Black and Decker

1. Why is Makita outselling Black & Decker 8 to 1 in an account which gives them equal shelf space? (opening paragraph)
2. Why are Black & Decker‟s shares of the two professional segments – Industrial and Tradesmen – so different? Wouldn‟t you expect them to be similar?
3. What if anything, do you learn from B&D‟s consumer research?
4. Joe Galli‟s objective is “to develop and gain corporate support for a viable program to challenge Makita for leadership” in the Tradesmen segment. (pg 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?
5. If you think Galli should pursue a “build share” strategy, what actions do you recommend? Does the DeWalt idea have any merit? How about the sub-branding option?

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