Distribution Channels Research Articles

Analysis of Coca-Cola Company's Marketing Strategies and Business Model

In the context of the highly competitive global beverage market, this paper takes the Coca-Cola Company as the research object to analyze its unique marketing strategies and business models. With a rich history dating back to 1886, Coca-Cola has become the world's largest beverage company nowadays, with extremely high brand recognition and loyalty. Marketing strategies are a focus point of this essay. In the early stage, it increased brand awareness through outer-package bottle design, targeting American soldiers during World War II, and changing the Chinese-market-translated name. In the later stage, it strengthened its market position by investing a large amount in advertising, emphasizing the emotional connection with consumers, and establishing strategic partnerships with major events. Besides, this paper also analyzes its business model, which includes extensive distribution channels and multi-source revenue composition. This paper aims to provide targeted suggestions for Coca-Cola Company to face current challenges and offer references for other enterprises.

Quantitative Characterization of Channel Morphology and Main Controlling Factor of Shallow Water Delta—A Case from Ganjiang Delta, Jiangxi, China

(1) This paper selects the modern delta formed by the Ganjiang tributary in Poyang Lake. By performing high density statistical analysis of distribution channel parameters in the area using satellite images and geographic information processing software (LucaSpaceViewer 4.5.2, ArcGIS Pro 3.0.2, Global Mapper v23.1), including length, width, bifurcation angle, bifurcation frequency, and channel sinuosity, the distribution characteristics of delta distribution channels are derived and quantitatively characterized. (2) Classification and evaluation of these characteristics are carried out using factor and cluster analysis, ultimately identifying controlling factors affecting the morphology and distribution of the distribution channels. By statistically analyzing the geometric and bifurcation data of the channels, factor and cluster analysis for data reduction and classification, the channel is finally divided into three categories: Type I channels have relatively high channel length, width, sinuosity, bending amplitude, and a lower bifurcation (or confluence) growth rate; Type II channels are characterized by low channel length, moderate channel width, low sinuosity, low bending amplitude, and a high bifurcation (or confluence) growth rate; Type III channels are defined by moderate channel length, low width, high sinuosity, high bending amplitude, and low bifurcation (or confluence) frequency. (3) After excluding the influence of other factors, it was found that the main controlling factor for the morphology of the Ganjiang Delta channel is flow velocity, which is influenced by changes in the terrain slope. Flow velocity directly affects channel sinuosity, bending amplitude, and bifurcation (or confluence) frequency, and indirectly affects channel length and width.

Flow field design and visualization for flow-through type aqueous organic redox flow batteries

Aqueous organic redox flow batteries (AORFBs), which exploit the reversible redox reactions of water-soluble organic electrolytes to store electricity, have emerged as a promising electrochemical energy storage technology. Organic electrolytes possess fast electron-transfer rates that are two or three orders of magnitude faster than those of their inorganic or organometallic counterparts; therefore, their performance at the electrode is limited by mass transport. Direct adoption of conventional cell stacks with flow fields designed for inorganic electrolytes may compromise AORFB performance owing to severe cell polarization. Here, we report the design of a flow field for flow-through type AORFBs based on three-dimensional multiphysics simulation, to realize the uniform distribution of electrolyte flow and flow enhancements within a porous electrode. The electrolyte flow is visualized by operando imaging. Our results show that multistep distributive flow channels at the inlet and point-contact blocks at the outlet are crucial geometrical merits of the flow field, significantly reducing local concentration overpotentials. The prototype pH-neutral TEMPTMA/MV cell at 1.5 M assembled with the optimized flow field exhibits a peak power density of 267.3 mW cm-2. The flow field design enables charging of the cell at current densities up to 300 mA cm-2, which is unachievable with the conventional serpentine flow field, where immediate voltage cutoff of the cell occurs. Our results highlight the importance of AORFB cell stack engineering and provide a method to visualize electrolyte flow, which will be appealing to the field of aqueous flow batteries.

Insurtech strategies: a comparison of incumbent insurance firms with new entrants

AbstractInsurtech is closely associated with digital transformation by new entrants that seek to disrupt insurance markets. However, the insurtech concept also includes its use by incumbent insurance companies, which are actively deploying a wide variety of insurtech applications to protect their market positions through innovation of their existing business models, e.g. through improved business processes or new insurance services. A theoretical insurtech business innovation model is developed that captures the effects of digital technology in insurance markets by considering innovation as a multi-dimensional concept that encompasses business processes, novel insurance products and changes to the insurance value chain. This framework is applied to an empirical sample of digital leaders: three incumbents and four new entrants. The results illustrate a variety of insurtech applications that include the transformation of business processes, products and new types of value chain configuration, as well as relatively minor enhancements to existing systems and business practices. It is shown that all the new entrants exploit artificial intelligence, big data and digital technology to build brand-new insurance services that emphasise innovative product features, high customer value and a delightful customer experience. In contrast, the legacy insurance firms tend to use digital technology in a defensive manner, e.g. the enhancement of existing insurance services, distribution channels and market positions. The exception is the launch of a telematics insurance service by an incumbent firm, where the telematics insurance effectively operates as a standalone business within a legacy insurance firm. The theory model is effective at analysing and evaluating both the type and magnitude of innovation. The case studies make an empirical contribution by illustrating state-of-the-art innovation by insurance disruptors and contrasts this with the defensive and sometimes novel digital strategies of incumbent firms. Future trends and research opportunities are outlined.

Analysis of genetic sandbodies and coal seams with coal-bearing of Middle-Lower Jurassic in the Junggar Basin

IntroductionThe sediment genetic mechanisms have always been an important branch of the “source-sink” system, and it is also a research hotspot.MethodsConglomerate, sandstone, and coal are developed of Middle-Lower Jurassic in the Junggar Basin, and the genetic mechanism is not clear, which restricts further exploration of oilfield. Based on the core carefully, test data, and outcrop sections, Badaowan and Xishanyao formations are analyzed.ResultsFive types of conglomerate lithofacies and sandstone lithofacies, two kinds of mudstone lithofacies, and one type of coal are identified. Based on the structural-genetic mechanism, the debris flow and traction current with conglomerate are developed, and a method of the semi-quantitative identifying index is proposed based on the sedimentary sequence of lithological characteristics, MPS/BTh, and grain size characteristics as the identification criteria. Depending on fluvio-delta, the genetic bodies of the distribution channel, subaqueous distribution channel, mouth bar, braided channel, and overbank sandstone are divided.DiscussionBy integrating structural, paleoclimatic, and sedimentary environment, it was observed that coal in the Badaowan Formation has the characteristics of continuous and stable distribution of thick layers, whereas multiple sets of discontinuous and instable distribution are observed in the in Xishanyao Formation. Finally, the filling model is established, and the superposition and distribution of sandbodies are clarified.

AI Driven Animal Farming and Livestock Management System

AI-Driven Animal Farming and Livestock Management System represents a pivotal advancement in agricultural technology, promising to revolutionize traditional farming practices by integrating artificial intelligence (AI) into livestock management. This abstract presents an overview of the system's multifaceted capabilities, emphasizing its role in guiding animal farmers towards optimal livestock care, enhancing marketing strategies, and offering a suite of advanced functionalities. At its core, this system employs sophisticated AI algorithms like Natural Language Processing (NLP) and Convolutional Neural Networks (CNNs) to provide personalized guidance to animal farmers, ensuring they adhere to best practices in livestock care. Through real-time monitoring and data analysis, the system offers actionable insights into nutrition, health, and reproduction management, thereby maximizing the well-being and productivity of livestock. Furthermore, the System incorporates innovative features tailored to streamline marketing efforts. By analyzing market trends, consumer preferences, and supply chain dynamics, the system enables farmers to make informed decisions regarding product positioning, pricing strategies, and distribution channels, thereby enhancing market competitiveness and profitability

Movie distribution channels: advantages and disadvantages

In the context of film distribution, the existing distribution channels play a significant role in connecting the filmmakers with the general public. These channels represent the ways in which films reach viewers and allow access to diverse cinematic creations. Distribution channels have witnessed a profound transformation in recent years. Traditionally, cinemas were the primary medium for film exhibitions, but with the rise of television, film festivals and digital platforms, the filmmakers now have a wide range of options to reach audiences. This paper explores the advantages and challenges associated with each distribution channel, highlighting unique characteristics. Distribution involves the use of various existing distribution channels, each with its own distinct characteristics, advantages and disadvantages.

The Impact of E-commerce on the Sales of Agricultural and Sideline Products

This study explores the impact of e-commerce on the sales of agricultural and sideline products, examining how digital platforms have transformed traditional marketing and distribution channels in the agricultural sector. The research underscores the significance of e-commerce as a pivotal tool for enhancing market accessibility and efficiency for farmers and producers, particularly in rural and remote areas. By leveraging e-commerce, agricultural producers can bypass traditional intermediaries, thereby reducing transaction costs and increasing profit margins. The study employs a comprehensive analysis of market trends, consumer behavior, and sales data to evaluate the effectiveness of e-commerce platforms. It identifies key factors that influence the successful integration of e-commerce in agricultural sales, including infrastructure development, digital literacy, and logistical support. The findings reveal a substantial increase in the reach and scale of market access for agricultural products, alongside improved price competitiveness. By facilitating direct interaction between producers and consumers, e-commerce contributes to greater transparency and trust in the supply chain. The conclusion emphasizes the transformative potential of e-commerce in reshaping the agricultural market landscape, advocating for policy support and investment in digital infrastructure to further enhance its benefits. This research provides valuable insights for stakeholders seeking to optimize the use of e-commerce in agricultural sales, highlighting the need for strategic planning and collaboration among policymakers, industry players, and technology providers.

Business Development Strategy with SWOT Analysis Approach and Business Model Canvas at Wink Beauty Studio

This research aims to analyze business development strategies at Wink Beauty Studio using the SWOT Analysis and Business Model Canvas approaches. This approach aims to provide a comprehensive picture of the company's internal and external conditions and formulate the right strategy for business development. The research method used is descriptive qualitative, with data collection through in-depth interviews, observation, and documentation studies. The collected data were analyzed using a SWOT matrix to identify the strengths, weaknesses, opportunities, and threats faced by the company. The results of the SWOT analysis were then mapped into the nine elements of the Business Model Canvas, which include customer segments, value propositions, distribution channels, customer relationships, revenue streams, key resources, key activities, key partners, and cost structures. The research findings show that Wink Beauty Studio has several key strengths, such as superior service quality and customer loyalty, but also faces challenges, such as intense competition and limited resources. Development opportunities lie in the growing beauty trend and the potential of the digital market. By capitalizing on internal strengths and external opportunities, the company can develop more effective strategies to expand market reach and increase profitability. This research is expected to contribute to the management of Wink Beauty Studio in formulating the right strategic steps and become a reference for other beauty business actors in developing their businesses.

Behavior and Demand of Marketing Factors of Consumers’ Purchasing of Native Chicken Meat in Phatthalung Province

The primary objective of this study is to investigate consumer behavior related to the demand for marketing factors and their influence on the frequency of purchasing native chicken meat among consumers in Phatthalung Province. The questionnaire data was collected from a sample of 400 people using convenience sampling and the data were analyzed using descriptive statistics such as frequency, mean, and percentage, standard deviation and multiple regression analysis. The research findings indicate that consumers who preferred to purchase native chicken meat tended to be female, with an average age of 41.40 years. They typically had an education level lower than middle school, were engaged in farming occupations, and had an income of 15,620.38 baht. Consumers opted to purchase domestic chicken breeds, typically about once a month. These chickens are predominantly female, whole, yellow in color, and weigh approximately 2 kg. Consumers commonly acquired them from local fresh markets and prepared homemade dishes like chicken curry and chicken Tom Kha. The most desired market factor in purchasing local chicken meat is the product factor while marketing promotion, distribution channels, and price factors are in high level (average values 3.95, 3.83, 3.79, and 3.67, respectively). The results of the hypothesis testing reveal that gender and educational level positively impact the frequency of purchasing native chicken meat, with a statistically significant level of 0.05. However, income was found to negatively affect the frequency of purchasing native chicken meat, with a higher statistical significance level of 0.01. Therefore, farmers, producers, and marketing professionals must focus on aligning their product offerings with consumer preferences. This should entail developing strategies to promote local chicken breeds, enhancing their visibility, and extending their reach to a wider consumer base.

Behaviors and Opinions on Marketing Mix Factors Affecting Consumers' Decision to Buy Pasteurized Dairy Products in Sukhothai Province

The objectives of this study are to 1) study consumers' purchasing behavior of pasteurized milk products, 2) study opinions on marketing mix factors affecting consumers' purchasing decision of pasteurized milk products, and 3) compare personal data with consumer behavior and marketing mix factors. The sample group for the study includes 400 consumers of fresh pasteurized milk products in Sukhothai Province. Questionnaire was used as a tool to collect data. The statistics used in the data analysis are frequency, percentage, mean, and standard deviation.The results of the study reveal the purchasing behavior of most consumers that they prefer buying fresh, pasteurized milk products, Dutch mill brands, tasteless flavor. They buy every week during 09.01 - 12.00 hrs. The most popular selling place for consumers is general stores. The purchase is 2 - 3 bottles at a time, at amount of 180 ml./bottle, and the person influencing the purchase decision is themselves. In addition, the consumers' overall opinion regarding the marketing mix factors affecting the buying decisions is in high level. The factors with the highest average level are products, followed by price, distribution channels, and marketing promotion, respectively. The results comparing general information with consumer behavior reveal that consumer behavior varies with consumers of different gender, age, educational level, and occupation. Additionally, consumer groups of diverse age, educational level, and income affect marketing mix factors for price and marketing promotions differently.

Unveiling Critical Innovation Factors in Sustainable Coffee Production: A Colombian Perspective

Abstract The coffee sector stands as a cornerstone of Colombia’s economy, ranking third in the nation’s export portfolio. Despite the Colombian coffee esteemed global reputation, it has yet to fully exploit its potential for diversification into differentiated products. Present agro-industrial paradigms emphasize trade and sustainable, efficient agricultural practices, underscoring the imperative for innovation across production, marketing, and distribution channels. This study aims to pinpoint the pivotal innovation factors within coffee farm production processes. To this end, a sample of 66 coffee farms was selected through simple random sampling. Drawing from the 2018 Oslo model, innovation types associated with sustainable specialty coffee certifications were delineated. Within this framework, seven fundamental factors emerged for investigation: economic, social, environmental, production, knowledge, technology, and change management. Through cluster analysis, it became evident that economic, environmental, knowledge, technological, and change management factors are indispensable for fortifying the coffee industry.

How conveniences, assortment and customer experience steer customers behaviour in drive-throughs grocery

ABSTRACT The drive-throughs (DT) are now perceived by some customers as a service that complements the bricks-and-mortar groceries. This paper aims to investigate on what determines the customer behaviour of this new hybrid distribution channel. The study is based on a quantitative analysis of data collected from a sample of 791 DT customers in France. It performs a descriptive analysis using SPSS software. To analyse latent relations between DT characteristics and customer behaviour variables, the paper run a structural equation modelling (SEM) method using AMOS. The paper finds that ‘access convenience’ and ‘quality of assortment’ emerge as two preponderant explanatory variables for DT customers behaviour. In contrast, the customer experience has a significant rather negative or insignificant effect on the customer behaviour. Likewise, the quality of information and the quality of reception (contact with personnel) have positive but very insignificant effects on customers behaviour. This research contributes to the theory of service in the extent that it sheds light on the importance of combining convenience with assortment in order to facilitate customer’s journey on the DT shopping. This importance can be twofold: help retailers to cope with constraints of rapid distribution of such perishable products and to meet customer requirements.

The Impact of Marketing Mix And Perceived Value on Customer Decision-Making for Community Enterprise Products and Sustainable Development in Singburi Province, Thailand

Objective: Thailand’s 13th National Economic and Social Development Plan (2023–2027) aims to drive sustainable economic growth. This study aims to (1) analyze the current distribution channels for community enterprise products in the Sra Jang sub-district of Singburi Province, (2) improve and expand these distribution channels, and (3) promote the sustainable development of community enterprises in the region. Method: The research population includes potential consumers of local community products across Thailand, selected using convenience sampling. Participants were chosen from various regions, including tourist destinations and general locations , resulting in 400 respondents. To address incomplete data, an additional 50 participants were included, making a final sample of 450. The Structural Equation Modeling (SEM), which recommend a sample size between 200 and 400.Data was gathered using a validated questionnaire, pre-tested with 40 participants, yielding reliability values between 0.7 and 1.00. The questionnaire was reviewed by an academic advisor and deemed suitable .Descriptive statistics summarized demographics, while SEM tested hypotheses and examined complex relationships, with model fit evaluated using indices like CFI and RMSEA . Results: the model’s Goodness of Fit Indices (CMIN/df = 3.466, GFI = 0.956, RMSEA = 0.079) demonstrated consistency with empirical data. Path analysis revealed that the Marketing Mix directly impacts Perceived Value with a coefficient of 0.560 and influences Customer Decision-Making both directly (coefficient of 0.382) and indirectly through Perceived Value (coefficient of 0.280), for a total effect of 0.661. Perceived Value also directly impacts Customer Decision-Making with a coefficient of 0.501. Contribution: Based on these findings, businesses should prioritize optimizing their Marketing Mix strategies to enhance Perceived Value and improve Customer Decision-Making , focusing on product quality, pricing, distribution, and promotion. Emphasizing perceived value and refining strategies through data analytics can help maintain a competitive advantage and strengthen customer decision-making pathways.

Financing an overconfident distribution channel

This paper examines the effect of overconfidence on financial decisions in a capital-constrained distribution channel where an upstream supplier with sufficient working capital produces goods for a downstream retailer who has limited working capital and may request trade credit from the upstream supplier. We obtain several interesting results. First, in a centralized financially constrained channel (CFCC) setting, we show that overconfidence has the results that both the optimal order quantity is tied to the mean of the uncertain market demand and that the supply chain is worse off. Second, in a decentralized financially constrained channel (DFCC) setting, the optimal order quantity with overconfidence is either higher or lower than that without overconfidence. When the retailer needs to ask for trade credit from the supplier, overconfidence means that the retailer’s order quantity is less affected by the wholesale price. We further numerically show that under market demand uncertainty, overconfidence may benefit a DFCC composed of an overconfident supplier and retailer. We also analyze the impacts of varying overconfidence levels on our results and find that the retailer may benefit when the retailer is more overconfident than the supplier.

Assessing the Role of Sales Promotion in the Purchasing of Consumer Products in Ghana: The Main Five Food Manufacturing Companies in Perspective

The use of sales promotional strategies in increasing organizational performance has been prevalent within manufacturing and retail companies in recent times. Several organizations have different purposes in using sales promotional strategies; therefore, the goal of this article is to evaluate the impact of sales promotional strategies in increasing organizational performance for five food manufacturing firms in Ghana, focusing on the following companies: Nestle Ghana Limited, Promassidor Ghana Limited, Ena Pa Foods Limited, Delay Foods Limited and Atona Foods Limited as case studies. Again, this article will be of great importance to manufacturers and retail shops in terms of how to increase sales and improve organizational performance. The study used a case study research design. A sample size of sixty (60) participants was used. This research was conducted using the qualitative research approach. The researchers used a purposive sampling method and focused on senior executives and some consumers in the marketing, sales and e-business departments. Interview guides were used for the study. The study revealed that the organization increased sales by using three main promotional strategies: multiple pricing strategies, sales promotional tools, and a diverse portfolio. Again, the organization used its sales promotional strategies to tackle competition by creating higher awareness, creating widespread distribution channels, selling to all income groups, and improving its brand image. Based on these findings, the researcher recommended that the companies understudied should emphasize more on the benefits that their products offer than just concentrating on the information about the sales promotional offers given to customers.

Green degree decision and pricing strategy of dual-channel supply chains

With the prevalence of green supply chains, the government has basic requirements for companies’ green investments and outcomes while consumers increasingly favor green products. Thus, green degree decision has garnered significant attention from manufacturers. This paper incorporates green degree decisions into a dual-channel supply chain and adopts a Stackelberg model to analyze the green degree and pricing strategies under centralized and decentralized decisions. We find that, when the manufacturer only decides on price, dual-channel choice is always the optimal strategy under centralized decision-making; however, under decentralized decision-making, the dual-channel choice will be chosen only when the wholesale price is low. Considering green degree decision, both direct and indirect channel prices increase with the green degree, and the indirect channel price is more sensitive to changes in the green degree under centralized decision-making; and higher green degrees are always advantageous for the retailer, but the manufacturer’s profit initially decreases and then increases as the green degree rises under decentralized decision-making. Moreover, the wholesale price is used as a strategic tool for the manufacturer to control the distribution channel, particularly when the green degree is not introduced, the manufacturer can always ensure the introduction of dual channels. Besides, higher consumers’ environmental awareness is always beneficial to channel members, as it promotes channel prices and green degree. This study provides strategic insights for optimizing pricing and green degree decisions in dual-channel supply chains to achieve better economic and environmental outcomes.

The Impact of Marketing Mix on Generation Z's Mobile Phone Case Purchasing Decisions in Chiang Mai, Thailand

Background and Aim: The proliferation of smartphones, particularly among Generation Z, has propelled the mobile phone case market into a period of remarkable growth. This research investigates the factors influencing the purchasing decisions of Generation Z students in Chiang Mai province, Thailand, regarding mobile phone cases. Materials and Methods: A quantitative research methodology was employed, utilizing a questionnaire administered to 385 Bachelor's degree students across various universities in Chiang Mai province. The data analysis encompassed descriptive statistics, correlation analysis, and multiple regression analysis to rigorously test hypotheses related to the impact of the marketing mix (product, price, place, and promotion) on purchasing decisions. Results: The research unequivocally establishes that all elements of the marketing mix significantly influence purchasing decisions among Generation Z students. Price is the most salient factor, followed by place, product, and promotion. Regression analysis confirms this influence (p < 0.05) with price (b = 0.251) exerting the strongest effect. The model accounts for 40.5% of the variance in purchasing decisions (R² = 0.405, Adjusted R² = 0.398, F = 64.561, p < 0.001), suggesting other factors also contribute to consumer behavior. These findings underscore the need for a comprehensive marketing strategy targeting Generation Z consumers, optimizing each element of the marketing mix. Conclusion: This study confirms the pivotal role of the marketing mix in shaping consumer behavior within the mobile phone case market. The results highlight the need for businesses to adopt a holistic marketing strategy that considers the relative importance of each element, with a particular emphasis on price and distribution channels. These insights can inform targeted marketing efforts and product development initiatives to effectively cater to the preferences of Generation Z consumers.

GO-TO-MARKET STRATEGIES FOR CONSUMER TECHNOLOGICAL PRODUCTS WITH SUBSCRIPTION MONETIZATION MODEL

This study examines go-to-market (GTM) strategies for consumer technological products utilizing subscription monetization models. As the digital landscape evolves, businesses are increasingly adopting subscription-based approaches to generate recurring revenue and establish long-term customer relationships. Our research investigates the key components of successful GTM strategies in this context, focusing on market segmentation, value proposition development, pricing strategies, distribution channel selection, and customer acquisition and retention tactics. Through a comprehensive analysis of scientific papers, industry reports, and case studies, we identify best practices and trends in subscription-based GTM strategies for consumer tech products. Our findings highlight the importance of market segmentation, value proposition development, pricing strategies, marketing and communication, customer acquisition and retention practices in optimizing customer lifetime value. This study contributes to the growing body of literature on subscription business models and provides practical insights for managers and entrepreneurs in the consumer tech industry.

Designing and testing a sustainability soft regulation system: rating and ranking the wild animal welfare practices of tourism distribution channels

ABSTRACT The lack of standards pertaining to wild animal welfare practices in tourism creates an opportunity to introduce soft regulations to improve public accountability and foster positive change. We developed a rating and ranking system to embed the ideologies of a non-governmental organisation to improve wild animal welfare practices, acting as institutional entrepreneurs to gain pragmatic legitimacy within tourism distribution channels. The new system aims to create change in three ways: (i) informing, (ii) ordering, (iii) surveyance and control of wild animal welfare. We candidly report on the methodological choices behind the system’s design and implementation. We evaluate tourism distribution channels on four aspects, their: (i) policy and commitment statements, (ii) target setting and performance measurement, (iii) industry engagement and (iv) consumer awareness initiatives. An analysis of data from 12 international companies in 2020 and 2022 demonstrates how the system allows for shallow engagement in wild animal welfare practices, yet also offers the potential for significant improvements. We reflect on three methodological challenges: (i) quantification and commensuration during system design, (ii) the availability and credibility of data sources and (iii) the transparency of results.