Channel Design Considerations Distribution culture The structural linkages and functional characteristics of existing channels Competition What channe/s does the competition use? n Company objectives Determined by company objectives for market share and profitability Copyright 2001 by Harcourt, Inc. All rights reserved 13-6Copyright © 2001 by Harcourt, Inc. All rights reserved. 13-6 Channel Design Considerations Distribution culture • The structural linkages and functional characteristics of existing channels Competition • What channels does the competition use? Company objectives • Determined by company objectives for market share and profitability