Marketing Case Study1 - What are the strengths of Makita,...

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Makita strengths Since its entry into the market in 1978, Makita had staked out leadership positions in virtually all products and distribution types within the Professional-Tradesmen segment Rise to marketplace dominance aided by the rapid development of Home Center distribution (i.e. Home Depot) Despite the price premium over B&D, Makita’s prices on some products were less than half of what the product sold for in Makita’s home market, Japan, where Makita was #2 in market share Highly differentiated in color (teal) o Generally regarded as a significant product differentiator Milwaukee strengths Sell only in the high end of the market (first-tier supplier in Professional-Industrial segment) “Makes a nice reciprocating saw” Differentiated color (red) 80% considered it “One of the Best” Agreement Data Maintained the #1 market share position in the Consumer and Professional-Industrial segments
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This note was uploaded on 09/08/2011 for the course MAR 3023h taught by Professor Kim,j during the Spring '08 term at University of Central Florida.

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Marketing Case Study1 - What are the strengths of Makita,...

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