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.
Also, explain briefly the other consideration to be taken care of in each factor identified in part (1).

Explanation

The other consideration related to each of the factor identified above are :
`(i)` Product related factor : Nature of the product While industrial goods are usually technical, made to order and expensive products purchased by few buyers, they require shorter channels. Whereas, consumer goods which are standardised, non-expensive, less bulky and frequently demanded, require longer and indirect distribution channels.
`(ii)` Company related factor : Degree of control If the management wants to have greater control over distribution, shorter or direct channels will be preferred, and vice-versa.
`(iii)` Market factor : Number of buyers When the number of buyers is small and concentrated in a small place, shorter channels may be used. But, if the number of buyers is large and market is widespread, longer channels shoudl be preferred.