| dc.description.abstract | Distribution is one of the marketing mix which involves the distribution of goods from producer to consumer. Channels which distribute goods from producer to consumer are distribution channel. This research aims to describe the distribution activities of producer to consumer, to analyze the price margin of the channels and recommendation from the experts that is related to the distribution case. Both distribution activity and price margin use descriptive analysis while expert recommendation uses IFE EFE, SWOT analysis and AHP. The samples chosen were cooking oil and margarine with Filma brand. From the results, the price margin on producer, distributor and retailer for cooking oil are 17.2%, 12.6% and 15.7%, while for margarine are 17.2%, 12.6% and 24.7%. According to the experts the main alternative that can be done is the analysis of the demand for the potential product in the market in order to achieve a balanced margin which is the priority goal. | en |
