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This consequently means that he has to adapt the theoretical models to his particular features. The distribution strategy constitutes a means in which the theoretical business model is adjusted to fit the specific needs of the company and as such ensure its long-term sustainable success.
To better understand, the specialized literature presents the reader with a series of distribution strategies, such as online retailing, direct distribution or indirect distribution. If the manager makes his strategic decision based on the theoretical finding that direct distribution generates more sales revenues to the manufacturer (Tutor2U), he might overlook his organizational particularity, such as the location outside the city, which would raise barriers and reduce the positive impact of the direct strategy. In other words, selection of the adequate the distribution strategies play a key role in the achievement of organizational goals.
Discussion Question 4: Cardon Carpet Mills
Based on the particularities of the Cardon Carpet Mills and the industry in which it operates, the recommendation would be that of implementing a direct distribution strategy through which they would directly interact with the customers. Also, the customer satisfaction would increase due to the fact that direct distribution is more convenient for them (Tapp, 2005). At this stage, the flooring industry is highly dynamic and competitive and the implementation of the direct distribution...
These advantages would be created with the elimination of the tertiary party existent between the company and its customers and they imply that Cardon Carpet Mills would no longer be operating under the pressures of the wholesalers. Consequently, the financial and otherwise benefits retrieved from this movement would generate more resources to be used in the achievement of the organizational goals, such as a better consolidated competitive position or the registration of increased financial results.
References:
Groshan, F., 2006, the Many Advantages and Benefits of Online Shopping, Enzine Articles, http://ezinearticles.com/?the-Many-Advantages-and-Benefits-of-Online-Shopping&id=337891 last accessed on May 21, 2010
Tapp, a., 2005, Principles of Direct and Database Marketing, 3rd edition, Pearson Education
2007, the Marketing Mix, NET MBA, http://www.netmba.com/marketing/mix / last accessed on May 21, 2010
Distribution -- Selling Direct, Tutor2U, http://tutor2u.net/business/marketing/distribution_direct.asp last accessed on May 21, 2010
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