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Research into the construction equipment market and the predilections of its stakeholders is very limited. The aim of this article is to address that void by analysing Greek equipment market sales and its consumers over the last fifteen years from 2000 to 2015. This analysis can provide key information on market share, portfolio and products falling into decline, production decisions and forecasting. Forecasting is important for resource planning in the machinery sector. Planning in turn supports decisions and supports organizational learning. Sales analysis helps optimize production and in deciding for a stock or lean approach in everyday business. Sales analysis can indicate customers’ intentions and thus anticipate future product needs. This can aid innovative product delivery by introducing a demand-driven supply network (DDSN) by building supply chains in response to demand signals. Especially within the machinery sector, there are a lot associated objectives to be considered such as client naivety, accessibility to data sales and political climate; all are factors that determine customers’ habits. For this purpose, a survey was conducted that highlights basic concepts regarding equipment market characteristics. The results propose actionable recommendations for products, together with competitiveness and growth strategies.

Analysis of construction machinery market: the case of Greece