Market Access Through Segmentation and Distribution Essay

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TAMPERE UNIVERSITY OF TECHNOLOGY Faculty of Business and Technology Management SUBODH AGNIHOTRI MARKET ACCESS THROUGH SEGMENTATION AND DISTRIBUTION Seminar Report ii ABSTRACT Distribution and distribution channel plays important role in product flow and reaching it to the end user. The role of distribution channel in B2B market is immense and it helps both the consumer and producer in achieving their goal. The process of marketing or distribution of goods requires particular attention of management of business because production has no relevance unless products are sold. Distributors help in reaching the right product to customer in very less span of time and control the market in certain ways. In this world of globalization every company wants to have maximum market share. Market segmentation provides such an access to the market. The objective of this paper is to see how a company can easily access the market after proper market segmentation using distribution channel. The role of market segmentation and it’s inter dependence on distribution channeling is explained. Key finding of this paper is establishing the relation between market segmentation and distribution network. Furthermore, its shows that the company can easily access the market using proper channeling. Agnihotri, S. iii PREFACE During study of “Operative sales and Management” various concepts of segmentation and distribution inspired me to write this paper. Current research paper tries to establish a relation between market segmentation and distribution channel in B2B market. The factors which help in smooth channeling are discussed and related to market segmentation. The roles of distributors and segmentation taking end user in perspective are explained. I am grateful to Dr. Jouni Lyly-Yrjänäinen for his constant guidance and sharing his knowledge with me. Without his help it

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