Exclusive extracts from this 68-page-long report:

- Who are the key players?

Agricultural machinery is primarily used by farmers or by contractors for the production of food (grains, livestock, fresh produce and other crops such as coffee) and includes tractors, combine harvesters, and other equipment for planting, seeding, haying, ploughing and cultivating. The technological content of the business is growing with the rise of precision farming, which uses technology such as GPS and sensors as well as software and IT services to allow more efficient and data-based management of farm resources. [...]

Groups analysed in this report include: Deere & Company, Kubota, CNH, AGCO, Claas, Bucher, Mahindra & Mahindra, Same Deutz-Fahr, Iseki and First Tractor.

- What are the players' strategies?

Against a background of prolonged weakness in the agricultural machinery market, Deere has implemented several measures to bring down structural costs and improve margins and cash flow. In July 2016, it axed 120 employees at the Moline plant, which produces harvesters. It expects the operating margin at the Agriculture and Turf division to rise to about 12.5% in FY2018 (ending Oct. 31, 2018), up from a 5-year low of 8.3% in FY2015. […]

- What are the players' key growth and profitability drivers?

Claas' revenue was flat in 2016, against a sales contraction in the overall market. Strong sales growth in Eastern Europe (+7.2% on a yearly basis) was offset by falling demand in all other markets. Profitability further deteriorated in 2016, to 3.6%, from a 5-year high of 10.1% in 2012. [...]

1. Overview

1.1. The Sector

1.2. Ranking

1.3. Performance Analysis

2. Company Profiles

2.1. Deere & Company

2.2. CNH Industrial

2.3. Kubota

2.4. Agco

2.5. Mahindra & Mahindra

2.6. Claas

2.7. Bucher Industries (Kuhn)

2.8. Same Deutz-Fahr

2.9. Iseki

2.10. First Tractor

3. Sources

4. Annexes

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