3.3.6—Place and distribution

Place covers distribution channels, intermediaries, logistics, location and access. The right route balances customer convenience, coverage, control, speed and cost.

Direct channels give more control and data; intermediaries can provide reach and expertise but reduce margin or control. Physical and digital channels can be combined.

A specialist medical product may use trained distributors for compliance and service, while a standard accessory can sell directly online for convenience.

Wider distribution can increase sales but also create stock, service and brand-consistency problems.