Distribution of Danish potted plants

Presents a case on Danish potted plants distribution. The company, GASA‐Group Denmark, is the dominating distributor of Danish potted plants to all of Europe with a total turnover of approximately DKK2.8 billion. The company’s management is planning a long‐term strategy, and the paper describes the strategic challenges to be met, and the available basis for decision. As the company is owned by the Danish market gardeners, it is important that the company decides whether or not to release itself from this group of suppliers. Another important problem is if the company’s basis of existence will decrease because of the customers’ and the suppliers’ structural development