MARKETING PLAN EXPLORER
Copyright 2002, Professor Jerome M. Katrichis
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III. EXTERNAL SITUATION ANALYSIS
G. 1. Distribution Intensity
The purpose of this section is to point out the general level of distribution intensity in your organization's industry and to discuss differences between firms in the industry. This section, and its importance will vary considerably from industry to industry. For example, distribution intensity is a primary key for success for convenience goods like candy and soft drinks, but not such an important issue for very exclusive products like furs or fine art.