Strategic plan of distribution is an important

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 route through

which goods or services pass from the
producer to the end consumer. Each fragment
of the marketing process can be observed in
the following diagram.

Servicio Nacional de Aprendizaje - SENA Reservados todos los derechos 2013.

 Introduction

Strategic planning of production is an important tool

that companies implement in order to organize the
several factors that are interconnected in the market-
ing process, improving customer services and reducing
costs. (Tompkins and Harmelink, 1991)

One of those factors refers to the distribution chan-

nel that means the route through which goods or
services pass from the producer to the end consumer.
Each fragment of the marketing process can be ob-
served in the following diagram.

Servicio Nacional de Aprendizaje - SENA Reservados todos los derechos 2013.

 Determining factors for selecting distribution channels

Another aspect that is important to talk about is the deter -

mining factors for selecting distribution channels.

1. MARKET: they
could be people or
organizations which
have different kind
of necessities to be
satisfied.

The feature of products

2. PRODUCT:
they could be tangi-
ble or intangible and
also, could have a
variety of attributes
such as, color, qual-
ity, brand, packaging
and price. Addition-
ally, the customer
service quality could
affect positively the
consumer´s mind.

Servicio Nacional de Aprendizaje - SENA Reservados todos los derechos 2013.

 Other people who partici-
pate in the process

3. INTERMEDIARIES:
it refers to those people
or companies who are
placed between produc-
ers and consumers or
end users such as whole-
salers, distributors and
retailers.

4. COMPANY: they
could be organizations
formed by people,
goods, common goals
and achievements to
satisfy customers.

Servicio Nacional de Aprendizaje - SENA Reservados todos los derechos 2013.

 References

Tompkins, J., and Harmelink, D. Strategic Master Plan-

ning: A Distribution Imperative. Document # 50980. In-
dustrial Development, December, 1991. Retrieved from
http://www.conway.com/geofacts/pdf/50980.pdf.

Thompson, I. (2007). Tipos de canales de distribución.

Retrieved from http://www.promonegocios.net/dis-
tribucion/tipos-canales-distribucion.html.

Imágenes de apoyo recuperadas de

http://www.morguefile.com

Servicio Nacional de Aprendizaje - SENA Reservados todos los derechos 2013.