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Stihl Incorporated : go-to-market strategy for next-generation consumers / Richard E. Wilson.
Connect to full text Available online
View online- Format:
- Book
- Author/Creator:
- Wilson, Richard E., author.
- Series:
- SAGE Knowledge. Cases.
- SAGE Knowledge. Cases
- Language:
- English
- Subjects (All):
- Andreas STIHL AG & Co--Case studies.
- Andreas STIHL AG & Co.
- Power lawn mower industry--Germany--Case studies.
- Power lawn mower industry.
- Grounds maintenance industry--Germany--Case studies.
- Grounds maintenance industry.
- Chain saws--Germany--Case studies.
- Chain saws.
- Germany.
- Genre:
- Case studies.
- Physical Description:
- 1 online resource : illustrations.
- Place of Publication:
- London : SAGE Publications Ltd, 2017.
- System Details:
- text file
- Summary:
- Andreas Stihl AG is the worlds leading manufacturer of chain saws and other outdoor handheld power equipment. Based on marketing challenges in its high-volume retail channelmass merchants such as The Home Depot and LowesStihls U.S. unit has narrowed its distribution system to a single channel: independent retail dealers specializing in yard maintenance equipment. This risky and highly publicized decision has proved extremely successful, raising profits, attracting more dealers into exclusive relationships with Stihl, and strengthening the brands top-quality positioning. But Stihl management are concerned that this channel system may not fit tomorrows demographics, dominated by homeowners from the so-called Generation X and Generation Y. The case outlines Stihls business and channel systems and customer needs, then poses a series of questions that management believes must be answered to determine whether to maintain or move away from reliance on its specialty retailers and how to adapt its system.
- Notes:
- Originally published: Wilson, R. E. (2008). Stihl Incorporated: go-to-market strategy for next-generation consumers. 5-308-501. Evanston, IL: Kellogg School of Management, Northwestern University.
- No ILL or scholarly sharing allowed.
- Description based on XML content.
- ISBN:
- 9781473989665
- OCLC:
- 1017732890
- Access Restriction:
- Restricted for use by site license.
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