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Sarah Renfro Marketing 553, Fall '04 September 30, 2004 Black & Decker Case Analysis Black & Decker is the creator of the portable power drill and one of the most powerful brand names in the world. Research studies have shown Black & Decker's professional tools to be the highest quality in the power tool industry and Black & Decker enjoys top market share in the consumer household products industry and several categories of the power tool industry. The problem presented in this case is that Black &Decker's stellar brand reputation does not extent to the Tradesman category of the power tool industry, where competitor Makita is dominant. Black & Decker's 9% market share in the Tradesman category is incongruent to its #1 market share in the Consumer and Industrial segments. The Tradesman category was the fastest growing of the three categories in 1990. Black & Decker's product research showed that the share problem with Tradesman was...

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