A distribution channel is the path, which the organizations chooses to pass his products to the consumer. This is considered to be the basic of making the product because if the product does not reach the consumer then the organization are not meeting the customer’s needs. This is a subject that has been underplayed so much yet it is vital to the whole process of business overall. This topic is said to be underplayed by most marketers who say they do not see the aim of this aspect of business. There are various things that affect how a business can choose its distribution channels. They affect other process in the business also and are of great significance to the business. They are elucidated below.
The company resources are critical in evaluating what kind of distribution channel that the organization will employ. The aim of a distribution channel is to ensure the product of the company reach the clients and if the organization has the manpower, physical resources, Financial resources and policies to ensure they are implemented in a strategic way to ensure its success. These factors are vital since they go hand in hand in choosing which distribution channel the company can employ. The essence of a distribution channel is making the products reach the client and the synergy of the mentioned company factors creates a design and plan of how the implementation strategy will entail.
The product that the company is making also matter. The size and characteristic of the product will dictate the options available for the company to distribute its products. If the product is big in size then the company must employ a strategy that can be able to ensure the product reach safely, in good condition and on time. Perishable products will dictate the timeframe of delivery and medium used for transportation. A good example is flowers. Factories the produce flowers in Africa normally transport the flowers by plane to ensure they reach the target market fast and to ensure they do not get spoilt .
The consumer is key in choosing the distribution market since they become more preoccupied with the usage of the product and not how it will reach them. If a consumer is known to be at a particular place at a particular time and they pick their product there then they will be able to build a map with directions that the producer must follow without knowing. The manufacturer or producer will aim at ensuring the product reaches that point in time without being able to let the client down or they might not purchase the product The clients location will always be a contributing factor in choosing the right location and means of distribution.
They type of market that the company is target affect how the product will be distributed. The high end market will require a means that according to them is the best for them to be able to purchase the product and vice versa. This means the distribution channels should be according to the standards of the target market a as a whole. The target market will have an impact on the choice that the company chooses to send its products.
In conclusion all these factors are taken and deliberated to come up with a design which the company will be able to manage and the consumers will be able to get their product. This is something that all marketers should consider carefully always.
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