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Mr Swanson, Divisional Marketing Manager of Murata Erie North America Co''s Capacitor Division, pondered distribution issues that were generating channel conflict. Overall, the market for capacitors had reached maturation, with more products being sold through distributors. This meant a shift in focus from direct to dual distribution methods for firms that wanted to remain key players. As a result of this change, several key players at both the manufacturing and distribution levels merged with each other and/or found their own niches in the market in order to better serve their clients. MENA, for example, had carved its own niche in manufacturing ceramic-based capacitors and was considered the leader in this area. With the need to sell more products through distributors, MENA was trying to understand the differences in the tasks performed by the two different distribution methods and the potential for channel conflict.