Dominant market share: Flexibility and availability in your channel to market
Saturday 23rd September 2011 - By Leo Alarcon Share
Having a strong channel to market is a strategic asset which allows producers and companies to extract higher margins and achieve a dominant market share . Not only having a strong channel to market, but the flexibility and availability to adapt and supply customer requirements is an important advantage . This alone can further strenghten market share and customer loyalty. Major beverage companies recognized this in the late eighties and nineties and started distributing their products through vending machines and a variety of independant distributor channels. For some of these brands the abundnt availability of their drink products made it so convenient for customers to consume these on a more regular basis thus substituting for other drinks such as juices, water, and other drinks and etablishing themselves as leaders in the bottled drinks market.
Applying and adpating this example to your business can enhance customer satisfaction and loyalty. In customer's eyes this may become a determinant in choosing your product over the competitor's. Customer's will always appreciate and value the easy availability and simplicity of acquiring products and services when they need them
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