GAP ANALYSIS:The gap analysis of services output demands, marketing channel flows and channel structure ,the channel

planner has a good idea of the ideal channel structure to meet target segments need. The next step is to build the channel that both meets services output demands and does so at minimum cost of performing the necessary channel flows. We call them zero-based channel. Gap is channel design can come account simply because management has not though carefully about target end users demands for services output or about managing the cost of running their channels .The advice in this situation is simple:-channel management must pay attention to both the demand and supply side in designing their channel to avoid these gaps.