$1.$ What is the main problem Black and Decker $($B&D$)$ is facing? Use a SWOT analysis to highlight the company's strengths, weaknesses, opportunities, and threats.

$2.$ The case refers to $3$ segments. Outline the buying process for the Tradesmen segment, specifying the forces of influence at each stage. $($You may use the chart below as an appendix for this$)$

Internal

Influences Social

Influences External

Influences Benefits $/$ points of value or delight Pain

points

Need awareness

Interest $/$ info search

Evaluation of options

Choice

Consumption

Post$-$consumption

$3.$ What is the cause of B&D$\text{'}$s poor share in the Pro$-$Tradesmen segment? What matters to tradesmen when they buy tools?

$4.$ How might you change elements of the marketing mix $(4$Ps$)$ to better serve the needs of the Tradesmen?