This is the next step in creating your marketing plan Essay

This is the next step in creating your marketing plan - Essay Example On the other hand, it may be indirect, i.e. involving a myriad of interconnected intermediaries who facilitate the movements of the products from the producers to the customers such as agents, distributors, wholesalers, and retailers (Dent, 2011). In the case of indirect distribution, each of the intermediaries receives a product at a set price then he moves it to the next at a much higher price until the products reach the final consumers. In this regard, the price of the product rises considerably as it goes through these channels thereby becoming very expensive and unaffordable by the time it reaches the final consumer. For instance, coffee goes through a long winding channel before reaching the final consumer. It involves the farmers who grow the coffee, the exporter who exports processed coffee from its country of production to overseas, the importer in overseas who orders coffee from coffee producing regions, the distributor of imported coffee such as supermarkets and stores, and finally the retailer who brews the coffee and sells it to the final consumer. This is where River Side Cafe stands (Kansal & Kapoor, 2003). However, in this case, the producer of the products on sale, i.e. coffee and tea, is the cafe and the customers of the products are the clients who throng into the company premises to taste a cup of pure traditional coffee and tea imported from Mexico. As such, River Side Cafe only considers itself and its customers in setting up its channels of distribution. The main product sold by the cafe is a service. Services are inseparable from their producers. Therefore, it is unlikely for the cafe to seek out external distributors of their coffee and tea rather than themselves. In addition, quality service delivery comes along with customer experience journeys and experiences that should enable the organization deliver maximum satisfaction to their consumers. The cafe will therefore adopt a direct