Black & Decker Analysis Essays

Submitted By ashleyvarano
Words: 1257
Pages: 6
Open Document
After reviewing the presentation of Team D, I concluded from their problem statement that their plan for Black & Decker moving forward is to focus on the Professional-Tradesmen segment since it is their segment with the lowest market share. They focused on this problem because even though the Professional Tradesmen segment is the smallest of the three segments, Professional Industrial, Professional Tradesmen, and Consumer, it is the fastest growing. As a follow up to their problem statement, I found it somewhat confusing as to what their actionable items would be in regards to the vehicle they were choosing to enhance the Black & Decker brand image. First, Team H said they would put the DeWalt product name on Black & Decker products to instill brand recognition with tradesmen since the DeWalt brand comes from a line of successful stationary woodworking equipment and was absorbed by Black & Decker in 1960. However, Team H also proposed that Black & Decker should do a better job at highlighting their brand name on their product line via a new brand called “DeWalt by Black & Decker”. Where I did see the value of such a change, it was confusing as to which the Team was proposing.
Team H opened their presentation with a background on the Black & Decker brand, mentioning that even though this company was the world’s largest producer of power tools in 1990, it is most known for home appliances, such as blenders, coffee machines, toaster ovens, and of course, the Dustbuster. However, Team H pointed out that even though Black & Decker was a market leader for in-home consumer products, it was not leveraging the Professional-Tradesmen market efficiently. Team H broke down the differences between a Professional and Consumer tradesman, saying that the main difference is the how their work is being done. As a Professional Tradesman is one who works on an industrial site using industrial grade equipment, while a Consumer Tradesman is more of a “weekend warrior” performing small home improvements. As stated in the case, the Professional Tradesman category mailyn consists of tradesmen who depend on their trade as means of employment. They include “electricians, plumbers, carpenters, framers, roofers, and general remodeler workers in residential construction”. The Consumer Tradesman, however, is not as serious as the Professional Tradesman, thus their needs for equipment is less strict. Team H went a step further to show how both types of tradesmen view the Black & Decker product line. Professional Tradesmen are not pleased with the brand because they have a negative brand image for Black & Decker. Professional Tradesmen see all Black & Decker products for at home use only and not suitable for the job site. A Professional Tradesman spent approximately $3,000 on their “tools of trade”, and spent approximately $1,000 on replacement tools per year. As Team H pointed out, the performance of tools was a big conversation on the job site, thus if a few tradesmen disliked a product, that perceived brand reputation spread, which caused a loss in revenues for Black & Decker. On the contrary, Consumer Tradesmen were happy with the Black & Decker product line because they saw the value in using this equipment for their smaller scale projects.
Team H compared the brand image and product line of Black & Decker to that of their competitors so they could point out the differences in brand reputation among the target market. The perceived top brand in the space was Makita. Professional Tradesmen saw Makita as having a strong base line of products in all major categories. Team H also explained that the Professional Tradesmen segment also noticed that Makita was easily accessible; meaning that they could be purchased at most, if not all, home improvement centers, such as Home Depot or Lowes. Despite Makita’s strong position with this market segment, some explained that this brand was “arrogant and
Show More

Related Documents: Black & Decker Analysis Essays

Essay Black & Decker Case Analysis

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. Recent research studies showed that B&D is one of the powerful brand names in the world because of its professional tools that has high quality in the industry. During the early 1980's; sales started to decline and it posted…

Words 911 - Pages 4

Essay on black and decker

innovativeness that foster manufacture of sustainable electronics. Company Overview Stanley Black and Decker is one of the world’s most prominent consumer electronics manufacturers. The corporation, based in the state of Maryland in a town known as Towson, designs and sells electronic gadgets and products meant for home improvement. Just like other electronic manufacturers, Stanley Black and Decker is subject to enhancing environmental sustainability through innovativeness in design of its products…

Words 1200 - Pages 5

Communication and Rhetoric Essay

Communication Analysis: Rhetorical and Cultural Black and Decker power tools may be considered subpar, but they are a well-known successful company and a household name. We have come to a better understand of the marketing strategies, the flaws, and the success of the Black and Decker company by interpreting their cultural and rhetorical language. We analyzed the advertisements; the consumer reviews, the packaging, and observed user interactions to get a cultural and historical background. Black and Decker…

Words 1606 - Pages 7

Make Or Buy Issue

generally taken with a strategic perspective, nor within an overall policy. Instead, we hypothesized that make-or-buy decisions are made or confirmed most frequently by default or as a result of subjective opinion, rather than arising from clear analysis or a holistic company-wide view of the implications of individual decisions. In-house R&D \ Licence-in Contracted-out R&D J Strategy Development Administration Production / Direct Sale of Product/ Service A Contract-out Marketing…

Words 7235 - Pages 29

Reebok Marketing Plan Essay

Finally, the plan will be concluded with ideas for the proposed marketing mix plan of this product and then a re-emphasis of why this plan will help RealFlex become Reebok’s number one shoe. Situational Analysis The Company The Mission at Reebok is to be on the cutting-edge of sport and lifestyle products built upon a strong heritage in sports (Reebok, 2011). Reebok strives to challenge convention and lead through creativity and have been doing so for…

Words 11291 - Pages 46

Diagnostic Radiography: Systems Of Work

or the internal organs that are useful in the diagnosis of the problem. Special machines are used to emit small amounts of radiations that pass through the body and are reflected on the film or similar device, which produces the image (Reeves and Decker 2012). However, according to Brant and Helms (2006), it is good to note that a radiographer alone cannot accomplish this task. They work in collaboration with other technicians and specialist: this forms systems of interrelated work that function…

Words 1544 - Pages 7

Neighborhood Analysis Essay

Neighborhood Analysis: Bond Hill Table of Contents Introduction 1. Settlement History 2. Real Estate Prices and Overview 2.1. Neighborhood Characteristics A.Modes of Transportation B.Real Estate 2.2 The Neighbors A.Habitation B.School Health C.Quality of life D.Income E.Occupations F.Ethnicity / Ancestry G.Languages H.The Mortality or Death in Bond Hill 3. Bound Hill Crime Information. Conclusion Introduction The selection you are faced is about my neighborhood analysis in Bound…

Words 2238 - Pages 9

Essay on Design for Market System

us to design products that behave as intended—not just physically, but also in the market. Despite the ubiquitous customer focus of today’s design processes, there remains a “throw it over the wall” mentality in analysis. Engineering designers employ complex models for engineering analysis, but they typically do not model the role that market forces play in driving engineering goals or determining outcomes. The fields of marketing and management science have worked for some time to construct tools…

Words 2170 - Pages 9

Supply chain management Essay

500 Moving coil units×2, white cable×1,plug×1,white shells×2 012 500 Moving coil units×4, black cable×1,plug×1,white shells×2 122 500 Moving coil units×4, white cable×1,plug×1,orange shells×2 042 500 Moving coil units×4, black cable×1,plug×1,red shells×2 134 500 Balanced armature×4, white cable×1,plug×1,green shells×2 Front end manufacturer1 042 2500 Moving coil units×4, black cable×1,plug×1,red shells×2 Front end manufacturer2 114 2000 Balanced armature×4, white cable×1…

Words 3455 - Pages 14

Vzt1 Task 1 Essay

Introduction 3 Product Description and Classification 3 Product Support of Mission Statement……………………………………………………………………………………………….….3 Consumer Product Classification 3 Target Market 3 Competitive Situation Analysis 3 Analysis of Competition using Porter’s Five Forces Model 3 SWOT Analysis 4 Strengths and Core Competencies 5 Weaknesses 5 Opportunities 5 Threats 5 Market Objectives 6 Product Objective 6 Price Objective 6 Place Objective 6 Promotion Objective 6 Marketing Strategies and…

Words 3284 - Pages 14