The 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.
Customer Orientation (10 points)
screwdriver and power screwdriver. Using a customer journey map, discuss whether the customer experience of the GyroTM is evidence of a customer orientation.
Product (7.5 points)
Price (7.5 points)
Place (7.5 points)
Promotion (7.5 points)
Strategy (10 points)
Black & 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.
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