Distribution really plays a very important role in enhancing the convenience of the customers therefore, distribution system of a company can appear as a major competency for the company. There are four elements of marketing mix including product, price, promotion and place. The distribution comes under the place category and the companies develop proper distribution system because accessibility of the customers enhances the potential sales for a company. For example, if Coca Cola company does not outsource its distribution services and Coca Cola bottles would have been available only from the factories then customers might not have been willing to get them. It is more convenient for the customers to get Coca Cola drinks from a nearby retailer as compared to getting it from a wholesaler. Therefore, distribution can become a major strength or a weakness for a company.
