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Family Working in Yard

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Family Working in Yard

By: Xiao Tan
Case analysis of " Stihl Incorporated: Go-to-Market strategy for next-generation Consumers"

The successes of Stihl Incorporated's distribution network was based upon it's great supports to their independent retail dealers, to help them service the end customers with a great selling performance. But, when the Generation Y ( Echo Boomers: 1985-2003) gradually become the major house owners (which is the target consumers of outdoor power equipment industry) of United States, their unique buying habits will increasingly affect Stihl's marketing performance. After couple decades, Stihl's two-step retail distribution channels and present products' designs will no longer be profitable.
For keeping and improving Stihl's brand equity, I strongly suggest: First of all, create a informative, highly functional Web sites, personalize notification and a mechanism for capturing and responding to customer feedback; Second and the huge move, create a new brand not only sell tools but also providing excellent home improvement experience to house owners and their families; Third, introducing new products that add style, technology and color to the mix in home improvement centers and mass merchants, for commercial buyers, using the web-site only.
New brand, New products & New channels
There are some unique characteristics of the new generation, such as: "want challenges" and " give me info, but I call shots". Also, "The present research takes an ethnographic perspective and considers the experiences and understandings of a set of families in one urban community as they attempt a variety of home improvement (do-it-yourself or DIY) projects. Although cultural and institutional representations of home improvement are found to be helpful, they frequently fail to capture the complexities of actual home improvement projects" (Goodsell, 2008).

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