Marketing channels/distribution Essay Example

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Marketing Channels and Distribution

Marketing Channels and Distribution

Coca-Cola is the world’s leading non-alcoholic beverage company in the world and a strong presence in most of its host countries (Johnson et al., 2014). However, in India, the company has failed to establish a strong presence and boost its competitive advantage. This paper will establish the reason why big companies like Coca-Cola fail in establishing strong distribution channel.

Many successful major retailers sought to use well-developed marketing channel on the social network which needs effective strategy in order to perform well (Johnson et al., 2014). If well planned, the social network marketing channel should target the customers’ satisfaction. Products should be advertised in advance in the social networks on a regular basis in order to create awareness (Johnson et al., 2014). Most retailers like Coca-Cola do not have a strong marketing channel on the social media that will enable them secure strong competition in foreign markets.

In addition, Coca-Cola has not invested enough resources and time in the distribution and marketing network (Johnson et al., 2014). It is clear that distribution and marketing channels are very fundamental for any organisation to connect to the customers and inform them about a product existence on the market (Johnson et al., 2014). In order for retailers of Coca-Cola calibre to succeed in foreign markets, it is important to invest more in marketing channels such as the internet, television and radio. Coca-Cola has the chance to expand its distribution channel to other potential areas in order to have a strong competitive edge (Johnson et al., 2014).

Generally, huge retailers like Coca-Cola Company fail to establish a strong distribution channel due to inadequate marketing channel such as the internet, social media, radio, television among others. The company should invest more on marketing their product in order to create awareness and expand its market.


Johnson, Scholes, Whittington, Angwin & Regner, (2014). Exploring Corporate Strategy, Prentice Hall Ed 10.