Abstract:

Black and Decker hedge trimmers have for a number of years shown steady growth in a market in which they are the clear leaders, making them a profitable line. However, recent evidence suggests that this growth rate is slowing down, indicating that the market as it currently exists is reaching saturation point, even though the potential penetration of the product is much higher. Given these factors, it is necessary to provide a new lease of life for the product; this can, of course, be done in a number of ways. For example:

1. Re-positioning the product through creative advertising developments;

2. Redesigning the product to be suitable for a wider range of functions in order to increase its perceived usefulness;

3. Reducing the cost of the product, in line with a corresponding reduction in quality and durability.