What is Stihl’s current strategic positioning? Namely, does it position itself as a differentiator, a cost leader, or something else? Use evidence from documents enclosed in this case and/or from other sources to support your evaluation. 2. Is Stihl’s current strategic positioning a prerequisite condition for the success of Stihl’s current retailing model – using small and independent stores and avoiding big box mass retailers? Why or why not? 3. What are the pros and cons for Stihl to start using the Amazon Marketplace to sell its tools? Use evidence from documents enclosed in this case and/or from other sources to support your evaluation. 4. If Stihl decided to start using the Amazon Marketplace to sell its products, which of its stakeholders – such as its employees or its retailers – would be negatively affected by the strategic move? How would these affected shareholders influence Stihl’s financial performance? Version: 2023 Fall 5. Based on your analysis, with Stihl’s long-term financial performance in mind, what would be your recommendation to Stihl’s leadership on whether to use the Amazon Marketplace? 6. What changes in the situation – such as shift in Stihl’s strategic positioning, increasing competition, change in product quality, or change in its customer base – might lead you to reverse your recommendation? Please read carefully the instructions included in the attachment. Maximum 3 pages
