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Selected Case

published: 26 Aug 2013

  • Topic: Marketing
  • Industry: Manufacturing Power Tools
  • Region: Global

Abstract:
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?

Pedagogical 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:
Branding, Brand Portfolio, Brand Positioning and Repositioning, Customer Analysis, Funnel Analysis, Sales and Market Share Problem, Competitive Strategy

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