Bananas Case Study

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The role of marketing channels in supply chains is to make sure that products or goods gets to customers or consumers at the right place, right time, and the right amounts. Without marketing channels in the global chain industries, business will be brought to a hault. Both producers and consumers are connected by intermediaries or middle men to make the distribution of goods and products very efficient.

Two factors that would determine the distribution channel for bananas are: Institutional and Physical. Institutional distribution channel for bananas are the retailers and agents. Retailers and agents are the ones to get the goods (bananas) when it gets to them from the farmers; agents workers more for the producers and may help or assist in making sure that the right order or product type gets to the retailers. The physical aspect is more of the transportation and
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Wholesalers came into existence as a channel that would sell or make sales in bulks to either retailers or directly to consumers depending on the area of demand. Many producing companies and manufacturers needed a subsidiary, a channel that will buy their goods and sell on their behalf and either pay back when the goods are sold or pay before-hand depending on their arrangement. This is how wholesalers came into existence.

The future of wholesalers and retailers are good but only to some extent. Critics these days pundit the exsistence of wholesalers, but the fact is retailers can 't do the work that wholersalers do otherwise thy will be termed wholesalers as well. Wholesalers buys in bulk and sale to retailers who perhaps don 't even have the time to go buy these goods in bulks because they are busy selling to the end usere, me and you. Another fact to consider is that companies and manufacturers are begining to market their goods online, and so they are as well able to reach the consumers

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