Abstract
Black & Decker is an American corporation that is well-known for power tools and home appliances. The Makita Corporation is a japaneese corporation. The company is mainly reputated as a manufacturer of professional power tools, with a focus on cordless tools (80% share). Makita tools only come in a distinctive teal color. Milwaukee is also well-settled, with 10% of the market share.
Both companies succeed thanks to their high quality products, which became positive perceptions for the two brands in professionals' mind (B&D research). Makita has also a strong communication strategy (advertising, AMA Motocross Racing sponsorhip …). That's also one of the reasons explaining why the firm is leading the market with 50% of the market share.
Therefore, Black & Decker feels very concerned and tries to regain its market share leadership in this particular segment of the market. The firm has to find ways to succeed, especially by focusing on its Marketing strategy. B&D must strenghten its image recognition. Lastly, Black & Decker could also probably benefit from the average feeling that retailers have got towards Makita.
