Distribution Channel and their Effective Functioning with Special Emphasis on Coca Cola Strategy

Dr Abhilasha Raj, Arshit Chhabra

Abstract: The trends and developments of the actors along the distribution channel are described and examined in this paper. Specifically, the study concentrates on manufacturers and resellers based on actual data from one specific case study. The study has three main objectives: (1) to examine the difficulties brought on by channel actor developments, the effects of these developments on the structure of the retailer supply chain, and their implications for manufacturers and suppliers; (2) to pinpoint justifications for manufacturers' vertical distribution integration and the resulting effects; and (3) to carry out a preliminary customer value analysis in relation to the distribution channel of COCA COLA.

Keywords: Coca Cola, Distribution Channel