Outline the Key Issues in Global Distribution

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The Answer is There are two issues that often arise when distribution is considered on a global as opposed to a national basis. These are the practicality of achieving standardisation and the problem of grey markets. Related to distribution, standardisation can be in the form of process standardisation, the development of uniform management practices, or program standardisation, developing a uniform marketing mix for all international markets. Experience indicates that it is easier to standardise global planning and decision making than it is to standardise the global marketing mix. A grey market is unauthorised distribution into an external market, most commonly involving unauthorised distributors circumventing authorised channel arrangements by buying a firm's products in low-price countries (usually from authorized distributors in that country) and selling them in high-price countries at prices lower than those offered by authorised members of the distribution channel.
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Outline the Key Issues in Global Distribution

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