The reality of distribution faced by SMEs: A perspective from the UK

This chapter looks at the distribution channels, looking at the situation faced by small and medium-sized enterprises (SMEs), but focusing on the UK SME brewery trade and public houses operated by sole traders. The distribution function supports the marketing processes that focus on the fulfilment of customer demand. So that successful distribution strategies allow the customer to access the product conveniently and provide pre- and post- purchase support for the business. Internet technology may be used at any point in the distribution channel and provides a facility with low set up costs. The distribution is intimately connected with the supply of raw materials and is particularly susceptible to supply and price fluctuations. Systems such as the Direct Delivery System can help ensure a constant demand for products from many small brewers and can provide large franchise chains with an endless supply of variety of products.