Black & DeckerBlack & Decker (B&D) is a global manufacturer and the world's largest manufacturer of power tools, power tool accessories, lawn and garden power tools, and residential security hardware. The company has been a pioneer in the innovation and development of power tools and has used this position to build strong brands that enjoy global recognition. Major Causes of Poor Performance in the Professional Craftsman Segment The reason why B&D performed poorly in the professional craftsman segment is due to the positioning of the B&D brand in this segment. Poor brand positioning caused confusion among customers and negatively affected the perception of the brand as a quality product. B&D's Overall Performance in the Power Tool Industry Any changes to B&D's strategy in the professional tradesman segment should not have a negative impact on their success in the consumer or professional industrial segments. Therefore, an in-depth understanding of each segment's needs will be important to build a viable strategy to challenge Makita in the professional craftsman segment, while continuing to maintain share in the other two segments. _Segment _Consumers Segment Professionals-Artists This category is made up of professionals who purchase a product for personal use on a construction site. Their livelihood depends on the quality and performance, as well as the reflection on their skills that using a particular tool brings to others in the workplace. Since they buy their own tools, this segment needs high-quality performance at a reasonable price. However, since Makita and Milwaukee are both priced higher than B&D and are seeing greater success in this category, tradesmen are clearly willing to pay more for a product they believe will be more effective for their use. The key needs for this market segment include: Performance and quality: {text:change} gets the job done, doesn't break, produces high-quality results, and gets the job done more efficiently. Reliability and durability: It always does its job and can be used for a long period of continuous and heavy use. Safety support from the manufacturer: If your product breaks or malfunctions, access to replacement parts and support will be critical to maximizing performance uptime.