Channels of Distribution - Assignment

Running head: CHANNELS OF DISTRIBUTION
CHANNELS OF DISTRIBUTION
Student’s Name
University Name
Author note

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CHANNELS OF DISTRIBUTION
Introduction
Distribution is also considered to be a place variable, which is an element of
marketing mix. Distribution channels involve reaching the manufactured products to the end
users. Distribution channels are highly essential factor in the market, however, many retailers
or companies tend to ignore the distribution element of marketing the products and services.
In today’s technologically advanced business environment, companies prefer ‘direct
distribution channels’ and ‘eliminating the middleman’ (Gilliland & Kim, 2014). However,
there are arguments that the intermediaries increase the efficiency of the products as they
perform specialized task on the products as it reaches to the consumers. The purpose of this
report is to determine the channels of the distribution for the chosen product: packaged food
products. It provides suitable channel for distributing the product and the rationale for the
structure.
Channels of distribution structure
In order to ensure that the customers are served adequately and entertained
effectively, the organization plans to distribute the products through distributors. The
manufacturers of the food products will be hiring a distributor to distribute the products to the
end users. The manufacturer’s food products will be sold to the distributor who purchases the
products, stores them and finally sells them through a distribution channels (Harvey,
Kiessling & Akdeniz, 2014). The distributors lie between the manufacturer and retailers and
finally the consumers. The selected local distributor will be working in behave of the

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CHANNELS OF DISTRIBUTION
business organization. The manufactured food products will be sold to the distributors who in
turn will distribute the products among the retailers or departmental stores who in turn will
sell the products in smaller quantities to the consumers in the market (Harvey, Kiessling &
Akdeniz, 2014). The disturbers will act as middle men who will provide specialized services
on behalf of the customers. The distributors have specialized knowledge about the local
retailers in the market, and distribute the products among selected retailers which will be
more saleable to the customers.
Rationale for the selected structure
The distributors act as wholesalers who can undertake additional responsibility for
distributing the products among the retailers. The company can get specialized service from
the distributors who will manage the orders and also perform the function of sales
representative (Rehme et al., 2016). The distributors of the business organization will freed
the business organization from these additional responsibilities of performing marketing
analyzes and searching for new opportunities in order to attain effective sales performance.
The distributor has the ability to focus on a particular market area which has relater potential
for sales. This will enable the business organization to cultivate string relationship with the
manufacturers and the customers (Tamilia, 2016). The chosen distributor must have stronger
affiliation from the business organization. They will take the responsibility to ensure that the
products and sold. This will enable the manufacturer to focus on its operational activity and
quality of the food products.
Promotion of the product to consumers