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Most organizations, do not involve the shareholders and other directors in the policy making process. They are only involvement in the final output. For effective optimization of distribution channels, all the key stake holders should be involved from the time the company is drafting its distribution strategy (Kotler & Lee, 2007).
A good distribution channel, should look at all the key sections of an organization that need to be looked at and questioned. For example, if the goods delivery time is delayed, what will impact will the effect have on the overall sales revenue? This type of questions need to be asked and answered by an organization in order to optimize of distribution channels (Kotler & Lee, 2007).
One of the areas, which organizations give little attention is the inventory. The way a company manages its inventory, becomes more and more important. A company needs to know where and how it’s going to stock all the products (Kotler & Lee,
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