OROMIA STATE UNIVERSITY

COLLEGE OF FINANCE AND MANAGEMENT STUDIES

DEPARTMENT OF MASTER OF BUSINESS ADMINISTRATION

ADVANCED MARKETING MANAGEMENT COURSE

ARTICLE REVIEW ASSIGNMENT

BY:
HAMBISA WAKJIRA AMECHA……………………………..W/15/0848

SUBMITTED TO INSTRUCTOR: CHALA DECHASSA (PhD, ASSOCIATE

PROFESSOR)

CENTER: BURAYU

APRIL, 2023
BURAYU, ETHIOPIA

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 Table of Contents
Contents Pages
1. Introduction …………………………………………………………………...………………..1
2. Purpose of the article/ Problem
statement……………………………………………………….1
3. Specific objectives it tries to achieve……………………………………………………...
…….1
4. Data used (including its type-Quantitative or qualitative)
……………………………………….1
5. Method of data analysis……………………………………….……..…….……………………
5
6. Findings, Conclusions, and recommendations………….
……………………………………….5
7. Strengths and
weaknesses……………………………………………………………………….6

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DISTRIBUTION CHANNELS AND THEIR ROLES IN THE ENTERPRISE
By :Szopa P., Pękała W

1. Introduction

"Distribution Channels and Their Roles in the Enterprise" by Szopa P. and Pękała W. is a
comprehensive study that examines the importance of distribution channels in enterprises.
Distribution channels play a critical role in delivering products to customers and are crucial to
the success of any business. The article aims to address the problem of how distribution channels
can contribute to the success of a company by exploring their various types, roles, and factors
that influence their selection. The authors used both qualitative and quantitative data to analyze
the different types of distribution channels, their roles in enterprises, and the impact of their
selection on business success. The study's findings provide valuable insights into the importance
of selecting the right distribution channel for a business and the factors that influence their
selection. The authors' recommendations can help companies make informed decisions about
their distribution channels and achieve their objectives more efficiently.

2. Purpose of the article/ Problem statement

The purpose of this article is to examine the importance of distribution channels in enterprises.
The authors aim to address the problem of how distribution channels can contribute to the
success of a company by exploring their various types, roles, and factors that influence their
selection.

3. Specific objectives it tries to achieve

The specific objectives of this article are to:

 Identify the different types of distribution channels and their roles in enterprises.

 Analyze the factors that influence the selection of a distribution channel.

 Examine the impact of distribution channels on the success of an enterprise.

4. Data used (including its type-Quantitative or qualitative)

The authors used both qualitative and quantitative data in this study. The qualitative data was
collected through interviews with executives of different enterprises, while the quantitative data

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was obtained through a survey of businesses in Poland. The authors analyzed the data using
descriptive statistics and regression analysis.

Overall, the findings of the study suggest that the choice of distribution channels depends on
various factors such as product characteristics, target market, competition, and the company's
resources. The selection of the right distribution channel can significantly impact the success of
an enterprise. Therefore, the authors recommend that companies should carefully consider the
factors that influence the selection of a distribution channel and choose the channel that best suits
their needs.

5. Method of data analysis

The authors used both qualitative and quantitative data in this study. The qualitative data was
collected through interviews with executives of different enterprises, while the quantitative data
was obtained through a survey of businesses in Poland. The authors used descriptive statistics
such as mean and standard deviation to analyze the quantitative data. They also employed
regression analysis to examine the relationship between different variables such as the choice of
distribution channels and the success of the enterprise.

6. Findings, Conclusions, and Recommendations

The authors found that the choice of distribution channels depends on various factors such as
product characteristics, target market, competition, and the company's resources. The study
identified four types of distribution channels: direct selling, indirect selling, dual distribution,
and reverse channels. The authors found that the most common distribution channel used by the
surveyed companies was direct selling.

The study found that the selection of the right distribution channel can significantly impact the
success of an enterprise. Companies that choose the appropriate distribution channels can
increase their sales, reduce costs, and improve customer satisfaction. On the other hand,
companies that select the wrong distribution channels may experience reduced sales, increased
costs, and customer dissatisfaction.

The authors recommend that companies should carefully consider the factors that influence the
selection of a distribution channel, such as the product characteristics, target market,

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competition, and the company's resources. Companies should also consider the advantages and
disadvantages of different distribution channels before making a final decision. The authors
suggest that companies can use a combination of distribution channels to achieve their
objectives.

In conclusion, the study highlights the importance of distribution channels in enterprises and
provides valuable insights into the various types, roles, and factors that influence their selection.
The authors' recommendations can help companies make informed decisions about their
distribution channels and achieve their objectives more efficiently.

7. Strengths and weaknesses

The article provides valuable insights into the role of distribution channels in enterprises. The
authors used both qualitative and quantitative data to support their arguments, which increases
the validity of the findings. The article is well-organized and presents the information in a clear
and concise manner. The authors have also provided recommendations that can help companies
make informed decisions about their distribution channels.

However, the article has some weaknesses. Firstly, the study was conducted only in Poland,
which limits its generalizability to other countries. Secondly, the authors did not discuss the
limitations of their research, which could have included the sample size, sampling technique, and
response rate. Thirdly, the study does not provide a detailed analysis of the various types of
distribution channels and their specific roles in different industries.