What is the role of a manufacturer in the retail process?

The role of a manufacturer in the retail process is primarily to produce the products that are ultimately sold to consumers. Manufacturers are responsible for creating the goods, ensuring quality, and often managing the initial stages of the supply chain. Their main function is focused on the design, production, and assembly of goods, which can then be supplied to wholesalers, retailers, or directly to customers.

While marketing goods and services, managing distribution channels, and conducting e-commerce transactions are essential functions in the retail ecosystem, these tasks typically fall to different entities such as retailers, distributors, or marketing teams. Retailers are focused on selling the products to customers, while distribution managers handle the logistics of getting those products to market. E-commerce transactions are executed by online retailers or platforms that specialize in the sale of products, further delineating responsibilities across the supply chain.

By focusing primarily on production, manufacturers play a crucial role by ensuring that the goods meet demand and quality standards, allowing the subsequent stages of distribution and retailing to be effectively managed.