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Group 7 Samantha Persaud Benjamin May Vivian Nunez Melanie Ngo Dllechim Eesir

Group 7 Samantha Persaud Benjamin May Vivian Nunez Melanie Ngo Dllechim Eesir. Power Tools, Professional-Tradesmen Approximate Segment Shares, 1990. Black & Decker Product Assessment. Professional quality of items 1,2,3,5,9,13 and 14 are of high quality and above our competitors

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Group 7 Samantha Persaud Benjamin May Vivian Nunez Melanie Ngo Dllechim Eesir

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  1. Group 7 Samantha Persaud Benjamin May Vivian Nunez Melanie Ngo DllechimEesir

  2. Power Tools, Professional-Tradesmen Approximate Segment Shares, 1990

  3. Black & Decker Product Assessment • Professional quality of items 1,2,3,5,9,13 and 14 are of high quality and above our competitors • B&D’s products can compete in this market!

  4. Brand Awareness vs. Brand Image

  5. Why B&D’s 9% share in Tradesmen Segment? • Poor differentiation from lower grade products in the Consumer segment • Some tradesmen viewed ALL B&D products as for use at home rather than on the job • Strong association with the consumer segment has damaged its brand perception in the Professional Segment

  6. TradesmenInfluence • Word of Mouthinfluencesbuyerbehavior • Makita & Milwaukee bothhavehighqualtiybrandperception • Meanwhile Black & Decker has poorassociation • Seen as a consumerproduct

  7. Why B&D’s 9% share in Tradesmen Segment? • Poor brand perception in Professional segment, perceived as having low quality products • “…Black and Decker makes a good popcorn popper, and my wife just loves her Dustbuster, but I’m out here trying to make a living…” Highest Lowest Makita Bosch Black & Decker Wen Milwaukee Hitachi Ryobi Porter Cable Skil Panasonic Craftsman (Sears)

  8. CompetitorsStrategy • Both Milwaukee and Makitaholdanedge in themarket • Milwaukee has strongbrandloyalty • Makitacontrolslargestmarket share • Differentiatedwith color and “wow factor”

  9. Option 3: ShifttoDeWalt • The Black & Deckernamecannotsurvive in the Professional-TradesmenSegment • DropcurrentnameforDeWalt • “IsOne of theBest” agreementsurvey • 63% DeWalt vs. 44% B&D

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