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November 9, 2021

Midterm Paper

Stihl is a manufacturer of chain saws and other similar power tools. It has been shunning big retail chainslike Home Depot and selling primarily through small retail shops. It has been doing well.Recently, however, the growth and popularity of online market platforms such as the AmazonMarketplace where manufacturers can sell directly to consumers if they choose has created bothopportunities and threats to manufacturers such as Stihl.Review the attached documents about the platform business model, Stihl, and Amazon.Suppose that you were a strategic consultant and Stihl hired you to evaluate whether it is worthwhilefor Stihl to use the Amazon Marketplace to sell its power tools. Your analysis and answers will beconsidered by Stihls CEO as he develops companys strategic planning for the next five years. Based oninformation in the provided documents, please answer the following three questions.

I WILL ATTACH FILE BELOW TO RESEARCH THE ANSWERS TO THE QUESTIONS

1. What are pros and cons of Stihl using the Amazon Marketplace to sell its tools?

2. Based on your analysis, what would be your recommendation to Stihl on whether to use the AmazonMarketplace?

3. Might any changes in situation such as increasing competition, change in product quality, orchange in its customer base – lead you to reverse your recommendation or call for a different approach?

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