In other to ensure that plan complies with action and aims,the management of an organisation creates specific objectives for distribution channels. The following are one of the channel objectives.
1) To achieve a certain level of sales outlet and increase earnings on common or usual stock.
2) To maximize brand exposure in the market and thus achieve nation wide distribution. A typical example is indomie noodle which the manufacturer seeks to make available to buyers in every nook and cranny of the country
3) To make retailers or wholesalers carry all types or sizes of product lines. Example,Nigerian Breweries would with wish it's wholesalers and retailers carry Maltina, Amstel Malt, Star beer, Gulder, (botteled and canned) and of all size.
4) To justify and as well maintain premium sales prices.
5) To ensure better and faster service than any competitor in the market area.
6) To discontinue fair trade practise, broaden distribution and capture a larger share of the market.
7) To make the product available to an exclusive group of consumers.
8) To guarantee continues supply of products from plants to the field depot and buyers.
