How wide and deep is your distribution network?
The following example may be the best way to illustrate this concept.
When average athletes play golf, they may not be known for Tiger-like accuracy at splitting the fairway with their drives. In fact, some people are accused of being downright anti-social, since they often can be seen in the woods looking for their golf ball rather than strolling down the fairway.
On one such outing, while looking in the middle of the woods for his errant drive, a player was awestruck to come face to face with a soda vending machine! How many other unskilled golfers are tempted with “the pause that refreshes” every day?
That’s the power of distribution: strategically located points of sale with little or no competition.