Exclusive distribution refers to a system of distribution in which a distribution channel partner, particularly a retail outlet, handles products of only one company among all the competitors in that product category. Whether or not a manufacturer uses exclusive retail outlets depends is to a large extent on the company policy and strategy.
Two factors have substantial influence on on a company's policy in this respect. First, the products that are exclusive or costly, requiring more personal selling effort during the actual sales process, tend to be more suitable for exclusive distribution. Secondly, the sales turnover of the for each retail outlet mus be substantial to justify the higher cost of exclusive distribution.
Perhaps the exclusive dealership is most commonly used for automobiles. Another, class of product where exclusive distribution is used is premium sport shoes and accessories. For example, both Nike and Adidas use exclusive retail outlets extensively.
No comments:
Post a Comment