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Marketing Case Study: Makita

Nov 3, 2007
In this article we will be looking at how Makita have marketed there brand of tools over the pas 85 years.


Makita are possibly one of the most popular and widely respected power tool manufacturers in the world. They were originally founded way back in 1915. Since then they have been building there reputation globally no making a quality product.

Company Image:

Makita have always made it there prerogative to stand out from the crowd. One of the ways they have done this is by using there easily recognized bluish green casing. At first sight one can instantly see that the tool you are looking at is a Makita one. Whilst however this is a good thing, Makita have to watch out for the small mercenary companies who rather than building up there own brand, try to rip off Makita's by feigning there company's image.

In business it is very important to build your brand. We look at some of the most recognized company's in the world and they are all very wealthy. This is because they build up there brand name.


Makita have a huge reputation to maintain. They have over 350 tools, from vibrating pokers to cordless hammer drills. It would seem that Makita have a product for ever market. However if one breaks or doesn't last very long, it can all fall apart for Makita.

Makita obviously try to make there tools as reliable as possible. However to avoid being a total failure Makita have, given the consumer the ability to change the brushes in the motor. (The part most commonly problematic).

Product Range:

Perhaps one of the most interesting thinks about Makita is there huge product range. Makita is one of the world's largest power tool manufacturers with seven manufacturing facilities globally and a selection of over 350 tools.

Having a huge product range in this case is a good thing. However, it can be a nightmare for suppliers having to stock all your items. Companies such as Trend for example stick to a small key range of products.


Makita have recently been flouting there new range of Lithium-ion powered cordless products. Li-ion has been around is the consumer electronics world for a while now. Mobile phones have used Li-ion batteries for years. However the power tool market has only recently adopted the technology. Lithium-ion batteries offer a much higher energy density. Meaning a 3.0Ah Li-ion battery is much lighter than a 3.0Ah NiMH battery, or they can be more powerful for the same weight.

Staying ahead of the game technology wise is very, very important in business. Makita seem to stay a breast of all the innovations in technology. However they are neither ahead not behind.


Whatever business you are in, you can't go wrong with taking a leaf out of Makita's book, for a machine/technology company they have been around for what seems like the dawn of time. While a lot of how Makita built there image was easier in the 1930's and post war than now, the generally philosophy stays the same. Built a good product, make it distinctive and by all means, make a lot of them!
About the Author
Johan Nickson is a industry expert in Makita Power Tools.
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