Identify and analyse the key issues that had affected the sales in the Tradesman segment and thereafter, develop a marketing strategy to challenge Makita for leadership in the segment.

... 1.0 Introduction 1.1 Purpose of the report Incorporated in 1910, Black & Decker (B&D) is a global manufacturer of power tools and accessories hardware, home improvement products and technology-based fastening system. Its well-recognised brand name products sold in over 100 countries. In the power tool industry, the company is involved in all the segments; i.e. Professional-Industrial, Professional-Tradesman and Consumer. In the United States market, B&D dominates the industrial and consumer segments. However, it is not the same for the tradesman segment. Makita, a Japanese manufacturer has the largest market share of nearly 50% in the Tradesman segment as compared to B&D's 9%. Therefore, in this report, I will identify and analyse the key issues that had affected the sales in the Tradesman segment and thereafter, develop a marketing strategy to challenge Makita for leadership in the segment. 1.2 Limitation of the report There are a number of limitations in this study. First, the fact

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