ABSTRACT
This chapter explores aggregation levels in the distribution analysis and examines the distribution structure in an industry. It assesses the role of disintermediation, analyses the distribution intensity by applying different criteria, and presents the steps in an individual distributor and supplier analysis. The importance of a thorough distribution and delivery analysis lies in the opportunity to gain advantages from good relationships with those parties. Consumers seem to be becoming more critical, and availability is important for a brand. Trade on the internet has expanded enormously and is an important component of what has been called the ‘new economy’ since the end of the 1990s. The wholesale trade is positioned between the manufacturer and the retailer, and its core function is to tailor the demand and supply of goods in markets, both qualitatively and quantitatively. The distribution intensity of a brand relates to the position of the brand within a single level in the distribution channel.
