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Competition Law

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Submitted By Byronb1994
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The Issue
Trek is the manufacturer/supplier of Trek Bicycles and act as the bicycle stockist to a number of retailers/distributors, which you have approached with the aim of purchasing a Trek 1274 : 27.5 bike. There is a vertical relationship between Trek Bicycles and the retailers/distributers.
Trek Bicycles have forced the retailers/distributors to sell their products at recommended prices, by not allowing the retailers/distributors to sell below a certain price. These actions amount to the practice of minimum resale price maintenance, and are prohibited as they often render other retailers/distributors as uncompetitive in the free market.
Is the Actions of Trek in recommending/fixing a retail price prohibited by the Act?
The bicycle shops’ response in failing to offer you a discounted price, and only being prepared to offer you the lowest price possible of R20 000.00 amounts to a restrictive vertical practice which is prohibited in s 5 (1) of the Competition Act 89 of 1998 (Hereafter ‘the Act’).
The bicycle shops are prohibited from solely relying on a minimum price which is fixed by Trek, as this amounts to an agreement between the parties which substantially prevents or lessens the competition in the market.
An agreement with such an effect is prohibited by s 5(1) of the Act.
More specifically, the issue deals with the practice of the minimum resale price maintenance which is explicitly prohibited in s 5 (2) of the Act, unless certain conditions are satisfied in s 3 (a) and (b) of the Act.
The prohibition in s 5(2) of the Act was applied in following cases:


The Competition Commission v Rainbow Farms (Pty) Ltd.

The issue in this case was that the manufacturer/supplier addressed a letter to the stockists, requiring the stockists to sell their product (bagged animal feed) at a price stipulated in the supply agreement. The stockists issued a complaint to the Competition Commission. It was then confirmed by the Competition
Commission and admitted by the manufacturer/supplier that the practice of dictating the minimum sale price of bagged animal feed supplied to stockists, contravened s 5(2) of the Act.


The Competition Commission v Volkswagen South Africa (Pty) Ltd.

This case dealt with an investigation by the Competition Commission into Toyota South African Motors
(Pty) Ltd, in respect of alleged minimum resale price maintenance. This particular investigation resulted in the Commission commencing an industry-wide investigation in the motor industry, in an attempt to prevent further prohibited practices.

C:\Users\user\Downloads\The Issue.docx-UDocument last saved:-30/06/2016 02:22 PM

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The Commission found that Volkswagen South Africa (Pty) Ltd (Hereafter ‘VWSA’), had circulated to its 148 franchised dealerships worldwide, a recommended retail price list for the sale of its new Volkswagen motor vehicles. Following one of the Gauteng Dealer Council meetings, it was agreed between VWSA and the
Gauteng dealers that no discount was allowed to be granted to consumers in respect of the price of the 2002
Polo vehicle. The Commission held that this agreement, and the conduct of allowing no discount from the fixed price, amounted to minimum resale price maintenance which is prohibited by s 5 (2) of the Act.


Competition Commission v Pentel South Africa (Pty) Ltd.

This case dealt with a complaint being laid against Pentel by an independent stationery distributor, who alleged that Pentel was engaging in the practice of minimum resale maintenance. This allegation was based on
Pentel’s actions of not allowing the independent stationery distributor to sell their products below Pentel’s published price list. The Competition Tribunal in this matter confirmed that if a firm unilaterally determines a minimum resale price, coupled with the threat of a sanction for non-compliance with this price, these actions will defined as minimum resale price maintenance, which is prohibited by s 5(2).
Avoiding Liability
The aforementioned cases show that the conduct of Trek is prohibited by s 5 (2) of the Act. However, Trek may avoid liability in s 5 (2) by relying on s 5 (3), provided that:
(a) Trek made it clear to the retailers that the recommended price is not binding.
(b) The product has a price stated on it, and the words “recommended price” appear next to stated price.
S 5 (3)(a) does not apply as the manager of a certain shop has informed you that they may not deviate from the recommended price, without the risk of Trek removing its status as a Trek bicycle stockist. Based on the information before me, it is not clear whether s 5 (3)(b) has been satisfied either. Resultantly, Trek will not be able to avoid liability in terms of subsection (2).
Conclusion
The bicycle shops are not allowed to rely on a minimum resale price. The conduct of Trek in restricting the resellers of their products to a minimum resale price contravenes s 5 (2) of the Act, as it amounts to a practice of minimum resale price maintenance.

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