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

By Hernan A. Bruno,  Markus Christen,  Hilke Plassmann
Published 26 Aug 2013
Reference 5641
Topic Marketing
Industry Marketing and Advertising
Region Global
Length 10 page(s)
Language English
Inspection copy
6.00
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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
Related case to use with this case

Archibald's Black & Decker (B): All Aboard For DeWalt

By  Markus Christen,  David A. Soberman

    Add to cart
    About the authors
    Bruno

    Hernan A. Bruno

    Christen

    Markus Christen

    Plassmann

    Hilke Plassmann

    Associate Professor of Marketing

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