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Issue:

Miscellaneous

 

Written by:

Virginia S

 

Date added:

August 20, 2013

 

Level:

University

 

Grade:

A

 

No of pages / words:

4 / 1044

 

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6132 times

 

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Essay content:

I recommend that B&D drop the name from its line of product tools sold at Home Depot, Lowe's and Ace Hardware. While internally this may not be a popular decision, the fact is that only 9% of this market segment believes that the creator of the power tool makes a power tool FOR THEM. B&D should leverage the strength of the DeWalt name with this market segment to create a new line of products that will appeal to Tradesmen...
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B&D should leverage the strength of the DeWalt name with this market segment to create a new line of products that will appeal to Tradesmen. Black & Decker Marketing Plan Customer: -Tradesmen ? Electricians, Plumbers, Carpenters, Framers, Roofers, and General Remodelers working in Residential construction -9% growth rate in 1990 -Purchase tools at Home Depot, Lowes, and Ace Hardware stores -$420MM market, B&D has only 9% market share -Color of product is a differentiator within this market; black/grey are considered consumer product colors -B&D is perceived as a strong consumer brand within this market -Purchasing habits ? Owns approximately $3K in power tools with life span of 3 years...
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