“The company’s channel objectives are also influenced by the nature of the company, its products, its marketing intermediaries, its competitors, and the environment. For example, the company’s size and financial situation determine which marketing functions it can handle itself and which it must give to intermediaries. Companies selling perishable products may require more direct marketing to avoid delays and too much handling.” (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., printed page 322.) Being a small local Brewery the cost of distribution and marketing is a big deal, while it takes money to make money it is still important to maintain the bottom line. As a local brewery we plan on using our own people and trucks to deliver our products to the local retainers we serve. This serves two purposes for us as a company we can deliver our products at comparative prices rather than pay for that service, the second reason is that we can use our truck for free advertisements as we deliver our products. We will also be utilizing the internet thru internet ads to bring people to our website where they can learn how and where they can purchase our product, one of those ways is right from the website and have it delivered right to their front door. This service is of course for local costumers only, but serves for another advertising opportunity for us as a company. “Multichannel distribution systems offer many advantages to companies facing large and complex markets. With each new channel, the company expands its sales and market coverage and gains opportunities to tailor its products and services to the specific needs of diverse customer segments.” (Marketing : an introduction / Gary Armstrong, Philip Kotler. — 10th ed., printed page 320.)
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