St r at egic plan of dist r ib ibu ut io ion n
L et 's list en!
Good Mor ning. My name is Su sana Brown, how can I help you?
Good Morning, I´m Fiorella Bryan. I would like to have some information about the be st way to sell my product. I produce handcraft j je e we l s a n d I w a nt t o d i s t r i b u t e throughout Colombia; especially, in Bogotá and Medellín.
T h a t ´ s v e r y i nt e r e s t i n g. I w i l l Th explain some topics tha t you need for decidi ng on the best option. Let’s listen to some information from market experts.
Strategic plan of distribution is an importan t
tool that companies have implemented in order to organize several factors that are interconnected in the marketing process; improving customer services and costs. Distribution channel means the rout e through
which goods or serv ices pass from t he producer to t he end consumer. consumer. Each fra gment of the marketing process can be observed in the following diagram.
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St rat egic plan of dist ribut ion
Introduction
Strategic planning of production is an important tool that companies implement in order to organize the several factors that are interconnected in the marketing process, improving customer services and reducing costs. (Tompkins and Harmelink , 1991) One of those factors refers to the distribution channel that means the route through which goods or services pass from the pro ducer to th e end consumer. Each fragment of the marketing process can be observed in the following diagram.
CONSUMER
INTERMEDIARY
The commercial target of the distribution channel.
PRODUCER
DISTRIBUTION CHANNEL
It is the way that goods or services use to pass from the producer to the end consumer.
The initial point of the distribution channel; people or companies who manufactures goods or services.
Diagram 1. Distribution channel
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St rat egic plan of dist ribut ion
Determining factors for selecting distribution channels
Another aspect that is important to talk about is the determining factors for selecting distribution channels.
1. MARKET : they
could be people or organizations which have different k ind of necessities t o be satisfied.
The feature of products
2. PRODUCT:
they could be tangible or intangible and also, could have a variety of attributes such as, color, quality, brand, packaging and price. Additionally, the customer service quality could affect positively the consumer´s mind.
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St rat egic plan of dist ribut ion
Other people who participate in the p rocess
3. INTERMEDIAR IES:
it refers to those people or companies who are placed between producers and cons umers or end users such as wholesalers, distribut ors and retailers.
4. COMPANY: they
could be organizat ions formed by p eople, goods, common goa ls and achievements to satisfy customers.
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St rat egic plan of dist ribut ion
Oh, thank you! I´m very grateful, because the infor mation you gave me has been very interesting. I understood the importance of choosing a suitable channel of distribution to reach the main o bjectives of my project.
Additionally, don´t forget to analyze aspect such as: kind of product, marker, and the company´s nature because it is the correct route for being successful. If you have any other doubt you can come here.
References
Tompkins, J., and Harmelink, D. Strategic Master Planning: A Distribution Imperative. Document # 50980. Industrial Development, December, 1991. Retrieved from http://www.conway.com/geofacts/pdf/50980.pdf. Thompson, I. (2 007). Tipos de canales de distrib ución. Retrieved from http://www.promonegocios.net/d istribucion/tipos-canales-distribucion.html. Imágenes de apoyo recuperadas de http://www.morguefile.com
Servicio Nacional de Aprendizaje - SENA Reservados todos los derechos 2013.
