MARKETING PLAN EXPLORER
Copyright 2002, Professor Jerome M. Katrichis
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III. EXTERNAL SITUATION ANALYSIS
G. Distribution Structure
The purpose of this section is to discuss the current situation pertaining to the distribution channels utilized in the industry. The focus is on the number and types of different distribution channels/outlets and on the intensity of market coverage that is utilized by your organization and b the overall industry.
Market coverage intensity can be thought of as exclusive, selective, or intense. Exclusive coverage means that there is typically only one outlet for any specific market area. This is appropriate when customers will seek out a product and when the product has very stringent service requirements. Selective means there is a limited number of outlets in each area. This is appropriate market coverage when customers do substantial shopping for products and there is an image or service requirement for the product. Intense coverage means you have your product everywhere a customer might want one. This is most appropriate for convenience type goods (e.g. soft drinks or candy).