Syllabus: Pearson - A Level Business
Module: 1.3 Marketing mix and strategy
Lesson: 1.3.4 Distribution

Introduction

This article supports teachers and SLT delivering Pearson Edexcel A Level Business, specifically Topic 1.3.4: Distribution. It aligns directly with the Pearson A Level Business syllabus under Theme 1: Marketing mix and strategy, equipping students with insight into how businesses manage the flow of goods and services between producers and customers. More than a theoretical concept, distribution plays a vital role in real business strategy and is increasingly shaped by technology and consumer behaviour shifts.

This is an area where students can immediately relate abstract theory to the world around them—from Amazon Prime to pop-up stores—and where classroom discussion can be anchored in tangible, fast-moving examples.

Key Concepts

According to the Pearson Edexcel A Level Business specification (1.3.4), students are expected to understand:

• Distribution channels: the paths goods and services take from producer to consumer.

• Types of distribution:

  • Direct distribution (e.g. selling through a website)

  • Indirect distribution (e.g. through retailers or wholesalers)

• Changes in distribution:

  • Growth of e-commerce

  • Multi-channel distribution

  • The impact of digital disruption and logistics innovation

• Benefits and drawbacks of each channel in terms of cost, control, customer reach, and customer experience

Students should be able to evaluate different strategies based on business size, product type, market segment, and consumer expectations.

Real-World Relevance

The move from high-street retail to digital-first channels has reshaped distribution in almost every sector. A-level students will easily recognise examples like:

• ASOS and Boohoo: These firms rely almost entirely on direct, online distribution, cutting out physical stores altogether.

• Nike and Apple: Both brands use a mix of direct-to-consumer (own website and flagship stores) and indirect (retail partners).

• Amazon: The ultimate case study in distribution innovation, using AI, automation, and a vast logistics network to offer rapid delivery.

In discussing these cases, students can assess how distribution impacts pricing, customer service, brand control, and profitability.

How It’s Assessed

In Pearson A Level Business assessments (Paper 1 and Paper 3), distribution is most commonly examined as part of broader questions on marketing strategy or operations.

Students may encounter:

• Short-answer questions requiring definitions or explanation (e.g. “Explain what is meant by multi-channel distribution.”)

• Data-response questions with stimulus material (e.g. a case study on a retailer’s shift to online sales)

• 10- or 12-mark evaluative questions asking for judgement (e.g. “Assess whether a small independent brand should distribute via a third-party platform like Etsy or build their own site.”)

Command words often include: analyse, evaluate, explain, and assess. Students should practise justifying decisions, comparing alternatives, and supporting their points with real examples.

Enterprise Skills Integration

This topic is ideal for embedding core enterprise capabilities:

• Decision-making: Choosing the most effective distribution channel involves weighing cost, control, and reach.

• Problem-solving: Responding to a logistics disruption (like COVID or Brexit) tests adaptability.

• Strategic thinking: Students can analyse how distribution choices align with wider business aims (cost leadership vs. differentiation).

• Digital literacy: Understanding how platforms, apps, and last-mile solutions are shaping modern business models.

These skills are reinforced through our Business Simulations, where students actively experiment with different distribution choices and see the impact on profit and customer satisfaction.

Careers Links

Understanding distribution links directly to roles in:

• Supply chain and logistics management

• Retail operations

• E-commerce strategy

• Procurement and vendor management

• Product management in digital marketplaces

This topic helps meet Gatsby Benchmark 4 (linking curriculum learning to careers) and can support Benchmarks 5 & 6 through simulation days or employer talks. A clear takeaway for students is that behind every “Add to basket” click is a network of skilled people making decisions.

Teaching Notes

What works well:

• Use product journey mapping: track a product from manufacturer to customer.

• Explore live case studies: compare a traditional supermarket’s distribution to a meal kit company like Gousto.

• Integrate simulation tools: Enterprise Skills’ Business Simulations let students try out channel strategies with immediate feedback.

Common pitfalls:

• Overemphasising traditional channels at the expense of digital developments

• Treating distribution as static instead of dynamic and evolving

• Failing to connect distribution decisions to business strategy

Extension activity:

• Ask students to advise a small sustainable brand on choosing between selling through their own website, Etsy, or local retailers. Encourage them to consider costs, control, reach, and brand values.