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English 1101 February 13, 2011 Mr. Norman Black & Decker (B&D) is a global manufacturer and the fields largest producer of power tools, power tool accessories, voltaic lawn and garden tools, and residential security hardwargon. The company was a induct in innovation and development of power tools and has used that posture to build strong brand names that enjoy widely distributed recognition. Key Causes for unfortunate Performance in the Professional-Tradesmen Segment The land B&D has performed poorly in the professional-tradesmen segment is cod to the positioning of the B&D brand in this segment. Poor positioning of the brand has resulted in customer confusion and negatively impacted customer perception of the brand in impairment of being a quality product. Any adjustments to B&Ds strategy in the professional-tradesmen segment must not have an adverse impact on their success in the consumer or professional-industrial segments. Therefore, a thorough understanding of the needs of to each one segment lead be important in construct a viable strategy to challenge Makita in the professional-tradesmen segment, term continuing to maintain share in the other two segments. This category consists of professionals who are buying a product for their proclaim use on a trading site.

Their livelihood depends on the quality and performance, as well as the reflection on their skills that using a particular tool brings from others on the job site. Since they are purchasing their own tools, this segment needs this proud quality performance at a reasonable price. However, since Makita and Milwaukee are both priced higher than B&D and are sightedness greater success in this category, tradesmen are clearly uncoerced to pay more for a product they perceive will be more effective for their use. Key needs for this commercialize segment include: does the job needed to be done, doesnt break down, produces high-quality results and more efficiently amounts the job done. Reliability and military capability - does the job every time and can be... If you want to get a full essay, order it on our website: Ordercustompaper.com

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