(a) Assume you are a new product manager and you are required to design a distribution strategy. Describe the distribution strategies you will recommend. [12 marks] Page 1 of 2

As a product manager, the primary goal is to ensure that the product reaches the customer in the most efficient and effective manner. The distribution strategy involves selecting the appropriate channels to deliver the product to the end consumer. Here are some common distribution strategies:<br /><br />1. **Direct Distribution**: This involves selling products directly to the consumer without the use of intermediaries. It allows for greater control over the sales process and customer relationships but may require a larger sales force and customer service infrastructure.<br /><br />2. **Retailer Distribution**: Products are sold through retail outlets. This strategy can reach a wide audience and provides customers with the opportunity to touch and feel the product before purchasing. However, it may involve higher costs due to markups by retailers and less control over the in-store experience.<br /><br />3. **Wholesaler Distribution**: Products are sold to wholesalers, who then sell them to retailers or directly to the end consumer. This strategy can extend the reach of the product to a broader market and allows for economies of scale in distribution. However, it may result in lower margins due to the involvement of multiple parties in the distribution chain.<br /><br />4. **Online Distribution**: Selling products through a company’s own e-commerce platform or through third-party online marketplaces. This strategy can reach a global audience at a relatively low cost and provide detailed product information and customer support. However, it requires a strong online presence and effective digital marketing strategies.<br /><br />5. **Dual Distribution**: A combination of direct and indirect distribution channels. For example, a company might sell products directly to consumers through its website and also through retail partners. This strategy can maximize coverage and sales opportunities but may require complex logistics and coordination.<br /><br />6. **Exclusive Distribution**: Limiting the number of distributors or retailers that can sell the product. This strategy can create a premium image for the product and ensure high service levels but may limit market coverage and increase pressure on the limited number of distributors.<br /><br />7. **Intensive Distribution**: Attempting to place products in as many outlets as possible. This strategy is often used for convenience products where the goal is to be available wherever potential customers might look for them. However, it can be costly and may dilute the brand's image if not managed properly.<br /><br />Each of these strategies has its advantages and disadvantages, and the best choice depends on the product, target market, and overall business objectives. A thorough analysis of these factors will help in selecting the most appropriate distribution strategy or combination of strategies.