Umsatzverlust durch nicht durchgesetzte Mindestwerbepreise

Definition

MAP policies are designed to prevent damaging price erosion by restricting how low retailers can advertise branded products.[3][5] When enforcement is weak or manual—relying on sporadic checks by sales reps or ad‑hoc screenshots—retailers undercut MAP to gain short‑term sales, forcing competitors to follow and creating a race to the bottom.[3][4][5] For wholesale appliances, electrical, and electronics, where gross margins are often in the 10–25% range, persistent MAP violations can compress realised sell‑through prices by several percentage points versus planned levels. Industry MAP guides highlight that uninforced MAP leads to price wars, harms brand value, and undermines margin integrity across the network.[3][5] Logic-based estimation from typical MAP case studies suggests that if 20–30% of high‑volume SKUs are regularly advertised 5–10% below target due to undetected MAP violations, the blended revenue impact for a wholesaler is roughly 2–5% of annual revenue on those lines. For a distributor doing AUD 50 million in annual wholesale appliances and electronics turnover, this equates to AUD 1–2.5 million in lost top‑line revenue and corresponding margin every year, directly attributable to inconsistent MAP monitoring and late or no enforcement.

Why This Matters

The Pitch: Wholesale appliance and electronics players in Australia 🇦🇺 commonly lose 2–5% of annual revenue to uncontrolled discounting when MAP enforcement is manual and reactive. Automated MAP monitoring and tiered enforcement can recover a large part of this leakage.

Affected Stakeholders

Head of Sales, Revenue Manager, Channel / Distribution Manager, Key Account Managers, Pricing Manager, CFO

Related Business Risks