Andreas Stihl AG is the world's pioneer maker of the chain saws and other outdoor handheld power equipment. Based on promotion confrontations in its high-volume retail channel-mass merchants such as the Home Depot and Lowe's-Stihl's U.S. unit has pointed its sharing system to a single channel: independent trade retailers specializing in lawn care equipment. This speculative and highly publicized selection has proved extremely successful, raising profits, bringing more merchants into exclusive relationships with Stihl, and reinforcing the brand's top-quality positioning. However Stihl management are worried that this channel system may not fit tomorrow's demographics, commanded by homeowners from the so called Generation X and Generation Y.
The case summarizes station systems and Stihl's company and customer needs, then poses a series of questions that management believes the way to accommodate its system and must be replied to determine whether to keep or move away from reliance on its specialty retailers.
Stihl Incorporated Go-to-Market Strategy for Next-Generation Consumers case study solution
PUBLICATION DATE: December 31, 2008 PRODUCT #: KEL398-HCB-ENG
This is just an excerpt. This case is about STRATEGY about STRATEGY & EXECUTION
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