references/theories/physical-availability.md

# Physical Availability

## Theory

Use this as an applied decision model, not as proof that the model is correct in every market.

## Use when

- Demand exists but buying access is constrained.

## Mechanism

Increase presence, ease, distribution, and buying convenience.

## Applied marketing use

Fix availability before spending to create more demand.

## Failure modes

- Assuming media can solve distribution.

## Counterweights

- `marketing-mix`

## Sources

- `source:sharp-how-brands-grow`