Red lobster

1259 Words Nov 8th, 2013 6 Pages
This form can be used to organize your thoughts about a case. As you perform your analysis remain open to the fact that your interpretation of the facts may change and therefore you should constantly revisit your answers.

Define the Problem: Describe the type of case and what problem(s) or issue(s) should be the focus for your analysis.

It is a decision case, in which Joseph Galli as the vice president of sales and marketing need to propose a solution to the company directors, in order to regain the market share in tradesmen segment.

The major problem is that B&D has enjoyed leading brand name and good quality, but they did not perform as good in tradesmen segment as in consumer segment and industrial segment.

List any
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1 among all brands, compared to 90% of Makita and 95% of Milwaukee. However, only 44% of the respondents agreed that B&D is one of the best, compared to 80% for Milwaukee and 67% for Makita.

Describe the results of your analysis: What evidence have you accumulated that supports one interpretation over another.

B&D, as the market leader in industrial and consumer segment, did not perform well in tradesmen segment. It is mainly due to:
1. Competitors, such as Makita and Milwaukee, seized the development opportunity of tradesmen segment and the changing of distribution channel. The home centers are now playing more important role.
2. B&D was definitely leader in consumer segment. However the perception that B&D was only for home had affected the tradesmen segment. The tradesmen thought B&D are not professional enough. But its competitors positioned themselves as professional suppliers.

However, B&D have very strong brand name and wide range of its products.

The distributors do not like Makita , since Makita also sells products in discount clubs. It will be a future opportunity for B&D to increase its presenceamong these distributors.

Drop B&D brand from tradesmen segment and use DeWalt brand can be a good choice. Below are some reasons:
1. Continue to use B&D for both consumer and tradesmen is not useful to build a professional image for the tradesmen.
2. DeWalt brand received 7 0% awareness rating and most of those who knew it were
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