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Writer about Black and Decker Advertising Stratgey

Project id 1010312
Subject area Writing
Document type Essay
Words 2393
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The Black and Decker is the huge manufacturer of power tools and accessories, household goods, outdoor products and hardware. It has the number one market share position in the Client and Professional-Industrial segment but insignificant share at the Professional-Tradesmen section. Here I shall answer the questions presented in the situation and will make analysis so as to understand the problem and make some recommendation for Black and Decker circumstance. 1. Black and Decker has 9 % discuss compare to Makita 50 percent in Professional-Tradesmen segment because Black and Decker is mainly focused on Consumer and Professional-Industrial sections and has significant market share in these sections. Black and Decker connected much more as a consumer brand than as professional-tradesmen. This image has adverse influence on the professional segment. Anyway, Black and Decker offers variety of family merchandise and heavily advertise them. All these factors affect company’s image and contribute to the understanding of Black and Decker because of basically consumer tools oriented. The root of poor market performance amongst tradesmen are after: - Black and Decker name not appealing to professional market; - Black and Decker name associates with household goods; - Black and Decker has no access to the some channels which Makita has; - The variety of household products destroy the reputation of Black and Decker as a professional-tradesmen resources; - Presences of competitions (Makita, Milwaukee); - Insufficient distinction, distinctions between professional and consumer resources (same color); Variables that aren't reason for Black and Decker poor market performance among tradesmen: - Broad product line; - Price below most competitors; - Price direction; -...

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