1. 1
Michael Hovan III
American Intercontinental University
Unit 3 Individual Project
MKTG 205 – Principles of Marketing
04/10/2016

2. Abstract 2
Within the contents and body of this paper, you will find defining research and a proven need
how the Stihl ‘brand’ products have impacted Americans along the eastern seaboard during the
“Hurricane Season”. Furthermore, the Stihl ‘brand’ products have become a household name due
to the various types of marketing and advertising strategies.

3. How Stihl Corporation Impacts Americans 3
When the Stihl Corporation made a creative and strategic marketing adventure to bring
its brand* of multi-purpose products to the United States, it opened the doors for gainful
employment and a higher end product with fair pricing. Now with the number one selling brand*
of gasoline-powered handheld outdoor power equipment, Stihl has become a trusted household
name on the eastern seaboard. We’re confident with these new marketing channels, this will
show how homeowners and business owners will be well informed on just how great the Stihl
‘brand’ truly is.
As a company that has been in business since 1926 (stihl.co.uk/history.aspx) expanding
our distribution channels has been priority number one. For example, if a consumer wanted to
purchase a chainsaw, he or she would not have to go to the factory for this purchase. Instead, the
consumer can go directly to one of their local dealers or retail chain outlet and make the
purchase. Not only does the consumer receive the convenience, but has the hands on experience
of a qualified dealer and experienced retail chain employee. This is an indication of how
dependable the Stihl brand* is and has been from day one.
With the ever growing and popular internet, Stihl Incorporated has discovered that
consumers are making more and more purchases online. This direct channel has made it so
convenient that consumers are placing orders online and saving time and money, but still getting
the same quality product, warranty, and service that they have come to expect from local dealers.
As you can see that the results from direct as to indirect distributing, both seem to have the same
outstanding results. In the early stages of business, Stihl did sell directly to the public at its local
factory located in Waiblingen, Germany (stihl.co.uk/history.aspx), but in 1974 Stihl Incorporated
expanded its’ business into the United States and opened up a whole new distribution channel
that would prove to be extremely profitable.
Now that Stihl Incorporated has expanded its locations across the United States and
worldwide, the target markets need’s through distribution channels has relied singularly on the
Stihl name. Did you know that when Stihl Incorporated expanded into the United States, one of
the first locations was located right here in Virginia Beach, Virginia? Stihl Incorporated
marketers realized that because of not only hurricane types of weather along the east coast, but
the need across the country had grown due to the target markets needs through channel
distribution. In 1974 Stihl Incorporated started out in a 20,000 square foot building with less than
50 employees (greenindustrypros.com) and today sits on 150 acres with over two million square
feet under roof. As of record today, Stihl Incorporated employs over 1,900 locally and over
2,100 nationwide. With 42 years of manufacturing nationwide, and 169 dealers throughout the
country, choosing Virginia Beach, Virginia as their main manufacturing plant made the
statement that the east coast provided a great target market. Consumers locally have come to
know the Stihl brand* as quality craftsmanship with outstanding durability.

4. 4
Now came the easy part, what channel members would Stihl Incorporated use? The
research for potential clients or dealers found that local lawn and garden conventions or trade
conventions were being held nationwide and Stihl decided to set up shop at each and every single
one. They were so confident that their products would sell themselves and how right they were.
Hardware stores, independent lawn and garden dealers, and large chain stores such as Lowes,
Home Depot, and even Sears wanted in on this great product. A bid war started and eventually
Sears and Home Depot backed out.
Over the next 30 years, building a rock solid channel or canal on how independent dealers
and chain operating stores would receive the Stihl brand* became the main priority. Extensive
research and planning became a strong factor to cutting cost through shipping and receiving so no
increase in product pricing would happen. Shipping through private and commercial airlines such
as Federal Express and nationwide trucking companies such as Emery and DHL gave Stihl Inc.
the opportunity to deliver their products anywhere in the United States and worldwide, timely and
safely. Hazardous material precautions needed to be taken into consideration and they made sure
these guidelines were met.
With all of the new regulations that are being enforced by the U.S. government, no
hazardous materials are shipped with gas powered products. All gasoline powered products are
fully factory tested before they are shipped. This guarantees customer satisfaction and quality
assurance with all Stihl Inc. products. Stihls’ team of marketers’ strive very hard to bring the
American consumer, products through dependable shipping channels and have been doing so for
over 40 years (stihl.co.uk/history.aspx).
In recommending a channel organization, Stihl Inc. uses the vertical type of marketing
channels. In other words, Stihl Inc. manufactures the product, ships it to a wholesaler/retailer, and
in turn sells it to the consumer. This type of marketing channel has been the main-stay since Stihl
Inc. decided to bring its products into the United States in 1974(stihl.co.uk/history.aspx). Each
intermediary plays a vital role and sometimes with vertical channels this can be lengthy, but with
this product there are the producer, the transporter of goods, the receiver of goods, and the
consumer. As well noted and researched by Stihl Inc. marketers, all products that are manufactured
are strategically placed, promoted, and sold with the consumer’s needs taken into strict
consideration. In 1926 when Andreas Stihl took his vision and brought it to reality, he knew exactly
where he was going to direct his product to, the lumberjack.

5. References 5
Stihl Inc. archives. (2014). Stihl Inc. history: 1926 to 2016. Retrieved
from http://www.stihl.co.uk/history.aspx
Coughlan, A., Anderson, E., Stern, L. W. & El-Ansary, A.
(2001). Marketing Channels (7th ed.). Upper Saddle River,
NJ: Prentice-Hall.
CMO by Adobe. (2016) Updated Friday Apr. 01, 2016. Retrieved
from http://www.cmo.adobe/digitalmarketingstrategies.com
Perreault, W. D., & McCarthy, E. J. (1998). Basic marketing
(13th ed.). New York, NY: McGraw-Hill
Aaker, D., (2011, June 17). Secrets of social media revealed
50 years ago. Havard Business Review. Retrieved from
http://blogs.hbr.org/cs/2011/06/secrets_of_social_media_reveal.html
Channel members & Channel organizations. (2016). Retrieved
from http://stihl.co.greenindustrypros.com
Editorial Board by Words of Wisdom. (2012).
Introduction to Marketing (1st ed.). Shaumburg, IL. Retrieved from
http://www.aiuonline.edu