Since their downfall in 1998, CGC started making some changes. They reduced
the workforce, underperforming accounts were closed, and noncore businesses were
discontinues. CGC had also raised a number of questions regarding their product,
partners and camp
o Non professional consumers (chart)
o Weak on pro-tradesmen
Weak, for house holds
Brand name (benefit)
Their background, used to being on their own and now new
companies emerged so they have more competition, have to make
Makita has been successful among the tradesmen segment, but it also has its
weaknesses on different dimensions. To attack Makita I would start by focusing on their
lack of household tools. If they arent able to produce tools for a household how can they
Outline of First Half of the Semester
1. Welcome to the World of Marketing
What is Marketing? What is NOT Marketing?
o Any business activity that satisfy customer profitability (MGMT 324 Definition).
Meeting Customers needs.
First unmet need
o Lack of accommodations
Second unmet need
Third unmet need