Archibald's Black & Decker (A): Solving a Classic Marketing Problem in the Power Tools Division

Published 26 Aug 2013
Reference 5641
Topic Marketing
Region Global
Length 10 page(s)
Language English

Having turned around the financial performance of Black & Decker, CEO Nolan Archibald faces a significant decline in market share in one customer segment for its flagship product, power tools, as a result of strong competition from Makita, a Japanese manufacturer. Does this problem require a change to an otherwise successful brand?

Teaching objectives

To open a discussion of brands and the difference between brands and products, as well as an in-depth examination of brand positioning and brand portfolio management. Case (B) focuses on the implementation of a branding strategy through the company's sales force, allowing for a discussion about the relationship between marketing and sales.

  • Q41213
  • Branding, Brand Portfolio
  • Brand Positioning and Repositioning
  • Customer Analysis
  • Funnel Analysis
  • Sales and Market Share Problem
  • Competitive Strategy