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
Summary

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.

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