Abstract

The purpose of this industry analysis is to explore the power tool and consumer goods markets with a highlighted focus on Techtronic Industries — TTI. Furthermore, the thesis sought to answer the question of why TTI captured market share from their competitors in such a difficult business environment. Various different methods of research, including peer-reviewed business articles, publicly announced financial statements, and interviews with numerous professionals familiar with the subject matter, were used for the industry analysis. Following the research, the results of the study showed that TTI was gaining ground on their competitors because of their innovative product lines, award-winning company culture, and a differentiated organizational structure.