Distribution Strategy: A Primer for Manufacturers & Distributors
Whitepaper summary:
Distribution strategy is not easy. Suppliers struggle with it. Efforts to insure that brands are available to end users when & where they want to buy mean that product distribution is a critical element in a brand’s success or failure. The general executive mentality is that there is never enough distribution: more is always better, when sales are off it’s caused by a lack of distribution, & when sales are good they can be improved by additional distribution. Distribution is always a target. It is no wonder why supplier distribution strategies are often described as schizophrenic, senseless, stupid, & devoid of any rational reasoning.
