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Managing Distribution: An Introduction

A distribution channel is the path your product follows to reach the end user, through distributors, wholesalers, retailers, self-service outlets, telephone sales ETC.

I have chosen 2 manufacturers of mass produced products and I will describe in detail how they deal with the distribution channel decision.

The first company I will talk about is the Benetton Group. Today, the Benetton Group is present in 120 countries around the world. It’s core business is clothing. The group produces over 110 million garments every year, 90% of which is manufactured in Europe.
Benetton innovated a technologically advanced system of distribution. The company linked its sales agents, factory and warehouse together using an international electronic data interchange system (EDI). This means if there is an order made in another part of the world, it is sent and placed on a personal computer where the information is collected and sent to the......

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Approximate Word Count: 1533
Approximate Pages: 7 (250 words per double-spaced page)

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