Importers and Distributors (Global Marketing)

Distributor: intermediary who buys products and sells them to retailers

Global Marketing - Distribution

Importer: A business or individual that purchases goods from foreign suppliers and brings them into the domestic market for resale or further distribution.

1. Direct Importers: Purchase products directly from foreign manufacturers.
2. Indirect Importers: Acquire goods through intermediaries or trading companies.

Distributor: An intermediary who buys products—sometimes from importers or manufacturers—and sells them to retailers, wholesalers, or directly to end customers.

1. Exclusive Distributors: Hold sole rights to sell products within a specific territory.
2. Multiple Distributors: Several distributors operate simultaneously in the same market, often competing with each other.
3. Wholesale Distributors: Specialize in bulk sales, supplying products primarily to retailers.
4. Retail Distributors: Sell directly to end consumers, though this is less common in international distribution.

PanAfric Distributors Ltd., based in Nairobi, Kenya, specializes in distributing consumer goods such as packaged foods, beverages, and household products. The company serves Kenya as well as neighboring East African markets including Uganda, Tanzania, and Rwanda.

Strategic Importance

1. Importers facilitate access to foreign Products, broadening consumer choice and addressing supply shortages in domestic markets.
2. Distributors improve product availability and customer service locally by leveraging their market knowledge and established networks.

AI for Global Business

1. AI in International Marketing and Customer Insights
2. AI in Global Strategy and Decision-Making
3. AI in Global Supply Chain Management
4. Digital Trade and Cross-Border E-Commerce

Academic Programs

(c) EENI Global Business School (1995-2025)
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