Anglais: distribution in a business

Distribution means to spread the product throughout the marketplace so that a large number of people can buy it.

Commercial distribution is part of the physical distribution. It's essentially the transfer of propriety over a product from the producer to the user/consumer. This transfer can be made via what are called ‘distributors’. Concretely, the specific activities of commercial distribution consists of defining the distribution policy, choosing, implementing distribution channels between the producer and the consumer. Typically, the sale can be carried out directly, by stores or by e-commerce, or via resellers.

Internally, this team works more specifically with the marketing teams responsible for defining the product offerings, their adaptation to the market, the sales teams and the supply chain teams, in charge of the physical distribution of the products.

Outside, this department works more specifically with the representatives of the external distribution channels (resellers, wholesalers ...).

I would be interested to work in this department, specifically to study the best distribution channels, the strategic choices, such as mass distribution, intensive distribution, exclusive or selective distribution...

Selective distribution: A manufacturer may choose to restrict the number of outlets handling a product. For example, a manufacturer of premium electrical goods may choose to deal with department stores and independent outlets that can provide added value service level required to support the product. Dr Scholl orthopedic sandals, for example, only sell their product through pharmacies because this type of intermediary supports the desired therapeutic positioning of the product. Some of the prestige brands of cosmetics and skincare, such as Estee Lauder, Jurlique and Clinique, insist that sales staff are trained to use the product range. The manufacturer will only allow trained clinicians to sell their products.

Exclusive distribution: In an exclusive distribution approach, a manufacturer chooses to deal with one intermediary or one type of intermediary. The advantage of an exclusive approach is that the manufacturer retains greater control over the distribution process. In exclusive arrangements, the distributor is expected to work closely with the manufacturer and add value to the product through service level, after sales care or client support services. The most common type of exclusive arrangement an agreement between a supplier and a retailer granting the retailer exclusive rights within a specific geographic area to carry the supplier's product.[4]

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