INTERNATIONAL DISTRIBUTION STRATEGY: A CASE STUDY IN MALAYSIA.

Distribution is all about getting your products/services to the right people at the right time with special consideration for profit and effectiveness. This research investigates the relationship between independent variables such as TdC service centre, Telco Dealers, Hypermarkets, Bookstores and internet/Kiosks with the dependent variable, Customer Preferred Channel. A multiple regression analysis was used to confirm the relationship between the independent variables and the dependent variable. The results show that TdC Service Center has a positive relationship with customer preferred channel. Dealers have positive relationship with customer preferred channel. Hypermarkets have no relationship with customer preferred channel. General Stores (Bookstore & Stationery Supplier) have no relationship with customer preferred channel. Internet and kiosks have no relationship with customer preferred channel. Whether the relationship is positive is subjected to further test. For being passive and not pro-active in distribution channels in current stiff competition market, TdC will be left behind in the race of engaging the markets. As such, TdC have to quickly catch up with their competitors to win back TdC market. It is recommended TdC quickly look into the expanding service centre and distributor network as these are very powerful channels, to reach larger market coverage.