BLACK AND DECKER CASE REPORT Prepared by: Gizem Yalcin Rikdeep Samra Ipek Kucuk Ali Gencalioglu Baris Genc 9 October 2014 1 BLACK & DECKER CASE WRITE-UP Executive Summary Although B&D has maintained the top market share position in the 'Consumer' and 'Industrial' segments and is a highly respected company in power tools, its market share merely adds up to a 9% in ‘Tradesmen’ where their biggest competitor Makita has 50%. Regardless the high quality, reasonable price and high reputation, B&D has negative brand associations. Due to low segment share, lack of profitability and low margins, top managers set goals for the sake of B&D’s future. The quantitative goals of the company involve doubling market share to 20% in 3 years, most being Makita's …show more content…
Making changes to 4P's can boost the product image to the consumers and suppliers. Emphasis on the product itself and promotion since it'll be a starter brand. Benefits which focus on the reliable image of DeWalt combined with having separate brands with their own strengths outweigh the drawbacks arising from a fresh brand and reconstructing the company's structure. Overall strategy is to have a newer, reliable, 'for professional use' brand while keeping B&D image …show more content…
DeWalt, having a strong brand image, awareness and respected place amongst tradesmen, allows B&D to strengthen its position in the professional-tradesmen segment. Considering the options; harvesting segment focuses on short term profitability however having a larger share in this lucrative market is a priority for B&D. Moreover, sub-branding allows maintaining a high brand awareness level while ignoring the negative perception amongst tradesmen. B&D has negative associations in tradesmen’s mind, but DeWalt doesn't. Considering the segment analysis(Exhibit 3), performance and prestige are essential. Hence, key attribute and competitor-against positioning strategy can be used together to achieve the targeted market share by leveraging high performance & quality in marketing strategy. 2) Action Plan: Using DeWalt for tradesmen segment is an advantage for B&D; however, an intensive marketing strategy process requires time, effort and resources. With some alterations, marketing mix will be attractive for tradesmen, consistent with marketing strategy. a) Product: Makita outselling B&D wasn't because of quality or price, but due to the perception of the brand. Hence, existing product can be used with small
Luckily, Stryker can reduce the bargaining power of buyers by creating a large customer base. Stryker can also combat this through the innovation of new products and services, and in turn this will deter customers from going to Stryker’s competitors. Threats of New Entrants As new entries emerge into the Medical Devices and Equipment industry, it brings new innovations and pricing strategies. Stryker can try and counteract new entrants by being innovative themselves, lowing their fixed cost per product, continuing to pour money into research and
Janmar Coatings, Inc. In-Depth Case Analysis Prepared by: Elliot Thome In partial fulfillment of the requirements of Marketing Management and Policies Submitted February 26th, 2015 Case Synopsis In early January 2005, Ronald Burns, president of Janmar Coatings, Inc., and his senior management executives were faced with the issue of deciding where and how to deploy corporate marketing efforts among the various markets served by the company.
Introduction A company’s success is measured by how well it is structured and organized in order to adapt to the changes in environment as well as the changes within itself such as the company’s scale, employees, product scope, etc. Having a suitable, well-structured organizational frame will not only increase the chance of being success but also prolong the company’s lifespan compared to an un-structured one. It is important to note that an organization’s structure needs to fit in with the current situation and does not necessarily required remain unchanged over time. Taking Dynacorp as an example, even though its functional structure contributed to the vast growth of the company at the start, its limitation in dealing with the changes within
With that in mind, The Home Depot has two generic brand products within the store one is HDX that could be found in almost every department of the store, this product usually doesn’t carry a warranty and for the most part it is built for residential use due to it lower prices and quality point. Whereas, Husky is the other company’s house brand, in which this product carries a warranty and a bit more expensive but with great quality. Meaning the stages of products, whether new or old go through or their growth in the market place that is influenced by Market Demand. For instance, Managers in Leadership need to know what stage a product is in due to the benefit of a devise marketing program for product sales due to, a product goes beyond itself if its presented to the store proper, the way it is packed and the service as well customer service and warranties that is offered for the product from within the company. (Ehmke, Fulton, Lusk, 2005).
What types of marketing strategies is chick-fil-A following? The type of strategy that the founder and CEO S. Truett Cathy developed for Chick-Fil-A was a target marketing strategy. The reason is because S. Truett Cathy focused on building the companies and other strategies that he used around his Christianity beliefs. Chick-Fil-A also made sure that every employ focused on delivering the best service they could to every customer that they served.
The adoption of new technologies and trends is being facilitated in the industry for the competition and the customer’s overall experience. Many suppliers that are having similar strategies face a strong competition. The barriers for exiting the markets are high. Products and services of are undifferentiated leading the customer to focus on the prices offered. Low market growth, so it can be increased only by taking another firm’s market share.
2.2 Industry Analysis - Porter’s 5 Forces Analysis Threat of Substitutes Bicycles and services from unknown manufacturers can provide huge substitution threats. Just as alarming for bicycle manufacturers is the internet: it is developing as an excellent medium for cheap marketing services. The price that consumer are willing to pay for a product is depends the quantity and the availability of substitute products. When a close substitute for a product is exist, industry profitability is suppressed because consumer will pick out if the price are high. Example consumer will compare the price of other bicycles with this bicycle in terms of quality and appearance, a customer can easily get another bicycle which is less difference but in more cheaper
QUESTION 1 Q1: How serious is the threat of DJC to American Connector Company? In the case of DJC establishing a Kawasaki – style plant in the US, Sunnyvale would be competing directly with Kawasaki’s high volume / low cost products and faces the possibility of losing lower margin, price sensitive customers. The extent of threat of DJC to American Connector Company can be analysed based on the following factors: 1.
While many manufacturers rely on third party retailers to sell their products, it has become important for manufacturers to add a direct-to-consumer mix in their distribution supply chain strategy (Diorio, 2016). As a result, Dyson should sell the new product directly to consumers through its website. In addition, by selling the new vacuum directly to consumers at its existing brick-and-mortal stores Dyson will have the opportunity to demonstrate the technology in person and provide a world-class customer experience (Cuthbertson, 2016). However, until it becomes realistic for the firm to establish a wide network of physical stores, Dyson should market the new vacuum through retailers.
In the “Alpha – Beta” exercise, we played the role of Beta – the leading electrical manufacturer
Firstly, the Boston Consulting Group (BCG) matrix that concentrate the market position of different products. Secondly, the experience curve and the Profit Impact of Market Strategies model which identified a number of strategic variables. Furthermore, competitive advantages model (Porter, 1985) which focus on five different forces in environment of organization, but suit with only stable market. Generic strategy was developed strategies under this school, especially it can identify position in the market. Advantages: -Provide content in a systematic way to the existing way of looking at strategy -Particularly useful in early stage of strategy development, when date is analyzed -This school emphasis on analysis and calculation can be a very strong support to the strategy development process -This strategy suit with big businesses or organization which have ability for operate effective market research in the environment
Major Business propositions for Woodmere and HomeHelp The business proposition for Woodmere in this case study is as follows. Woodmere would be able to secure an exclusive distribution with HomeHelp, which is a market leader in Home Decorating retail market, if it can implement time-based logistics. Woodmere’s prospective customer segment is heavily consolidated resulting in stiff competition.
1.1 Background of the case The chosen company is Lenovo Group Limited which is a multinational technology company that is headquartered in Beijing, China. Established in 1988, Lenovo is the largest information technology enterprise in China, engaged primarily in the sale and manufacturing of personal computers, mobile telephone handsets, computer servers and printers, in China. It has been the market leader for seven consecutive years, commanding a 27 per cent share of the domestic PC market in 2003. It is also the market leader in the Asia Pacific region (excluding Japan), with a market share of 12.6 per cent in 2003.
First, from the beginning of the classes I was able to design and implement marketing/business strategies in particular areas only. After that, I am able to create long-term and mutually beneficial exchange relationships between an entity and the publics with it interact. Moreover, the strategic marketing analysis & planning process such as internal & external situation assessment, strategy formulation, positioning and marketing mix were taught during lessons in detail that integrated my marketing knowledge. And as a result I also became aware with a range of new issue of marketing management and the marketing tactics in particular that were resulted from the product and branding strategy. I found strategic marketing analysis and planning of this project more challenging than
Formation Bosch is a German multinational engineering and electronics company headquartered in Gerlingen, near Stuttgart. It is the world's largest supplier of automotive components. The company was founded by Robert Bosch in Stuttgart in 1886.