In channel strategy, what does 'coverage' refer to?

Coverage in channel strategy primarily refers to the reach of a product in the market. It encompasses how widely a product is distributed and made available to potential customers. This aspect of coverage includes considerations such as the selection of distribution channels (e.g., retail stores, online platforms, wholesalers) and the geographical areas in which the product is accessible.

An effective coverage strategy aims to maximize the product’s visibility and availability, ensuring that it is present where the target customers are. This can significantly impact sales volume and market share, as increased coverage typically leads to higher chances of consumer engagement and purchase.

While elements like control over the distribution process, product quality, and capital investment are important in channel strategy, they do not define coverage itself. Coverage is strictly about how far and wide a product is spread across the market landscape.