Modest Price, Big Value
Mid-Price Point Tools Launch Delivering Significant Impact

Emerging markets represent one of our largest opportunities for growth. Across these markets, we have launched a mid-price point strategy—built on products locally designed and manufactured—that addresses the needs of approximately 70 percent of the emerging markets tool and storage segments that we serve.

Innovate

STANLEY-branded Percussion Drill Gaining Share

New STANLEY branded Power Tools like the STDH7213 13mm 720W Percussion Drill are giving emerging markets across the Asia Pacific region exactly what they are looking for: a trusted source for durable, powerful, efficient corded tools that deliver heavy duty performance at a competitive price. Durable metal gear housing ensures long unit life. Parts and repair services are readily available. And the robust 720 watt motor gets the heaviest duty drilling and impact drilling jobs done easily.

“STANLEY is already a name customers trust. It offers a quality product at a very affordable price.”

Denmark Del Mundo,
Dovv Sales, Inc., Philippines

“It’s a good product with good local service. So far customer acceptance is good. This market needs more such products.”

Sompong SaeLim,
Limcharoen Power Tool Ltd,
Thailand

Execute

GQ Acquisition Accelerating Launch of Mid-Price Point Tradesman Power Tools

Our Global Emerging
Markets strategy:

Define, design and
manufacture
in the market for
the market
.

The strategic acquisition of Jiangsu Guoqiang Tools (GQ) in mid-2013 gave us the local manufacturing base to build newly designed STANLEY- and BLACK+DECKER-branded mid-price point power tools in China for Asian and Southeast Asian markets. Only nine months later, in March of 2014, we launched our first wave of mid-price point tradesman tools. Subsequent waves will leverage not only our base in China but also our recently expanded plant in Uberaba, Brazil to reach markets across the world.

Mid-price point tools are the largest tools segment in the emerging markets and the biggest opportunity for growth. Prior to this initiative, many of our feature-rich tools were priced out of this segment, but now we are leveraging a manufacturing base, distribution channels and product platforms that successfully serve this tool segment worldwide.

We are also leveraging the highly respected GQ brand. As China's third largest mid-price point tool company, GQ was already entirely focused on serving a strong, existing mid-market customer base both in China and in 60 emerging countries around the world, with a full line of rugged power tools and accessories designed for durability, reliability and ease of repair. A vertically integrated manufacturer with fully modernized facilities and production lines, GQ makes the parts that go into its tools—a key advantage in these markets.

Our Global Emerging
Markets strategy:

Define, design and
manufacture
in the market for
the market.

The fully modernized facilities and production lines of GQ Tools have helped propel our mid-price point launch.

Grow

Well-Positioned for Long-Term Growth in Emerging Markets

ORGANIC GROWTH OF
1.5 – 2X UNDERLYING GDP GROWTH IN THE EMERGING MARKETS WE SERVE.

Despite the slowdown in underlying GDP growth rates in various emerging markets around the world and the well-publicized currency volatility, we are delivering above-market organic growth in the markets we serve. This speaks well of our value proposition and our strategy of designing and building in the market for the market. During the next twenty years, growth in the emerging markets is expected to far outpace growth in the developed markets, and we believe that with the investments we have made, our brand strength and our mid-price point focus, we remain well-positioned to capitalize on that growth.

ORGANIC GROWTH OF
1.5 – 2X UNDERLYING GDP GROWTH IN THE EMERGING MARKETS WE SERVE.

Around the world, we continue to deliver above-market growth in the emerging markets we serve.