While their idea is innovative, they lack the clout or name brand appeal that will draw consumers away from current grocery stores. In order to better understand that we should look more closely at distribution channels that will affect Tesco’s campaign across America. Channel distribution can be broken down into three different systems: direct, indirect, and multi-channel. (Christ, 2008) The direct distribution system can be summed up by, “marketer reaches the intended final user of their product by distributing the product directly to the customer”. (Christ, 2008) Essentially, Tesco would be the only partner in their distribution channel. In indirect distribution “the marketer reaches the intended final user with the help of others”, basically there are more parties involved in selling the product to the end user. (Christ, 2008) Finally there is multi-channel distribution. Multi-channel distribution... [continues]
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