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Analysis: Current Distributor Network(s)

This may not apply if company does not use distributors.Evaluate how the company’s product(s) is distributed. Clearly marketing plans for a service company may not have much detail here but this section will most likely have some relevance even for service firms (e.g., package delivery services, online legal service, etc,). (Length: 2 pages).

  • Describe the channels/supply chain employed to sell and deliver the product: (Note: internal sales force discussion should appear under company promotion in Current Product Analysis above.)
    • Options may include:
      • direct to customer
      • indirect via a distributor
      • combination of both
  • What are the needs/benefits sought by distributors?
  • Describe the product’s role within the distributor network:
    • How is this product used within the distributor’s business?
    • How important is product within the distributor’s strategy?
    • How is product positioned?
      • e.g., how does distributor view product in relation to competition
    • Attitudes and perceptions about company's product(s)
  • Purchase process
    • How does distributor network make their purchase?
    • Who or what influence distributor’s purchases?
  • Demographics
    • Who makes up the distributor network?
      • types
      • size
      • geographic region
      • markets served
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2 Comments

  1. Mathews Zimba makes this comment

    March 02, 2010

    I am working as a marketing officer and also doing my CIM professional certificate, these materials are so helpful for my decision making at work and studies and research. Thanks for making things easier and accessible.

  2. Sabir Hossain makes this comment

    February 22, 2010

    I am working in a logistics department and to know more about marketing, I read carefully and I have decided to change my line from logistics to marketing. Your article is really good and will help those working in marketing. Thanks.

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