The document discusses marketing strategies for Black & Decker's power tools division. It describes how the company lost market share in the professional tradesmen tools segment to Makita Electric of Japan. Makita held 80% of the cordless drill market and 50% of the overall professional tradesmen tools segment, while Black & Decker only had 9% share. The case examines recommendations for how Black & Decker can regain market share from Makita.