Market coverage strategy

It refers to a strategy that is followed by a company with regard to covering its target market with the distribution network. There may be different levels of intensity and coverage through distribution in the different sales territories in the market. Basically, it relates to the usage of number of intermediaries at each level in various sales territories. There are three possible market coverage strategies. These include: (1) Intensive distribution, (2) Selective distribution, and (3) Exclusive distribution.