This is the third element of the marketing mix and information here will help you understand what you need to do in order to bring products to your customers. The importance of 'Place' boils down to managing distribution or marketing channels in order to deliver products that your customers want at the right time, right place and right price.
When thinking about a route to market, the following headings will need consideration:
- Analyse your customer service needs i.e. do buyers want to buy local or through a centralised system? Do they want to buy from the producer, distributor, internet, etc? Do they want a range or single lines?
- Define the channel objectives and constraints. These should be set with the targeted level of customer service in mind while aiming to reduce cost.
- Identify channel alternatives e.g. direct marketing, sales reps, distributors/intermediaries.
- Evaluate alternatives. Criteria might include profitability, how much control you have, and flexibility.
The first section we address is Distribution. For many small businesses, distribution is a major challenge. It is often costly and difficult to manage. In our distribution section, you will find information on:
- Choosing and managing a distributor
- Negotiation tips
- Bord Bia Distribution Cluster Programme
After distribution, we provide place information on the Irish and Export markets. As the majority of small business exports are to the UK, we have prioritised this market.
The last heading under place is E-Marketing. Here we provide you with the basics of conducting your business online. New content under the E-Commerce heading (online transactions) will follow soon. Check back for more updates.