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Two decisions that you would have to make when it comes to your channel strategy is the length and width of your channeling.
Channel length: it is the number of different types and levels of intermediaries used in your channel strategy (i.e. wholesalers, retailers, pharmacies, etc)
Channel width: it is the extent to which your channel covers the market either by distributing your product through the greatest number of intermediaries or to only one
- Intensive Distribution: this strategy would be where you have the greatest number of intermediaries carry your product (all wholesalers and retailers that are willing to stock and sell your product)
- Selective Distribution: this strategy is where you distribute your product using a fewer amount of intermediaries
- Exclusive distribution: this strategy is when you selling your product through only a single outlet typically only in one region
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