Distribution conventionally is understood as efforts to ensure the product is available in sufficient quantities in the right place consistently or continuously (Anonymous, 2001). Sufficient quantity here taken to mean that the number of products that are distributed must be in accordance with the level of market demand. As per the laws of economics, if the product is distributed more than required by the market, it will tend to cause prices to fall, and vice versa.
The 4P marketing concept is comprised of four marketing mix, namely product, price, place and promotion. Place components in the mix above can be associated with distribution activities. Kotler (2006) defines distribution as an interdependent set of processes and organized to ensure products and services can be found easily by consumers. No matter how good your products or services, and any promotional activities made to introduce the product to market, will not give significant results if the product is hard to find in the market. Therefore, efforts are made to ensure that the products can be found easily by the consumer becomes very important.
