How does Black & Decker uses market segmentation?

Black & Decker revolutionized the power tool industry and established the modern power tool industry. The firm has long dominated the industry as the world’s leading producer and marketer of power tools and power tool accessories. No other manufacturer is close to matching Black & Decker’s global distribution capabilities in the do-it-yourself market.

Power tool manufacturers compete on such variables as price, quality, product design, product innovation, brand-name reputation, size and strength of retail dealer networks, and after-sale service.

Black & Decker first addressed the needs of customers has smaller, easier-to-use tools. Black & Decker has continuously worked to learn about its customers. At least three distinct markets are identified for the power tool business: Do-It-Yourselfers, Serious Do-It-Yourselfers, and professional. The Do-It-Yourselfers category consist of primarily ho...