European Journal of Marketing

Distribution strategy

Contents
Introduction......................................................................................................................................2
Distribution strategy........................................................................................................................2
Conclusion.......................................................................................................................................7
Reference.........................................................................................................................................8

Introduction
The distribution includes the process of delivering the products or services to the consumers and
end-users with the means of directly or indirectly. In the case of indirect distribution, the various
use of intermediaries is involved. Distribution is one of the elements of the marketing mix.
Marketing channels are involved in the distribution. In the marketing policy, a distribution
strategy is a key element. The distribution strategy's main focus is to make the products and
services available to the business and customers. Every product and services includes a different
distribution strategy. In supply chain designing and planning, contemporary issues are faced by
the organizations.
Distribution strategy
With the rise in the market, it is necessary to consider the effective distribution strategy for the
products and services. A distribution strategy is required to deliver the products and services for
the use of the customers. Distribution channels include the business flow which occurs between
consumers and manufacturers. Intermediaries are involved in delivering the product from the
producer to the seller. The distribution level includes the level which can be zero, one, two or
three. In supply chain designing and planning, it is necessary to analyze the distribution strategy
for delivering the products or services (Florescu, et al. 2019). In an organization, the
implementation of an effective distribution strategy helps in obtaining revenue and retaining
customers' loyalty.
There are different types of distribution strategies that are adopted by organizations.
Direct distribution
It is a strategy in which manufacturers sell the product directly to consumers. The various
organization also adopt the strategy of directly sending through e-commerce in which consumers
purchase online directly from manufacturers. Direct shipping is the strategy is a method of
distribution in which goods directly come from suppliers to retail stores. It helps in eliminating
the intermediate facilities like warehouse and distribution center (Burningham, et al. 2020). It
provides the various advantages by eliminating the intermediaries, it helps in saving the time and
creates less damage. It is required to bypass the warehouses and distribution centers. It reduces
the lead time. This approach has adopted companies like Dell.