Black & Decker GyroTM
(http://www.blackanddecker.com/gyro) recently won a Bronze Edison Award in the
Household category. Briefly, the Edison Awards, voted on by more than 3,000
senior business executives and academics, recognize and honor the year’s best
innovations in the spirit of Thomas Edison.
- The Black & Decker GyroTM provides a different customer experience
than the traditional
screwdriver and power screwdriver. Using
a customer journey map, discuss whether the customer experience of the GyroTM
is evidence of a customer orientation.
recommendations would you make to increase the customer lifetime value of
a Black & Decker customer?
- Analyze the positioning of the
Black & Decker GyroTM.
What recommendations would you provide to differentiate the product from
the other power screwdriver offerings of Black & Decker?
- Analyze the pricing strategy of the
Black & Decker GyroTM.
Justify your recommendations in view of the pricing implications of the
product life cycle and price elasticity.
the channel strategy of Black & Decker in terms of customer reach,
operating efficiency, and service quality.
- Stanley Black & Decker, the
parent company of Black & Decker, engages in two brand programs,
partnerships with the English Premier League and This Old House, that
specifically feature Black & Decker. Compare and contrast these two
brand programs in terms of creating brand awareness and brand
Black & Decker currently holds a market share of approximately forty
percent in the US market with their portfolio of brands. In 2012,
approximately half of Stanley
& Decker’s $10.2 billion in revenue came from the construction and do it
yourself (CDIY) market segment. Further, forty-eight percent of Stanley Black
& Decker’s CDIY revenue came from outside the US (Europe – 19%, Canada,
Australia, and Japan – 10%, and emerging markets – 19%). Recent forecasts
expect the global power tools market to grow at a compound annual growth rate
of approximately fifteen percent from 2014-2019. In particular, analysts
forecast demand in the US and emerging markets to see the highest growth.
Competition for this growth, however, is also expected to increase as Chinese
brands, such as Positec (sold in the US under the brand name WORX), are
entering the global marketplace.
Given the current situation, identify and justify
the strategic direction(s) (offensive, defensive, or combination) you would
recommend Stanley Black & Decker follow for the next five years.
I need a plagiarism-free paper!
Deadline: Thursday 5/16/2013