白领商务英语－经典商务英语案例14：BLACK & DECKER

ON THE JOB: FACING BUSINESS CHALLENGES AT BLACK & DECKER

Power- Tool Maker¹ Has a Remodeling Project of Its Own

Nolan Archibald had a bit of a mess on his hands. He had recently been promoted to chairman and CEO of Black & Decker, a multibillion-dollar power-tool manufacturer that was having profit problems and losing market share. Most troublesome, the company was generally annoying many of the wholesalers and retailers⁴ it relied on to sell products to consumers and construction professionals.

The company had developed a reputation for being arrogant⁵, to put it mildly. In the words of a former Black & Decker employee, referring to Archibald's predecessors⁶: "Management seemed to think it had the answer to every question and would generously impart its wisdom to the masses:' Such an attitude nearly got Black & Decker kicked out of Wal-Mart, the largest retailer³ in the United States. Not the best plan for selling products, to say the least.

In addition, inventory⁷ shortages plagued retailers. If a Black & Decker product turned out to be popular with the public, retailers had a pretty good chance of run­ning out of it because Black & Decker put a lot of em­phasis on meeting its internal financial goals. The com­pany restrained production toward the end of the year to make sure its inventory levels dropped quite low. This practice made Black & Decker's financial statements look good, but it was driving retailers away.

To make matters worse, Archibald's predecessors had recently purchased General Electric's entire line of small household appliances (at the time, the biggest brand transfer in history), and although the new line of products provided a strong stream of revenue, it gave Black & Decker yet another distribution headache. Before the acquisition, most Black & Decker products were sold through hardware stores, home-improvement centers, mail-order retailers, and discount stores. To be successful, small appliances had to be sold through department stores as well, and Black & Decker had little experience in this area. Unfortunately the company tried to use the same approach it had used with power tools, which served only to alienate⁸ the department stores that had grown used to good treatment from General Electric.

How could Nolan Archibald repair the bad reputation that Black & Decker had gained with wholesalers and retailers? How could he combat the pressure from competitors who were trying to push Black & Decker off the shelf? How could he handle the new small appliances, given the company's lack of experience? In short, what steps could he take to ensure Black & Decker's survival and continued success?

Meeting Business Challenges at Black & Decker

 

It's hard to say which is more impressive: the speed at which Nolan Archibald and his colleagues turned around the corpo­rate culture or the thoroughness of the results. Black & Decker used to be a manufacturer driven by financial measurements; it is now well on its way to being Archibald's vision of a world­wide marketing⁹ powerhouse. The company's approach to man­aging its marketing channels is a central component¹⁰ of the new Black & Decker.

The change started with strategic planning, as it should. In Archibald's own words: "You analyze¹¹ the problems that are unique to the company and the industry and then determine what the strengths and weaknesses are. Then you develop a plan to leverage¹² the strengths and correct the weaknesses." Archibald and his colleagues made sure that marketing channels were a part of that strategic plan. Moreover, the new approach man­ages channels as a vital marketing resource, rather than simply as a pipeline¹³ for pumping products to customers.

The analysts¹⁴ who have observed Black & Decker's re­markable turnaround point out several aspects of channel man­agement that have been a vital part of the success. The first change was simple but most important: more respect for marketing in­termediaries. Black & Decker had a tough act to follow when it acquired General Electric's small-household-appliance line. Known as "Generous Electric" in some circles, GE went out of its way to be a good supplier. This effort included ample support of retailer promotions¹⁵, deep inventories¹⁶ to prevent product shortages in the stores, and a general level of respect for the people and organizations on the front line. Black & Decker's efforts to improve relations started by emulating¹⁷ this regard for retailers. Out of this new respect flowed assistance. Black & Decker took several important steps to help its channel partners. One of these was implementing¹⁸ a segmented channel strategy that focuses specialized¹⁹ sales assistance on the company's two major groups of customers: industrial or professional customers and retailers. This channel strategy allows Black & Decker to give each kind of intermediary the unique help it needs. Another key step was to train its sales force thoroughly²⁰, not only in master­ing product performance but also in helping²¹ retailers with in­ventory management, purchasing, and in-store product dis­plays. Also, the promotional budget was beefed up to help pull customers into retail² stores.

Giving assistance is now mutual²². Black & Decker estab­lished a number of dealer²³ advisory²⁴ panels, which retailers can use to give the company feedback on new products customers would like to see. By using its channel as a source of market­ing-research information, Black & Decker benefits by getting a better picture of customer needs, and the retailers benefit by be­ing able to deliver the right products.

Coordinated²⁵ physical distribution is another change that helps both the company and its intermediaries. To better mesh²⁶ its delivery systems with the needs of distributors and retailers, Black & Decker changed virtually every aspect of its physical distribution. This overhaul²⁷ included new locations for distri­bution centers, modified transportation policies, and more pow­erful systems for managing and coordinating²⁸ information.

Increasing the number of products held in inventory is another important step. Maintaining a deeper inventory gives retailers the confidence that they'll be able to keep up with de­mand, particularly during the Christmas shopping season, when many tools and small appliances are purchased.

Yet another element in Black & Decker's strategic plan is growth through acquisition, which has been tied closely to mar­keting channel management. The $2.8 billion purchase of Emhart is a good example. Some observers criticized the move, which gave Black & Decker a big presence in hardware. How­ever, the logic²⁹ was clear after a second look: Some of Emhart's products (like lawn and garden tools, sprinkler systems, locks, and faucets) fit in perfectly³⁰ with Black & Decker's existing con­sumer goods channels; other Emhart products mesh well with the industrial channels. The units of Emhart that didn't align³¹ with the existing marketing channels were put up for sale.

Black & Decker's dramatic turnaround is convincing evi­dence of the importance of managing marketing channels effec­tively. Its sales are growing in every channel of distribution it uses. In fact, the company is starting to be praised as a strong mar­keting organization that helps create demand for its retailers.

1 maker   

n.制造者，制造商

参考例句：

• He is a trouble maker，You must be distant with him.他是个捣蛋鬼，你不要跟他在一起。
• A cabinet maker must be a master craftsman.家具木工必须是技艺高超的手艺人。

2 retail   

v./n.零售；adv.以零售价格

参考例句：

• In this shop they retail tobacco and sweets.这家铺子零售香烟和糖果。
• These shoes retail at 10 yuan a pair.这些鞋子零卖10元一双。

3 retailer   

n.零售商(人)

参考例句：

• What are the retailer requirements?零售商会有哪些要求呢？
• The retailer has assembled a team in Shanghai to examine the question.这家零售商在上海组建了一支团队研究这个问题。

4 retailers   

零售商，零售店( retailer的名词复数 )

参考例句：

• High street retailers reported a marked increase in sales before Christmas. 商业街的零售商报告说圣诞节前销售量显著提高。
• Retailers have a statutory duty to provide goods suitable for their purpose. 零售商有为他们提供符合要求的货品的法定义务。

5 arrogant   

adj.傲慢的，自大的

参考例句：

• You've got to get rid of your arrogant ways.你这骄傲劲儿得好好改改。
• People are waking up that he is arrogant.人们开始认识到他很傲慢。

6 predecessors   

n.前任( predecessor的名词复数 )；前辈；（被取代的）原有事物；前身

参考例句：

• The new government set about dismantling their predecessors' legislation. 新政府正着手废除其前任所制定的法律。 来自《简明英汉词典》
• Will new plan be any more acceptable than its predecessors? 新计划比原先的计划更能令人满意吗？ 来自《简明英汉词典》

7 inventory   

n.详细目录，存货清单

参考例句：

• Some stores inventory their stock once a week.有些商店每周清点存货一次。
• We will need to call on our supplier to get more inventory.我们必须请供应商送来更多存货。

8 alienate   

vt.使疏远，离间；转让(财产等)

参考例句：

• His attempts to alienate the two friends failed because they had complete faith.他离间那两个朋友的企图失败了，因为他们彼此完全信任。
• We'd better not alienate ourselves from the colleagues.我们最好还是不要与同事们疏远。

9 marketing   

n.行销，在市场的买卖，买东西

参考例句：

• They are developing marketing network.他们正在发展销售网络。
• He often goes marketing.他经常去市场做生意。

10 component   

n.组成部分，成分，元件；adj.组成的，合成的

参考例句：

• Each component is carefully checked before assembly.每个零件在装配前都经过仔细检查。
• Blade and handle are the component parts of a knife.刀身和刀柄是一把刀的组成部分。

11 analyze   

vt.分析，解析 (=analyse)

参考例句：

• We should analyze the cause and effect of this event.我们应该分析这场事变的因果。
• The teacher tried to analyze the cause of our failure.老师设法分析我们失败的原因。

12 leverage   

n.力量，影响；杠杆作用，杠杆的力量

参考例句：

• We'll have to use leverage to move this huge rock.我们不得不借助杠杆之力来移动这块巨石。
• He failed in the project because he could gain no leverage. 因为他没有影响力，他的计划失败了。

13 pipeline   

n.管道，管线

参考例句：

• The pipeline supplies Jordan with 15 per cent of its crude oil.该管道供给约旦15%的原油。
• A single pipeline serves all the houses with water.一条单管路给所有的房子供水。

14 analysts   

分析家，化验员( analyst的名词复数 )

参考例句：

• City analysts forecast huge profits this year. 伦敦金融分析家预测今年的利润非常丰厚。
• I was impressed by the high calibre of the researchers and analysts. 研究人员和分析人员的高素质给我留下了深刻印象。

15 promotions   

促进( promotion的名词复数 )； 提升； 推广； 宣传

参考例句：

• All services or promotions must have an appeal and wide application. 所有服务或促销工作都必须具有吸引力和广泛的适用性。
• He promptly directed the highest promotions and decorations for General MacArthur. 他授予麦克阿瑟将军以最高的官阶和勋奖。

16 inventories   

n.总结( inventory的名词复数 )；细账；存货清单（或财产目录）的编制

参考例句：

• In other cases, such as inventories, inputs and outputs are both continuous. 在另一些情况下，比如存货，其投入和产出都是持续不断的。
• The store must clear its winter inventories by April 1st. 该店必须在4月1日前售清冬季存货。

17 emulating   

v.与…竞争( emulate的现在分词 )；努力赶上；计算机程序等仿真；模仿

参考例句：

• The possibilities of producing something entirely new by emulating nature's very wide crosses are enticing. 用自然界的非常广泛的杂交方法创造出全新植物种的可能性是诱人的。 来自辞典例句
• The human emulating this archetypal patterning will be quite the accomplished businessperson. 这类原型模式者会是一个很成功的商人。 来自互联网

18 implementing   

v.实现( implement的现在分词 )；执行；贯彻；使生效

参考例句：

• -- Implementing a comprehensive drug control strategy. ――实行综合治理的禁毒战略。 来自汉英非文学 - 白皮书
• He was in no hurry about implementing his unshakable principle. 他并不急于实行他那不可动摇的原则。 来自辞典例句

19 specialized   

adj.专门的，专业化的

参考例句：

• There are many specialized agencies in the United Nations.联合国有许多专门机构。
• These tools are very specialized.这些是专用工具。

20 thoroughly   

adv.完全地，彻底地，十足地

参考例句：

• The soil must be thoroughly turned over before planting.一定要先把土地深翻一遍再下种。
• The soldiers have been thoroughly instructed in the care of their weapons.士兵们都系统地接受过保护武器的训练。

21 helping   

n.食物的一份&adj.帮助人的，辅助的

参考例句：

• The poor children regularly pony up for a second helping of my hamburger. 那些可怜的孩子们总是要求我把我的汉堡包再给他们一份。
• By doing this, they may at times be helping to restore competition. 这样一来, 他在某些时候,有助于竞争的加强。

22 mutual   

adj.相互的，彼此的；共同的，共有的

参考例句：

• We must pull together for mutual interest.我们必须为相互的利益而通力合作。
• Mutual interests tied us together.相互的利害关系把我们联系在一起。

23 dealer   

n.商人，贩子

参考例句：

• The dealer spent hours bargaining for the painting.那个商人为购买那幅画花了几个小时讨价还价。
• The dealer reduced the price for cash down.这家商店对付现金的人减价优惠。

24 advisory   

adj.劝告的，忠告的，顾问的，提供咨询

参考例句：

• I have worked in an advisory capacity with many hospitals.我曾在多家医院做过顾问工作。
• He was appointed to the advisory committee last month.他上个月获任命为顾问委员会委员。

25 coordinated   

adj.协调的

参考例句：

• The sound has to be coordinated with the picture. 声音必须和画面协调一致。
• The numerous existing statutes are complicated and poorly coordinated. 目前繁多的法令既十分复杂又缺乏快调。 来自英汉非文学 - 环境法 - 环境法

26 mesh   

n.网孔，网丝，陷阱；vt.以网捕捉，啮合，匹配；vi.适合； [计算机]网络

参考例句：

• Their characters just don't mesh.他们的性格就是合不来。
• This is the net having half inch mesh.这是有半英寸网眼的网。

27 overhaul   

v./n.大修，仔细检查

参考例句：

• Master Worker Wang is responsible for the overhaul of this grinder.王师傅主修这台磨床。
• It is generally appreciated that the rail network needs a complete overhaul.众所周知，铁路系统需要大检修。

28 coordinating   

v.使协调，使调和( coordinate的现在分词 )；协调；协同；成为同等

参考例句：

• He abolished the Operations Coordinating Board and the Planning Board. 他废除了行动协调委员会和计划委员会。 来自辞典例句
• He's coordinating the wedding, and then we're not going to invite him? 他是来协调婚礼的，难道我们不去请他？ 来自电影对白

29 logic   

n.逻辑(学)；逻辑性

参考例句：

• What sort of logic is that?这是什么逻辑？
• I don't follow the logic of your argument.我不明白你的论点逻辑性何在。

30 perfectly   

adv.完美地，无可非议地，彻底地

参考例句：

• The witnesses were each perfectly certain of what they said.证人们个个对自己所说的话十分肯定。
• Everything that we're doing is all perfectly above board.我们做的每件事情都是光明正大的。

31 align   

vt.使成一线，结盟，调节；vi.成一线，结盟

参考例句：

• Align the ruler and the middle of the paper.使尺子与纸张的中部成一条直线。
• There are signs that the prime minister is aligning himself with the liberals.有迹象表明首相正在与自由党人结盟。