Introduction
Deploying an efficient distribution strategy is essential for
enterprises to sell their products / provide services to its
customers. Often, a manufacturer's distribution strategy may
involve multiple channels of distribution, i.e., multi-channel
distribution. This helps enterprises make their products/services
more widely available and concurrently adds to the convenience of
the consumers who have multiple options to make their purchases.
Manufacturers often choose to sell through a distribution network
and simultaneously supply goods to their customers directly –
this is referred to as a dual distribution model.
It is common practice for manufacturers of white goods,
electronic gadgets, apparel, footwear, accessories, etc., to
distribute their products through multiple channels including: (i)
company showrooms (directly to consumers); (ii) multi-brand retail
stores (through retailers); and (iii) e-commerce platforms. Such
strategies are becoming
