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Decisions to be made The vice president of sales and marketing for power tools Joseph Galli must decide on a strategy if any to increase market share in the Professional-Tradesmen market If a strategy is chosen to pursue an increase in market share in this market then it must double their Professional-Tradesmen segment share from under 10 to nearly 20 within three years with major share take-away from Makita Relevant Facts Issues Target Market Perception Black Decker BD is a leader among power tool companies in supplying households with power tools However their success in the Consumer market has caused problems in other markets that they participate in The Professional-Tradesmen market consists of professionals that use power tools as a way to make their living Customers in the Professional-Tradesman market demand the highest quality tools and believe that their choice in power tools has a big impact on not only their work and services but also their image In their view a product used in the home cannot handle the workload required in their profession and thus will not use an inferior product This is a contribution as to why the success of BD in the Consumer market has prohibited success in the Professional-Tradesmen market Appendix A shows the current market share of BD in the Consumer Industrial and Professional-Tradesmen market segments The research shows that BD is behind Makita and Milwaukee in the Professional-Tradesman market If BD cannot prove to the majority of the customers in the Professional-Tradesmen market that BD power tools are superior to Makita and Milwaukee brands BD will unlikely be successful in this market segment ResearchStudies BD conducted research to determine what the customers in the Professional-Tradesmen market thought of different brands see appendix B and to compare the qualities of other brand power tools to their own see appendix C Studies showed that almost all the customers knew the BD brand but less then half 44 viewed
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