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1、EffectiveChannelManagementIsCriticalinCombatingtheGrayMarketandIncreasingTechnologyCompanies’BottomLineKPMGGrayMarketStudyUpdateKPMGLLPContentsExecutiveSummary3SurveyFindings7SurveyHighlights14ImpactoftheGrayMarketCalculation30Conclusion33TimeforAction34AboutUs35KPMG’sGrayMarketUpdateWhite
2、Paper3ExecutiveSummaryOriginalequipmentmanufacturers(OEMs),channelpartners,andendcustomershavelongbeenplaguedbythe“graymarket,”theunauthorizedalternativechannelwherebrandedproductshavebeenintentionallydivertedfromauthorizedsaleschannelsintothehandsofunauthorizeddealers,brokers,ortheopenmar
3、ketforgain.Unlikeproductssoldthroughauthorizedchannels,graymarketproductsmayposeseriousissuesforbothOEMsandcustomersalike.Graymarketresellersmayadvertiseproductsasnew,authentic,andbrandedgoods,butcustomersmaywindupreceivinggoodsrangingfromusedorremarketedproductstothosethathavebeenwhollyor
4、partiallycounterfeitedormislabeled.Unsatisfiedendcustomersareonlyonesideoftheequation.Informationtechnology(IT)companiesunwittinglysufferfrompriceerosion,branddamage,andthehiddencostsofhandlingend-customerissuesresultingfrominadequatecustomerservice,producthandlingandinstallation,lackofwar
5、rantycover,orotherpotentialdiscontentwithgraymarketresellers.Inaworldwherethelowestpriceisoftenacustomer’stoppriority,authorizedchannelpartnersandresellersareattimesunabletocompetewithdeeplydiscountedgraymarketproductsandeitherlosedealsordecidetotakeachanceandactivelyparticipateinthegrayma
6、rketthemselves.Forendcustomers,facedwiththesometimesdauntingtaskofdiscerningwhichentitiesareauthorizedtosellgenuinegoodsandwhicharedoingsothroughcorrectchannels,adecisionbasedsolelyonpricemaybethebestbet,butthatbetcouldgoawryfastsincegraymarketdealersorbrokersareoftennotauthorizedtoresellt
7、heseproducts,noraretheyrequiredtoupholdthestandardsofproductqualityandservicegenerallyrequiredbyamanufacturerofauthorizeddealers.Asaresultofpurchasinggraymarketproductsfromunauthorizedresellers,endcustomerscouldwindupwithmajordataloss,businessinterruption,orwo
