Any company producing a particular product in the process, sooner or later face the necessity of the formation or development of distribution networks.In order for them to function as efficiently as possible, it is important to pay special attention to the competent organization of their work.First of all, it is advisable to select the area of interest and prioritize the development of each region.It is also important to have an idea of who is a consumer of goods produced at the plant.What follows is a strategy, that is to define a clear and a clear goal, and the steps necessary to achieve it.It is important to understand that it must ensure distribution.This will allow intermediaries to set the exact problem, because they may be different, for example, someone is trying to quickly promote their goods, and someone wants to organize the sale of already operating directly through independent distributors.But what is the distribution?It is bringing the products directly to its customers.This definition is given in the course of marketing, however, the term refers to the business a little differently - it is a conscious choice of certain methods and tools that allow manufacturers to get to the end user of the goods.
Distribution - is a kind of mechanism that is attractive to producers by the following factors:
- potential.Any distribution network has a large sales potential, which arises in the course of trading companies, aimed at forming not only good, but also an effective relationship with a consumer product.If the producer tries to organize its own network, he would face a high level of competition.
- Service.After all, marketing companies can offer the consumer a high quality service, which will be adapted directly under his needs and wishes.
- logistics.Distribution of food, however, like any other commodities, requires responsiveness and flexibility of logistics for customers.It provides just-in-time in the right quantity, so there is a possibility of formation of operational reserves in warehouses.
- geography.Distribution network to quickly extend the area of supply and market regions.
- And others.
But we must not forget that for successful operation of the business is not possible to act on a pre-arranged pattern.Distribution management, as well as other areas of the company, should be flexible and even creative.
Distribution - is an effective mechanism that becomes so only through an integrated approach to the organization of marketing activities.It must constantly improve in the following areas:
- planning (strategic);
- the relationship with partners;
- the formation of prices;
- logistics;
- and, of course, control.
Each supplier must choose the scheme, which will operate on the distribution.This is important, because each scheme has both advantages and disadvantages.Only a realistic assessment of their own capabilities, future benefits and compliance with the selected network planning tasks will enable to organize the most effective marketing policy of the organization.
