305).3.0 Location3.1 Channel structureLamb et al. (2016) stated that marketing channel is a path or way for the product or service so that the company can interact with the prospect and customer (p. 163). Blackmores will use the retailer channel as its distribution channel. A retail channel is one in which the manufacturer sells directly to a retailer, who then sells the manufacturer's product to the final consumer which contains only one intermediary (Lamb et al., 2016, p. 167). It provides additional value to customers in the form of mix of products and services to entice the customer to purchase from them rather than the individual supplier. 3.2 Factors influencing channel choice There are three factors influencing channel choice, including market factors, product factors and manufacturer factors. Blackmores will choose the channel based on market factors. According to Lamb et al., (2016), the type of customers has an important impact on the choice of a distribution channel. The target market of Blackmores Vitamin C Face Cream is adult women as adult women are more likely to shop at the supermarket and pharmacy which are the intermediary used by