1. Vertical Agreements Casework
Elisa Holmes
Monckton Chambers
London
1-2 Raymond Buildings, Gray’s Inn, London, WC1R 5NR, UK
+44 (0)

2. The scenario
CompCo wants to manufacturer own brand computers (and accessories) and supply computers within the country Techland.
There are very few computers on the market in Techland. Those computers that there are are generally either imported by very wealthy residents or are of very poor quality, put together but individual operators who have no significant presence in the market.
CompCo is considering two different alternative ways of setting up its business. Its ultimate aim is to obtain as strong a market position as possible and to obtain this position in order to limit the ability of competitors to set up business. CompCo intends to manufacture good quality products which are more accessible than expensive imports and better quality than the computers currently supplied by small individual operators.

3. Alternative 1
Manufacturing the computers itself from components acquired from various component manufacturers and selling these units to various retailers. This could be achieved using:
a. Selective distribution (pursuant to various criteria). Distributors might or might not be allowed to sell other brands.
b. Exclusive distribution, so that Techland is divided up into a number of territories, and one supplier is granted exclusive supply in each territory. Transport facilities are not great in Techland, and so it is very unlikely that consumers will be able to travel to alternative territories in order to purchase a computer. Further, distributors are not allowed to sell to each other.
c. Exclusive customer allocation, so that CompCo agrees to sell its computers to particular retailers to sell to particular classes of customer. For example, educational institutions, government organisations, private individuals and companies will each be supplied by one separate retailer. Consider the possibility also that new entrants to the market adopt similar approaches.

4. Alternative 2
2. Creating a franchise network. Franchise agreements would impose conditions as to such things as store layout, advertising, items to be sold, minimum, actual or maximum prices etc. They might also include a non-complete clause. Further, two different models could be adopted:
a. Franchises could sell only CompCo brand products, all of which must be acquired from CompCo.
b. Franchises could sell CompCo brand products, but also other brand products which can be used with CompCo brand computers, such as printers, paper and other accessories. All CompCo brand products must be purchased from CompCo, and other brand products can be purchased from CompCo or such other suppliers as CompCo might nominate (although it does not have to nominate any other suppliers).
c. Franchises could be required to put together the computers themselves, acquiring component parts from specified manufacturers. This could be carried out in combination with either a. or b. above.

5. Considerations In considering these scenarios, consider:
The advantages of each possibility for CompCo
The advantages of each possibility for the promotion of inter or intra-brand competition
The competition concerns given the current market conditions
The competition concerns if more competitors entered the market
Ways of avoiding competition concerns within the relevant structure