- Why is Makita outselling Black & Decker 8 to 1 in an account which gives them equal shelf space? (case opening paragraph)
- Why are Black & Decker's shares of the two professional segments - industrial and Tradesmen - so different? What is a Tradesman looking for in a power tool?
- What, if anything, do you learn from B&D's consumer research?
- Joe Galli's objective is "to develop and gain corporate support for a viable program to challenge Makita for leadership" in the Tradesmen segment (p. 1). To gain support, the minimal share objective would have to be "nearly 20% within three years, with major share 'take-away' from Makita." How realistic is this?
- If you think Galli should pursue a "build share" strategy, what positioning and supporting actions do you recommend?
- Be specific about what you would do and remember you have at least three audiences to please:
Field of study:
