Coverage 4 Marketing, Sales, & Channel Management The biggest goal for a distribution channel is to create a product that is easily available to the customer who wish to buy the merchandise. In the consideration of consumer goods, two conditions of availability should be thought-through. First, attain the wanted standard of coverage in the conditions of the appropriate retail outlets. For this reason, retailers vary in their sales volume and manufacturers have to consider the importance of all retailers on the grounds of their chunk of transactions inside the stock category. For example, a bundle of edible material may be stocked by only 40 percent of the districts food stores. However, there may be 70 percent of all commodity volume (ACV) because it is controlled mainly through the supermarkets accounting for a great amount of the mass sales of the products. Second element to consider about availability for consumer goods is the products location inside the store. One approach to gauge performance in this area is the percentage of accessible shelf or display room committed to a brand, carried by the significance of the store. Let’s use industrial products, for determining channel performance through the wholesale stage for consumer products. Appropriate concerns of availability are whether the industrial customer or retailer has the time to make a purchase and acquire the merchandise while it is desired. Now we have a question of the adequacy of market coverage. Companies can evaluate coverage by weighting out how frequently customers in an area are selected by business or distributor sales representative and by the period required to fulfill and transport an order (i.e., order cycle time). Cycle time procedures are especially important when retailers can buy their demands directly from a corporations Web site, or through a linked manufacturer via a computerized system. Product availability is a vital goal for every distribution channels. The convenient level of availability fluctuates with the features of the merchandise and the desired customers, particularly the merchandises significance to the customers and the output of time and work they will exhaust to attain it. For example, customer convenience goods, like packaged goods and health products, require urgent availability because nearly all customers are reluctant to dedicate a great deal of effort to obtain a certain brand. While urgent availability is barely critical for exclusive and essential merchandise, like customer specialty goods or important industrial supplies and installations. Market and competitive elements also determines a company’s ability to bring a desired degree of availability for its merchandise. When demand is short or while the brand possesses a tiny relative share of the entire market, wholesalers or retailer’s eager to display it may be tough to find. The company may have to provide added incentives and inducements to manage a fair degree of.