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Black And Decker Case Analysis

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MAN432 Group #3 08.10.2014 Black & Decker Case Write-Up Executive Summary Black & Decker is a company that operates in three segments which are; Consumer Tools, Professional-Tradesmen Tools and Professional-Industrial Tools. The company is a market leader in the Consumer Tools and Professional-Industrial Tools segments; however, they face problems in the Professional-Tradesmen Tools segment due to a variety of reasons. Black & Decker is #7 on the ‘brand power’ list and it is a brand which is generally perceived positively but the negative perception towards the Tradesmen Tools products damages this image of the company. Research has shown that the Professional-Tradesmen Tools products are perceived as low quality and non-durable and that people

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