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Distribution channel is the network of organisations that creates time, place and possession utilities. In order to achieve organisation¡¯s goal, a proper distribution channel needs to be determined. The updated Play Station inspired by SONY is a product that captured boy¡¯s and young men¡¯s imagination.

It is been distributed all over the world. Sony Computer Entertainment (SCE) has announced it reached its goal of shipping 10 million PlayStation units worldwide by the March end of its fiscal year. Japan was the top region, with 4.65 million units since its March 4, 000, launch, the company says, while North America received .76 million units and Europe .6 million. The North American figure is about 40,000 less than the million SCE America had promised retailers. SCE adds that its taking the necessary steps to ensure it will satisfy demand for the new machine in the future. It plans to boost production to million units monthly by the fall in order to reach its goal of shipping 0 million hardware units globally during the fiscal year that ends in March 00.

The creation of time, place, and possession utilities may result from distribution channels that are simple or complex. For PS, they are sold by the manufacturer to distributors, then to retail dealers, who sell them to consumers. Thus the participants in this marketing channel are the manufacturers, distributors, retailers, consumers, and transportation companies.

As mentioned above, PS¡¯s main target customer are the teenagers and young men, so they are usually been distributed in modern shopping centers, electronic shops ,entertainment area, even in some mid-night clubs and internet caf¨¦. At these areas, young people¡¯ intensity are quite high.

In addition to the traditional distribution channel, PS also implement the direct sale on internet, as known E-procurement. ( The products are sold directly from its manufacturing plants to customers. Nowadays, many people prefer this way, especially young people, because many of them are innovators who like the easy and modern way to purchase goods.

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