Distributor management at Atlas Copco
This case is available at ECCH with reference no. 512-027-1.
Atlas Copco is a world renowned engineering organisation known for its quality, innovative products. Split up into three main business areas, this particular case deals with one of the business areas, Construction and Mining Technique (CMT). Within the business area of CMT, the business was further divided into specific businesses based on the applications and this particular case focuses on the business at Construction Tools, CTO. While almost all the businesses within CMT were run with Atlas Copco’s own specialized sales force, the Go-to-Market (G2M) Strategy at CTO was mainly a combination of own salespeople in addition to using distributors/dealers/third parties. The rest of the case highlights the structured approach at CTO in managing their distributor/dealer framework.