Raymond Group is a leading Indian branded fabric and fashion retailer, incorporated in 1925. It produces suiting fabric, with a capacity of producing 31 million meters of wool and wool-blended fabrics. The group owns apparel brands like Raymond, Raymond Premium Apparel, Raymond Made to Measure, Ethnix,Park Avenue, Park Avenue WomanColorPlus, & Parx. All the brands are retailed through 'The Raymond Shop' (TRS), with a network of over 700 retail shops spread across India and overseas, in over 200 cities.

In addition, the group also has business interests in ready-made garments, designer wear, cosmetics & toiletries etc. As part of its new strategy, it plans to expand aggressively in overseas market. out of the 55 countries across five continents where they supply products, the US accounts for 30 per cent of the total supply, while Europe and Japan account for 25 per cent and 20 per cent respectively. Exports account for 15 per cent of the overall revenue. The company now wants to move from an 'export-only' model to an approach focusing on developing the market and increasing business in select regions.



Questions:
A. What factors determine design of global distribution channel? 

B. What distribution strategy would you suggest for European and US markets