Final answer:
Black & Decker employs a dual distribution strategy by selling the same or similar tools under different brand names, targeting the consumer market with Black & Decker and the business market with Dewalt.
Step-by-step explanation:
The channel strategy demonstrated when Black & Decker sells its tools in the consumer market under the Black & Decker name and basically the same tool to the business market using the Dewalt brand name is referred to as dual distribution. In dual distribution, a company uses different channels to sell the same or similar products to different markets or segments. In this scenario, Black & Decker targets the consumer market with its home brand while the Dewalt brand is positioned for the professional business market, thus differentiating product positioning based on the target audience while optimizing their market reach.The channel strategy demonstrated by Black & Decker, selling tools under the Black & Decker name in the consumer market and using the Dewalt brand name for the business market, is an example of dual distribution.
Dual distribution occurs when a company uses two different channels to distribute its products. In this case, Black & Decker uses the Black & Decker brand for the consumer market and the Dewalt brand for the business market, allowing them to differentiate their products and target different customer segments.This strategy enables Black & Decker to cater to the unique needs and preferences of both consumer and business customers, while maintaining brand consistency within each target market.