Any enterprise that produces this or that product in the process of work, sooner or later will be faced with the need to form or develop 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 choose the territory of interest and determine the sequence of development of each region. It is also important to have an idea of who is the consumer of the goods produced at the enterprise. Next, you need to develop a strategy, that is, to define a clear and clear goal, as well as the steps necessary to achieve it. It is important to understand what
distribution should provide
. This will make
it possible for intermediaries to set exact tasks, because they can be different, for example, someone wants to quickly promote their product, and someone wants to organize sales directly through existing independent distributors. But what is distribution? This is bringing the products to its immediate consumer. This definition is given in the course of marketing, however, in business this term is understood in a slightly different way - this is a conscious choice of certain methods, as well as means that allow the manufacturer to reach the final consumer of their goods.
Distribution is a kind of mechanism that is attractive to manufacturers by the following factors:
- The potential. Any network of distributors has a great sales potential that arises in the course of the activities of trading companies aimed at creating not only good, but also effective relationships with the consumer of the product. If the manufacturer tries to organize its own network, it will certainly face a high level of competition.
- Service. Indeed, it is precisely the marketing companies that can offer the consumer a high-quality service that will be adapted directly to his needs and wishes.
- Logistics. Distribution of food products, however, like any other goods, requires promptness and flexibility of logistics for customers. This ensures deliveries on time in the right quantity, making it possible to form operational stocks in warehouses.
- Geography. Distribution networks allow you to quickly expand the supply territory and enter the regional market.
- Other.
But we must not forget that for the successful functioning of the business it is impossible to act simply according to a pre-prepared template. Distribution management, as well as other areas of the enterprise, should be flexible and even creative.
Distribution is an effective mechanism that becomes such only with an integrated approach to the organization of sales activities. It must be constantly improved in the following areas:
- planning (strategic);
- relationships with partners;
- price formation;
- logistics;
- and, of course, control.
Each supplier must independently choose the scheme according to which distribution will operate. This is an important point, because each scheme has both its advantages and disadvantages. Only a real assessment of one’s own capabilities, future benefits and the suitability of the selected network for planning tasks will make it possible to organize the organization’s most effective sales policy .