Black and Decker's core technological competency is in 200 to 600 W electric motors. All of their products are modifications of this basic technology (with the exception of their work benches, flash lights, battery charging systems, toaster ovens, and coffee percolators).
They produce products for three markets:
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the home workshop market – in the home workshop market, small electric motors are used to produce drills, circular saws, sanders, routers, rotary tools, polishers, and drivers.
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the home cleaning and maintenance market – in the home cleaning and maintenance market, small electric motors are used to produce dust busters, etc.
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kitchen appliance market – in the kitchen appliance market, small electric motors are used to produce can openers, food processors, blenders, bread makers, and fans.
Saga
Saga managed to establish strong leadership in supplying financial services (e.g. insurance) and holidays to the older generation. The following core competencies enabled Saga to enter apparently different markets:
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Clear distinctive brand and → customer value proposition that focuses solely on a closely-defined customer group
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Leading direct marketing skills – database management; direct-mailing campaigns; call centre; → sales conversion
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