Andreas Stihl AG is a leading international manufacturer of chainsaws and other handheld outdoor power equipment. Based on the marketing problems of its large volume of retail channel mass merchants such as The Depot House and the U.S. Lowe's block-Stihl narrowed in its distribution system on the same channel: independent retailers specializing in yard maintenance equipment. This is risky and highly publicized decision proved extremely successful, increasing profits, attracting more dealers in an exclusive relationship with Stihl, as well as strengthening the quality of brand positioning. But Stihl management are concerned that this canal system might not meet the demographic future, dominated by homeowners from the so-called Generation X and Generation Y. business case describes Stihl and channel systems and customer needs, and then raises a number of questions that management believes to be answered to determine whether to keep or move away from depending on their specialty retail and how to adapt their systems. "Hide
by Richard E. Wilson Source: Kellogg School Management 32 pages. Publication Date: December 31, 2008. Prod. #: KEL398-PDF-ENG
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