Upravljanje kanalima distribucije prehrambenih proizvoda

master's thesis

• Title: Upravljanje kanalima distribucije prehrambenih proizvoda : Upravljanje kanalima distribucije prehrambenih proizvoda
• Title (english): Managing food distribution channels
• Author: Petra Kunštek
• Mentor: Nikola Knego (mentor)
• Committee member: Nikola Knego (predsjednik povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2020-09-30, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Distribuciju čine sve aktivnosti koje služe raspodjeli proizvedenih dobara korisnicima. Distribucijski kanal definira se kao skup nezavisnih organizacija uključenih u proces izrade i opskrbe proizvoda ili usluga raspoloživih za upotrebu ili potrošnju. Distribucijski sustav možemo podijeliti na dva podsustava. Prvi, akvizicijski distribucijski sustav, bavi se menadžmentom distribucijskih kanala, dok se logistički distribucijski sustav bavi kretanjem proizvoda. Distribucijski sustav je različito strukturiran za različite proizvode, jer distribucijski kanal ovisi o različitim faktorima. Funkcija prodaje i distribucije je uspostavljanje veza između tržišta i proizvodnje. Pod distribucijom se podrazumijevaju fizička distribucija i kanali distribucije. Fizička distribucija sastoji se od samog rukovanja robom, a kanali distribucije ukazuju na načine kojima proizvod putuje od proizvođača do potrošača. Sudionike u distribuciji čine proizvođači, trgovinska poduzeća, poduzeća za pružanje trgovinskih usluga te potrošači. Kod izravnog kanala distribucije proizvođač prodaje robu pojedinim potrošačima bez posrednika, a kod neizravnog je kanala prisutna trgovina kao posrednik. Broj posrednika ovisi o izabranoj strategiji. Tako se intenzivna distribucija odvija uz velik broj posrednika, ekskluzivna distribucija daje određenom broju posrednika isključivo na distribuciju proizvoda, dok selektivna distribucija uključuje više odabranih posrednika. Kanali distribucije obično podliježu kombinaciji promjenjivih uzoraka distribucije sa svrhom postizanja konkurentske prednosti. Pozicioniranje, odnosno oblikovanje imidža i ponude poduzeća važno je zbog lakšeg isticanja na tržištu. Upravljanje marketingom se temelji na upravljanju markom. Tako, s jedne strane, proizvodi i usluge služe zadovoljavanju potreba potrošača, a s druge strane postizanju ciljeva tvrtke. Prijevoz i skladištenje posebno osjetljivih proizvoda kao što su prehrambeni proizvodi iziskuje posebnu pažnju. Isto tako, prioritetno će se dostavljati oni proizvodi koji se brže troše. Transport i postupanje s proizvodima prikazani su na primjeru mesnih i mliječnih proizvoda.

Abstract (english)

Distribution consists of all activities that serve to distribute the goods produced to users. A distribution channel is defined as a set of independent organizations involved in the process of making and supplying products or services available for use or consumption. The distribution system can be divided into two subsystems. The first, the acquisition distribution system, deals with the management of distribution channels, while the logistics distribution system deals with the movement of products. The distribution system is structured differently for different products because the distribution channel depends on different factors. The function of sales and distribution is to establish links between markets and production. Distribution means physical distribution and distribution channels. Physical distribution consists of the handling of the goods themselves, and the distribution channels indicate the ways in which the product travels from producer to consumer. Distributors are manufacturers, trade companies, trade service companies and consumers. In the case of a direct distribution channel, the producer sells goods to individual consumers without intermediaries, and in the case of an indirect channel, trade is present as an intermediary. The number of intermediaries depends on the chosen strategy. Thus, intensive distribution takes place with a large number of intermediaries, exclusive distribution gives a certain number of intermediaries exclusively to the distribution of products, while selective distribution involves several selected intermediaries. Distribution channels are usually subject to a combination of variable distribution patterns in order to achieve a competitive advantage. Positioning, ie shaping the image and offer of the company is important for easier promotion on the market. Marketing management is based on brand management. Thus, on the one hand, products and services serve to meet the needs of consumers, and on the other hand to achieve the company's goals. The transport and storage of particularly sensitive products such as food products requires special attention. Also, priority will be given to those products that are consumed faster. Transport and handling of products are shown on the example of meat and dairy products.

• Keywords: Ključne riječi: distribucija; kanali distribucije; marketing; plasman; tržište
• Keywords (english): Key words: distribution; distribution channels; marketing; placement; market
• Language: croatian
• URN:NBN: urn:nbn:hr:148:211448
• Study programme: Title: Business Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2020-09-30 19:18:44