international Distribution Channels

Respond to the following in a minimum of 175 words:

Provide an example of how an international company (such as Unilever or Mondelez International) changes its distribution channels and/or marketing messages based on country.

ANSWER

Unilever Distribution Channels

With over an estimated 2.5 billion people using Unilever products every day, the company renders its products and services to 190 countries. These countries are located in different geographical positions, and the level of distribution channels to these countries is reliant on their location. For instance, Unilever delivers its products to the UK and Ireland, including Algeria, Kenya, Libya, Malawi, and Angola, among others. For the countries located in Africa, Unilever opts to use roads in its distribution. With Africa having interconnected road networks, Unilever uses roads because it is cheaper. As the company is located in the UK, goods produced can be transported by water through the Suez Canal (Kapelianis et al, 2017). Once they enter Egypt, the goods are transported by road to the respective countries using Unilever products. They can also be transported by Air through Cargo planes from the UK to various countries. Unilever also puts safety into consideration while choosing distributing channels. Countries dominated by rebels or hostile opposition people often hijack and steal products transported by Road. In such situations, Unilever may opt to use air as the preferable channel of distribution, raising the price of transportation by ultimately rendering safety to its products.

References

Unilever (2021). Unilever at a Glance. Retrieved from https://www.unilever.com/our-company/at-a-glance/

Kapelianis, D., Mtshemla, N., & Munoobhai, S. (2017). Alternative Distribution Channels to Reach the Bottom of the Pyramid in an Emerging Market. In Creating Marketing Magic and Innovative Future Marketing Trends (pp. 1075-1078). Springer, Cham.