Strategic planning for distribution

The process of long range planning is relatively new to both the corporation and the distribution area. Until recent years the distribution function was considered a functional area which reacted to, rather than anticipated, corporate marketing effort. New technology in data processing and other areas has provided the support capability for developing both tactical and strategic planning. With this increased capability has come a new responsibility for distribution management to be future oriented—to anticipate the appropriate support role of physical distribution in supporting both short term and long term corporate goals.