Today's First Look comes with the disclaimer that I am a dyed-in-the-wool city boy. Despite coming from a proud farming dynasty, I'm afraid I am the black sheep. When asked which 'Sex In the City' character I am, I would say I'm very specifically Carrie when she's forced to leave Manhattan for a weekend
With that out of the way, let's dive into one of the biggest agricultural businesses in the world -- Deere & Co.
Deere & Co is an American manufacturer of heavy machinery, farming and forestry equipment, engines, drivetrains, and lawn care equipment.
Founded over 185 years ago, John Deere's green tractors are an American institution. Farmers in rural America are so bought into the John Deere brand that they say they "bleed green". The company's internal slogan is "If Farmer's are profiting, Deere is profiting".
Deere's reputation for excellence appears to be backed up by its pricing power -- a key indicator of a strong brand. The company offers a huge range of products across agriculture and construction which it sells through a vast unmatched dealer network. It has over 1,900 dealers in North America and about twice that globally.
Something that has struck me about this company as I was doing my research was the sheer amount of ways that it creates a sustainable competitive...
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