The candidate is expected to demonstrate knowledge of the range of distribution channels
and to apply these to the case study.
Expected responses include:
• Global Distribution systems
• Internet
• Retailers
• Wholesalers
N.B. Direct selling is probably less suitable
Use levels of response criteria:
Level 1 (1–3 marks) at this level candidates will identify or list one, two or more of the
distribution channels with no explanation.
Level 2 (4–6 marks) at this level candidates will explain one, two or more of the distribution
channels and attempt to link to Rail of India.
Level 3 (7–9 marks) at this level candidates will analyse or evaluate the relative merit of a
range of distribution channels and may make a judgement. Clear reference must be made to
the need of Rail of India to extend its promotional campaign to Japan and Australia.