A Study on Growth Potential and Sales Activation Strategies in the Agricultural Machinery Aftermarket

This study provides an in-depth analysis of the growth potential of the agricultural machinery aftermarket and strategies to revitalize sales. (1) Background/Purpose: The agricultural machinery aftermarket plays a critical role beyond mere parts replacement—it extends machine lifespans, maintains performance, improves agricultural productivity, and increases farm income. As agricultural machinery has become highly complex, incorporating automation, digitization, and precision farming technologies, the need for specialized aftermarket services has intensified. This study aims to analyze the aftermarket structure of domestic and overseas agricultural machinery markets, identify success factors from leading global companies, and propose concrete sales activation strategies for domestic companies. (2) Study Design/Methodology/Approach: The research employs literature review of academic papers, industry reports, government policy documents, and market analyses; case analysis of successful domestic and international aftermarket companies; and quantitative data collection on market size, growth rates, and customer trends. The study also applies 4P marketing analysis and benchmarks John Deere's key business strategies including its Tiered Portfolio and JDLink telematics system. (3) Findings: The agricultural machinery aftermarket is growing steadily driven by smart farming adoption and increasing machine lifespans, but faces challenges including intensifying global competition and technological gaps. Global leaders—John Deere, CNH Industrial, and Kubota—command large market shares through innovative services such as online parts platforms, remote support, customer loyalty programs, and telematics-based data analytics. John Deere's Tiered Portfolio provides customers parts at various price points and quality levels, while its JDLink system enables predictive maintenance, remote support, and customized agricultural consulting. (4) Originality/Value: This study proposes concrete strategies for domestic agricultural machinery companies to strengthen aftermarket competitiveness: adopting a customer-centered 4P strategy (product, distribution, price, promotion), pursuing service innovation through digital technology, applying customer segmentation strategies, building data-driven predictive maintenance systems, and developing strategic alliances. The study introduces a practical aftermarket parts demand forecasting methodology that can be directly applied by domestic manufacturers and dealers.