Tactical Decisions: Distribution

This marketing tactics section lays out the distribution plan for the product or service. Distribution is a broad concept that includes all activities and entities (e.g., value chain partners) responsible for getting the product or service to the customer. Distribution costs can represent a high portion of the overall cost of the product so an efficient distribution system may be critical for marketing success. (Length: 1-3 pages)

Brief summary of current distribution network/value chain decisions:
- Types of channels used
  - direct - e.g., direct via sales force, Internet, etc.
  - indirect - e.g., retailers, wholesalers, agents
  - combination
- Level of market coverage
  - intensive - e.g., mass availability
  - selective - e.g., wide availability
  - exclusive - e.g., restricted availability
- Outlets handling product
  - types
  - number/level of penetration
  - geographic location
- Perceived product positioning
  - in relation to competitors
- Distribution costs
Identify planned changes:
- Summarize changes
- Justify changes:
  - Due to results
  - Due to research
  - Due to competition
  - Others
Describe planned changes:
- Objectives
  - e.g., account development, gain distributor support, account maintenance, account penetration
- Types of channels employed
- Level of market coverage
- Outlets handling product
- Product positioning
- Distribution costs