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Issue:

Business

 

Written by:

Jill M

 

Date added:

November 14, 2015

 

Level:

University

 

Grade:

A

 

No of pages / words:

2 / 366

 

Was viewed:

7342 times

 

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Essay content:

At a macro level B& D has not been able to satisfy or influence the consumer behavior in the tradesman division. Some of the factors contributing in the present situation are: 1. This is a clear case of misperception on the part of tradesmen, who believed that B&D tools weren’t good enough for construction sites...
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Most professional tradesmen carpenters, painters etc had the view “Just stay away from that Black & Decker”. This perception was mainly due to B&D’s leadership position in the consumer market with 45% Segment share which perpetuated the view that B&D brand was only good for consumer products and home tools...
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