21 May WHY IS MAKITA OUTSELLING BLACK & DECKER 8 TO 1 IN AN ACCOUNT WHICH GIVES THEM EQUAL SHELF SPACE?
Why is Makita outselling Black & Decker 8 to 1 in an account which gives them equal shelf space? (opening paragraph) 2 Why are Black & Decker’s shares of the two professional segments – Industrial and Tradesmen – so different? Wouldn’t you expect them to be similar? 3.What if anything, do you learn from B&D’s consumer research? 4.Joe Galli’s objective is “to develop and gain corporate support for a viable program to challenge Makita for leadership” in the Tradesmen segment. To gain support, the minimal share objective would have to be “nearly 20% within three years, with major share ‘take-away’ from Makita.” How realistic is this? 5. If you think Galli should pursue a “build share” strategy, what actions do you recommend? Does the DeWalt idea have any merit? How about the sub-branding option?
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