Distribution Channel and Types of Intermediaries
Dove Chocolate as is commonly known in the markets, apart from the United Kingdom, the MiIDles East and Ireland where it is known as the Galaxy, is simply a firm that is owned by the Mars Company which is solely responsible for the production and marketing of the chocolates produced. By mentioning this fact, it is very obvious that Dove Chocolate comes out as a company that is very independent and discreet in as far as distribution of its commodities is concerned. Being a company that aims at reaching the very lowest levels of the customer base that it has Dove Chocolate has a strategy that aims at ensuring that the distribution of its products is done directly. The company aims at ensuring that it deals directly with each and every single customer so that highly customized products are delivered to the customers as is indicated in Perrault, Cannon, and McCarthy, (294) which indicates that Dove Chocolate is more customer-devoted. On the other hand, Dove Chocolate has a very limited indirect distribution channel whereby wholesalers are issues with the products to deliver in some points in the year calendar.
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