STRATEGIC PLAN OF DISTRIBUTION

Implementing a distribution channel strategy is part of the

marketing program, in which all the tools of the program
are aimed at better meeting consumer needs. As well as
the product strategy and its positioning.

The distribution channel is the path that is

followed in the process of marketing a
product from the manufacturer to the
industrial user or consumer.
Determining
factors.

COMPANY: Organization of activities

MARKET: Organizations or or pursuit of economic or commercial
people with different needs purposes to satisfy the needs for
to satisfy. goods or services of society.

INTERMEDIARIES: They are individuals

PRODUCT: These can be tangible or
or companies that make it possible for
intangible in the case of being a
the product to arrive from the
service, they have characteristics
manufacturer to the end user,
such as brand, packaging and price.
essentially facilitating the sales process.
 DISTRIBUTION CHANNELS

DIRECT CHANNEL INDIRECT CHANNEL

When the distribution channel is direct, the When the distribution channel is indirect, the product
manufacturer sells directly to the final consumer requires the participation of intermediaries before
without the need for intermediaries. reaching the final consumer.

INTERMEDIARIES: They are agents that collaborate

between organizations for the promotion,
distribution and sale of their products or services to
the final consumer. they implement some specific
functions that producers normally prefer not to do
themselves.

Investigation: Gather information in order to create a strategic plan.

functions Contact: Find potential buyers.
Physical distribution: Establish product transport mechanisms.
Promotion: Create messages that stimulate the interest of the consumer towards the
product.
Negotiation: Agreement between seller and customer regarding price.
Adaptation: Determine the design and adjustment of a model to the product
according to consumer demands.
Financing: Seeking funds to finance marketing.
Risk acceptance: It involves accepting the risks of the marketing functions in the
distribution channel.