METHODICAL ASPECTS OF FORMATION OF DISTRIBUTION SYSTEMS IN THE ENTERPRISE SUPPLY SYSTEM
Journal Title: Проблеми системного підходу в економіці - Year 2017, Vol 5, Issue 61
Abstract
The conducted studies have shown that the establishment of an effective marketing policy is a priority task of a modern enterprise. Decisions concerning the formation of efficient distribution systems are the central element of the company’s sales policy. The study determined that some scientists identified several concepts of the marketing theory. By analyzing the works of scientists D. Ahlert, I.O. Polyezhayeva, L.V. Balabanova, Ph. Kotler, G. Armstrong, J. Saunders, V. Wong. Theoretical tools are improved and defined the vision of “sales”, “distribution of production” and “enterprise production system distribution”. The article reviews current approaches to the mechanism of formation of product distribution system in the company sales, which is set out in the writings A.T. Coughlan, L. Gorchels, A.I. El-Ansary, Ph. Kotler, E. Marien, L.W. Stern and C. West. It’s determined that existing studies highlight the problem one-sided, focusing only on certain issues, such as the efficiency of distribution channels and production companies, managing product distribution channels parties in the distribution system of the enterprise or developing strategies for reaching the market. The sequence of stages of the formation of distribution systems is proposed, which takes into account the conceptual possibilities of making managerial decisions for the different levels of distribution: systems and channels of distribution of products, as well as participants of distribution channels of production of the enterprise. First, the objectives of the distribution policy are aligned with the objectives of the enterprise and the distribution channels are defined. In the future, the possibilities of controlling the distribution systems are determined using the indicator “degree of vertical integration”. The economic efficiency of distribution channels is evaluated and strategic decisions in the distribution channels are adopted. Also the strategy of interaction with the participants of the distribution channels is determined. The formation of optimal product distribution systems is based on a comprehensive assessment of both economic (efficiency) and managerial (level of manageability) aspects and on making strategic decisions of effective management.
Authors and Affiliations
S. B. , Rozumei, I. V. Nikolaienko
Keywords
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