Black And Decker Globalization Strategy
This is the first 1,000 characters of 3173 words (12.69 pages) in the essay titled Black And Decker Globalization Strategy
|Black and Decker Globalization Strategy
Black and Decker's DeWalt line has been so successful in the USA that it is now the standard for both the Professional-Industrial and the Professional-Tradesman market segments. Nolan Archibald, Chairman, President and CEO of Black and Decker (B&D) saw the potential in 1994 to increase the companies market share through worldwide sales of B&D products.
While the company had a definite presence in the European Consumer Power Tools market segment, it lacked penetration in the Professional Power Tools segment.
On the other hand, in Japan, where there was a huge market for professional power tools, B&D's market penetration was negligible compared to its competitors.
B&D's vision for DeWalt is to be the global "Value Power Tool" provider of choice for every Professional Tradesperson and all worldwide Industrial markets. Based on the facts, the product managers of the DeWalt line have developed a global strategy based on the f...
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