Page 774 - MARSIUM'21 COMP OF PAPER

753 Rahimah & Dr.Norzafir(2021)

4.3.1 High cost in Labor and Materials
“ If there are many distribution channels, there needs to be a lot of space to keep stock ready. Must involve a lot of cost.”
Respondent 3

“Existing employees are not enough to cover if there are many distribution channels. We need to add hired employees and it
involves costs that may affect the company's revenue” Respondent 2
Overviewed from the interview most interviewers raised the issue of cost increases if there was an increase in distribution channels.
If the company uses a multi-distribution channel it will involve high costs in terms of employees and materials. In addition, the
company also needs to provide more storage space to store ready stock items.
“More distribution channel, needed more material and it will more costly”. Respondent 1.

4.3.2 Increase complexity
“If using multi-channel business will be more complicated because it requires more care in receiving orders”. Respondent 4
Each channel requires a person in charge to avoid order overlap. For example, order online and offline. If order management is
managed with it can cause losses in of an error.
“If using multi-channel distribution, the company should work more effort to handle it such as advertising, promotion and etc.”
Respondent 4 and 7.
4.4 Development of Themes for Thematic Analysis

The table below shows themes and the codes in implementation of thematic analysis method which is obtained from the interview
results.
Table 4 (c): Theme Development (Suitable Multi-Channel)

Major Theme Theme / Coding
Direct Selling

Suitable Multi- Channel Selling through intermediaries

Dual distributor/ Multi-
Channel Disribution

Table 4 (d) : Theme Development ( Challenges in using Multi-Channel)

Major Theme Theme / Coding
High-Cost Labor and materials

Challenges to use Multi- Channel Distribution Complexity

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