Course Language
English ‎(en)‎
Time Required
1 hour
Course Type
Online/Internet Based
Course Fee
Free of charge
Course Access
Open for enrolments

The Capability to Distribute

Distribution is the process of making a product or service available to buyers. It can be done directly, such as when the producer sells directly to a consumer, or indirectly, such as through distributors or other intermediaries such as retailers, for example.

The particular distribution strategy that you will choose for your business will depend on the type of product or service you want to sell. In it, you will need to choose one or more “distribution channels” which are pathways through which your product will get distributed to your buyer. These channels can be relatively simple or extremely complex. They will also look different depending on the type of business you have.

As far as ITC’s Competitiveness Map is concerned, the capability to distribute involves only a single process, namely, selecting distribution channels and modes of entry. Other distribution-related processes, such as inbound logistics with suppliers and internal logistics in warehouses and production plans, are included under the production competency are not included here.

By the end of this module, you will be able to:

Identify the key process that builds your business’ capability to distribute;
Identify the symptoms of underperformance when it comes to selecting distribution channels and modes of entry; and
Assess your business’ performance in selecting distribution channels and modes of entry.