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Title: Doctor

Essay Details:

Subject: Business

Author: Gena H

Date: April 20, 2013

Level: University

Grade: A

Length: 2 / 366

Essay text:

At a macro level B& D has not been able to satisfy or influence the consumer behavior in the tradesman division. Some of the factors contributing in the present situation are: 1. This is a clear case of misperception on the part of tradesmen, who believed that B&D tools weren’t good enough for construction sites. Most professional tradesmen carpenters, painters etc had the view “Just stay away from that Black & Decker”. This perception was mainly due to B&D’s leadership position in the consumer market with 45% Segment share which perpetuated the view that B&D brand was only good for consumer products and home tools...

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