MARKETING PLAN EXPLORER
Copyright 2002, Professor Jerome M. Katrichis
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III. EXTERNAL SITUATION ANALYSIS
G. 2. Types of Distribution Outlets
The purpose of this section is to detail the types of distribution outlets currently being utilized by your organization's industry and to point out differences between competitors in this respect. The types of outlets utilized by a firm can be a key issue with respect to the positioning strategy of your organization. For example, in the cosmetics industry, the types of outlets can have a dramatic impact on the consumer perception of quality for a product. Lower quality products tend to be sold in grocery, drug, and discount stores while the higher quality products are typically in department stores.