Distribution channels are undergoing a shakeout

Symptom: Chronic low demand means that distributors are under increasing pressure as they compete for more demanding end users who offer less volume. Dealers are undergoing a severe shakeout.

Implications for the market:

  • Profit dynamics are changing as more channel conflicts occur and as larger dealers increasingly encroach on other dealers.

    • Average unit prices are falling for all competitors as the smaller dealers, who pay notably higher prices than the larger dealers, leave the market.

    • At the same time, costs are rising as all suppliers are under pressure to provide higher levels of service and as share movement becomes scarcer.

    • If a company stands to lose share, then it must evaluate its opportunities either to increase penetration with growing channels or gain more new customers in the shrinking channels.

    • As the volume in the market shifts among the channels, some competitors stand to lose and others to gain, depending on their mix of channel customers.

  • As a result, each company must reexamine its channel customer mix.

Recommended Reading
For a greater overall perspective on this subject, we recommend the following related items:

Analyses:

Perspectives: Conclusions we have reached as a result of our long-term study and observations.

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