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The case approach should result in the transfer of the following key elements: the changing distribution structure in Belgium (1950-1993); an overview of the importance of the large distribution groups; a market-orientated look towards the discount strategy; the reasons of the concentration movement within the food industry; the influence of the emergence of private labels. The intended learning objectives can be summarized as follows: to illustrate the origin of tensions between the different links in the distribution chain from manufacturer to consumer in which a shift in the balance of power stands out from producer to distributor; to describe the opportunities and threats for producers and distributors in the sector using an environmental analysis; to situate the importance of private labels'' techniques in the distribution companies'' overall strategy; to develop a strategy for the food producers as a defence against the private labels of the distribution companies.