full-line forcing

full-line forcing

a business practice whereby a supplier encourages distributors/ retailers to stock or provide not only his principal products or services but additionally other products or services from his range. For example, an oil company might require a filling station contracted to sell its petrol also to sell its brands of lubricants, anti-freeze and other motoring accessories. The practice of full-line forcing may help the supplier increase his total sales and reinforce brand loyalty. However, if undertaken by a DOMINANT FIRM, the practice may serve to limit competition in a market by depriving rival suppliers of distribution outlets. See OFFICE OF FAIR TRADING, COMPETITION ACT, 1980.