Stanley Black & Decker (SWK) is a major player in the portable power tools industry. SWK competes in two different segments targeted at professional users. The tradesmen segment is targeted at electricians, plumbers, carpenters, etc.
who work in residential construction. This segment consists of people who buy their own tools and make a living with these tools. The industrial segment is made up primarily of commercial contractors working on large projects. In this industrial segment, tools used by the employees on large projects are typically purchased and owned by the company.
Despite the fact that SWK produces the same tools for both segments and each segment has the same competitors, SWK only leads the market leader in the industrial field. SWK’s sales are disappointingly low in the tradesmen segment. The differences in marketing effectiveness can be traced back to the ways in which these segments differ. The tradesmen segment is a consumer market whereas the industrial segment is a business market.
After reviewing the resources for this week, respond to the following:
•Explain the various ways in which these two markets are dissimilar.
•What should SWK do differently in the tradesmen segment in terms of marketing efforts versus marketing to the industrial segment?
•Give a specific example of a marketing approach that could be used for each segment.
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