Swisher Mower and Machine Company

Swisher Mower and Machine Company - Swisher Mower and...

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Swisher Mower and Machine Company Evaluating a Private Brand Opportunity Case Presented by Group Three April 20, 2011
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Background Statement Max Swisher founded The Swisher Mower and Machine Company (SMC) in 1945. The company focuses on maintaining a "small company" image and obtaining personal relationships with dealers and customers. SMC has a rather small product line: 1. Ride King: three-wheeled riding mower that has a zero turning radius, Mid-engine configuration. 2. Trail mower (T-44): a trail-type mower that has a cutting width of 44 inches. 3. Trim-Max: a high-wheel, walk behind product that combines a trimmer, mower, and edger in one unit. Swisher Mower is a lawn and garden company that manufacturers lawn mowers in its plant in Warrensburg, Missouri. The company’s flagship product is the Ride King. In 1996, Swisher was approached by a national merchandise retailer offering to distribute Swisher’s standard mower under a private label. The retailer offered to distribute the product line, but included several stipulations that would change the Swisher’s distribution methods of its product. SMC distributes its lawn mowers through farm supply stores, lawn and garden stores, home centers, and hardware stores located primarily in non- metropolitan areas. Statement of the Problem Wayne Swisher, CEO of SMC, is concerned with the company’s future prospects. The unit volume sales of the SMC riding mower, which constituted 63.6% of the total sales of SMC, had plateau in recent years. He is presented with an attractive private-
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This note was uploaded on 08/09/2011 for the course BUAD 605 taught by Professor Nasution during the Summer '11 term at Andrews Univeristy.

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Swisher Mower and Machine Company - Swisher Mower and...

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