Back to search

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

By Markus Christen,  David A. Soberman
Published 26 Aug 2013
Reference 5641
Topic Marketing
Industry Marketing and Advertising
Region Global
Length 3 page(s)
Language English
Inspection copy
6.00
Add to cart
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 (A): Solving a Classic Marketing Problem in the Power Tools Division

By  Hernan A. Bruno,  Markus Christen,  Hilke Plassmann

    Add to cart
    About the authors
    Christen

    Markus Christen

    Soberman

    David A. Soberman


    Recommended Cases

    Dow Corning Corp. - The Silicone Pioneer: Meet Customer Needs, Exactly

    By  Markus Christen,  Monica Wadhwa
    Add to cart
    Dow Corning has relied on innovation since its inception but is now facing increasing commodotization of a significant part of its product line. The case is about how customer needs change as markets evolve and mature. In response, the company applied a customer-focused marketing approach to understand how their needs - and therefore customer segments - had evolved over the years.
      View case

      Renova Toilet Paper: Avant-garde Marketing in a Commoditized Category

      By  Yakov Bart,  Pierre Chandon,  Steven Sweldens,  Raquel Seabra de Sousa
      Add to cart popular award extra
      Paulo Pereira da Silva, a Swiss-trained physicist and CEO of Renova, a privately-owned Portuguese paper company, was attending a Cirque du Soleil show when he first came up with the idea of black toilet paper. To see how far-fetched the idea is, bear in mind that toilet paper is a highly commoditized category with sluggish growth and little innovation.
        View case

        The Renault-Nissan Alliance

        By  Mark Hunter,  Yves L. Doz
        Add to cart
        In 1998, Renault proposed an alliance with Nissan, the Japanese auto manufacturing giant which was in financial trouble. Subsequently, a Renault team led by Carlos Ghosn helped Nissan achieve one of the most spectacular turnarounds in recent history. The alliance partners continued to grow through synergies of distribution, manufacturing and know-how that enabled significant cost reductions.
          View case