Medi instruements Ltd. Is a company dealing in the distribution of medical instruements. The company recently imported `15000` units of sugar testing machines to test the sugar level without taking blood samples. For deciding the marketing strategy, the chief Executive Officer of the company called a meeting of the marketing heads of different zones.
In the meeting, Sanjay, the North Zone Marketing Head, suggested that since the machines were sophistcated they need to visit hospitals personally to explain its working to the hospital staff who would be using the machines. He also suggested that additional trained people may be recruited for the same. Hitesh another Zonal Head, added that since lot of money had been spent on the import of the machines, the company was short of funds to pay the additional staff, as suggested by Sanjay.
Revansh, newly apponited Zonal Head of South Zone, suggested that since the size of the order was not large a detailed study of the factors determining the choice of channels of distribution was required before making the right choice.
Identifed the factors influencing the choice of channels of distribution which were discussed in the meeting.

Explanation

The factors influencing choice of channels of distribution discussed here as :
`(i)` Product related factor : Product complexity Since the product marketed by the company require technical detalling by the personnel, shorter channels of distribution will be preferred. As aganist this, non-complex products usually prefer longer channels.
`(ii)` Company related factor : Financial strength Since the company is running short of funds, it may make use of indirect channels of distribution. If the financial position of the company had been strong direct channels could have been used.
`(iii)` Competitive factor : Size of the order In the given case, the size of the order is not very large, therefore the company may prefer longer channels of distribution. If the order would have been large, direct channels could have been used.