One of the central questions of distribution is control over the costs of production and ownership of the value created throughout the supply/value chain. The two fundamentals are what we call 'horizontal' and 'vertical' distribution.

Provide a strong response to the following:

• First clearly define horizontal (sometimes called conventional) and vertical distribution.
• Identify where your company/product shows evidence of horizontal distribution and where it can find or how it deliveries efficiencies.
• Identify where your company/product shows evidence of vertical distribution and why you think this is a benefit or a liability to the firm.