake that segment market with their great brand perception.
After a lot of thought this decision would cause substantial losses and this may also affect the Professional-Industrial Segment, as well as the Consumer tools segment. The fact that the perception of consumer tools segment can be influenced by what the professional segments buy, may give the competitors an advantage.
This would not be a viable option. Previous attempts to rebuild the name in the Professional-T segment have failed. This strategy is very risky, due to the fact that the outcome is unpredictable and very costly. The users are professionals that make their living off these products and the perception of being low quality and low durability affects it willingness to obtain such tools.
However, sub-branding program has been done in the past.
Also, it succeeded with a similar strategy to substitute saw blades. This option may or not be viable. Since the risk is too high, as well as cost and time, it would not be favorable at this moment.
For re-branding purposes Dealt is perfect because it has a great awareness and buying interest.
The new brand ill facilitate product repositioning associated with price, color and quality. This main strategy consists in a new high quality product with a new name at a competitive price; this will help with the problems of differentiation and perception that Professional-T segment has.
Such market perceptions are made from customer conversations, therefore, launching a new brand will have them talking. Other Alternative Enhance retailers and distribute relationship and generate differentiation by replacing the color of the tools from charcoal to Industrial Yellow Changing the color will potentially generate a product differentiation; placing the charcoal color for industrial yellow, will distinct the consumers segment from the professional-T segment.Case Analysis: The Black & Decker Corporation Synopsis Black & Decker Corporation is a corporation based in Towson, Maryland, United States, that designs and imports power tools and accessories, hardware and home improvement products, and technology based fastening systems.
Stanley Black & Decker, an S&P company, is a diversified global provider of hand tools, power tools and related accessories, mechanical access solutions and electronic security solutions, engineered fastening systems, and more.
Stock of BDHMI $M "cash"; $M employee healthcare claims January Initial Company Structure November Third Party: Robert DeVita (former BD employee) After the Case December Black & Decker Black and Decker Case Study Sale of Subsidiary at a Loss Post Mortem.
Introduction. This is a case about two companies Stanley Works, Inc. and Black & Decker Corp. Stanley Works was a hand tool company and Stanley works was established in , and its headquarter is located in the New Britain, Connecticut. Black & Decker Matrix 6 Tool Cordless Combo Kit w/ Case $ Amazon Deal of the Day.
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