Emergence of New Marketing Distribution Strategies: A Call for A Paradigm Shift

The purpose of this research is to empirically formulate new distribution strategies that can service the fast moving consumer goods industry and the service industry as a whole. Inspiration was drawn from the orthodox distribution strategies (intensive, selective, and exclusive) currently used in the service industry. To approve its empirical efficacy the study is set also to determine the impact of these new strategies on sales performance. The study is implemented through a two-stage process of literature review and empirical survey. Evidence was drawn from Ghanaian fast moving consumer goods industry. Sstructured questionnaire was used to gather data from 415 randomly sampled members in the target population. The data obtained were processed using SPSS version 24. Multiple regression analysis was also used to assess its impact on sales performance. The study revealed that inten-electro aggressive strategy with an average mean of 4.02 is the most adopted strategy by the Fast-Moving Consumer Goods Companies followed by selec-electro aggressive distribution strategy(average mean of 3.81) and exclu-electro aggressive distribution strategy(average mean of 3.74) in that order. The study again revealed that there is a positive significant relationship between inten-electro aggressive strategy and sales performance ( = .490, p