The relevance, strengths and limitations of each of the following theories are based around my company X/X/X Distribution Limited was formed in 2001 to distribute FMCG products to established computer supplies dealers in the UK and continental Europe. The thrust of our business is the supply of Samsung branded compatible laser and Inkjet consumable products for H-P, Epson and Canon printers. It is a large mature market worth an estimated £40 billion worldwide (based on sell out value) and is not only dominated by the Original Equipment Manufacturers (OEMs) but by a plethora of re-manufacturers, refillers and compatible suppliers who have positioned themselves as low cost alternatives to the “big three”.