Today’s business culture stresses on customization of supply chains as per requirements of the product, geographical markets, and target customers. This results in the development of a multi-layered distribution network.
Businesses spend heavily on making product and services that cater to their consumer choices or needs of the distribution channel. Making the items accessible viably and productively to the end consumers is considered under the spot idea of the advertising otherwise known as a distribution channel.
Supply chain management (SCM) refers to strategies that optimize the flow of materials or services to make available the product or service from inception to the end consumer. It aims to perform this task in an integrated and cost-effective manner (Reis et al, 2014).