Analysis: Current Distributor Network(s)

Note: This may not apply if the organization does not use distributors.

Evaluate how the organization’s product(s) is distributed. Clearly marketing plans for a service organization 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).

  1. Describe the Channels/Supply Chain Employed to Sell and Deliver the Product (Note: Internal sales force discussion should appear under company promotion in Analysis: Current Product(s) above.)
    • Options may include:
      • direct to customer
      • indirect via a distributor
      • combination of both
  2. What are the Needs/Benefits Sought by Distributors?
  3. 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 the product positioned?
      • e.g., how does distributor view product in relation to competition
    • What are the attitudes and perceptions about the organization’s product(s)?
  4. Purchasing Process
    • How does distributor network make their purchase?
    • Who or what influence distributor’s purchases?
  5. Demographics
    • Who makes up the distributor network?
      • types
      • size
      • geographic region
      • markets served