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What is Distribution Channel

Cases on Digital Strategies and Management Issues in Modern Organizations
Distribution channel is a route/method by which companies deliver products and services to customers and end users. It can be direct or indirect depending on the number of through which a good or service passes until it reaches the final buyer or the end consumer.
Published in Chapter:
The Bonduelle Group's Distribution Strategy: Adding a Branded Retail Store?
Véronique Boulocher-Passet (University of Brighton, UK), Randall D. Harris (Texas A&M University, USA), and Sabine Ruaud (EDHEC Business School, France)
DOI: 10.4018/978-1-7998-1630-0.ch007
Abstract
This case study discusses the distribution strategy of the Bonduelle Group and the ability to and value of becoming a retail brand for the world's leading producer and supplier of ready-to-eat processed vegetables. In 2010, the family business opened its first flagship store named ‘Bonduelle Bienvenue'. It was entirely dedicated to processed vegetables and offering a big range in the same selling space. The objective of this prototype was not to substitute the company's existing distribution network, or even to hinder it, but to complement it by providing brand visibility and enabling an increase in Bonduelle Group's market share within households. Introducing the reader to the company, the first steps of the concept store back in 2012, and the following other D2C initiatives of the group, this case aims to address the advantages and drawbacks for a food processing brand to engage in selling directly to end consumers.
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More Results
The Benefits of Using Print-On-Demand or POD
The route a product moves through to get from original creator to final consumer. The channel includes all of the intermediaries: distributor, wholesaler, and retailer, that move the product along through the process.
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New Approaches to Business Strategies After COVID-19
It is the process chain that ensures that the products are taken from the production place by the manufacturers and reach the buyers.
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A Holistic View of the Challenges and Social Implications of Online Distribution: The Case of Pensions
A distribution channel or chain is a set of companies involved in making products/services available for sale to the final consumer. A distribution channel can be direct (from manufacturer to final consumer) or indirect (involving a number of intermediaries or middlemen).
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Omni-Channel Challenges and Opportunities for Profitable Customer Relationship
Is the flow/network that a good or service follows from production or manufacturing to the final consumer/buyer.
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