Answer in detail

Lowell Tools began life as a small steel company at the end of the 19th Century. It was one of the first companies to put carbon into regular iron to create steel. It was strong and flexible. Their first products were fishhooks, which were made from the flexible wire that they were able to produce. Over the years the product portfolio grew to include anything that their operation could turn its hand to such as javelins and railings. Today they focus their operations on the manufacture of tools for the professional, production, and the enthusiastic amateur. Core products include handsaws, drill bits, screwdriver, bow saws etc. The tool trade is very complex and competitive. Lowell's main competitor is The Billerica Company Tools. They are the market leader in many similar areas of the market. The Billerica Company is the market leader in handsaws with 40% of the market. Lowell has only 25%. There is little house building and nowadays many amateurs use power tools. However it is still quite profitable. Lowell still makes a range of barbed fish hooks, which are now banned in some markets. Both The Billerica Company and Lowell have invested heavily in gardening tools and expect sales to increase in the future since people have more leisure time and a larger disposable income. Lowell has 10% of the new market, and The Billerica Company has 15%. Lowell has a high share in the new market for sandpaper replacement products. The SandPerfect product is a steel sandpaper replacement for which they have sole rights. They have 5% of this growing market.

Analyze the products for both companies using the Boston Consulting Group (BCG)Portfolio Model.

Indicate the quadrant for each of the products mentioned for Lowell Tool and The Billerica Company as well as the reasons for your choice.