Analysis Guide to determine the nature of distribution channels - an approach to market orientation

Abstract

This article studies the channels of distribution in the pharmaceutical consumer market in Medellin. It presents an illustration of the implementation of some steps of a procedure or approach to design or review the nature of the distribution channels of the firm. The procedure assumes market requirements to be one of the driving forces shaping the decisions made by firms, regarding channels of distribution. Thus, buying behavior and service requirements of final consumers, retailers and wholesalers were investigated. This article shows how to carry out basic analysis leading to the design of new channels and to the assessment of existing ones, as well as to the improvement of relations among channel members, based on market´s buying behavior and service requirements.