master's thesis
Distribution strategy in case of Vindija

Ivana Raspasović (2017)
Josip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Chair of Marketing
Metadata
TitleStrategija distribucije na temelju primjera tvrtke Vindija d.d.
AuthorIvana Raspasović
Mentor(s)Marija Ham (thesis advisor)
Abstract
Distribuciju možemo definirati kao način plasiranja proizvoda na tržište, odnosno način na koji se proizvodi kreću od proizvođača do krajnjih potrošača. Kada govorimo o distribuciji, ne govorimo samo o fizičkom transportu dobara od točke A do točke B, ili o prodaji, nego o puno složenijem problemu s kojim se susreću osobe odgovorne za provođenje marketinga unutar poduzeća. Postoje brojne okolnosti i aktivnosti koje moraju biti ispunjene kako bi se distribucija mogla provoditi. Jedna od glavnih odluka koje, odgovorni za provođenje marketinga, moraju donijeti je odluka vezana za izbor načina distribucije koji može biti izravan ili neizravan. Kod izravne distribucije nemamo posrednika, već poduzeće izravno plasira svoje proizvode krajnjem kupcu, dok kod neizravne distribucije imamo posrednike poput trgovine na veliko, trgovine na malo, agenata, brokera i slično. Prilikom izbora kanala distribucije moraju se sagledati sve prednosti i nedostaci, ocijeniti pojedine kanale te u konačnici izabrati najučinkovitiji i najprofitabilniji kanal. U nekim slučajevima je potrebno, ukoliko nema drugog rješenja, kreirati vlastite kanale distribucije. Kako bi sustav distribucije bio što učinkovitiji potrebno je izgraditi kvalitetnu komunikacijsku mrežu između poduzeća te posrednika, ali i kupca, te stvoriti sustav koji će omogućiti brzu i jednostavnu razmjenu podataka vezanu za stanje zaliha. Primjerom iz prakse u radu će se prikazati kako jedna od velikih tvrtki upravlja distribucijom.
KeywordsDistribution distribution channels mediators direct distribution indirect distribution
Parallel title (English)Distribution strategy in case of Vindija
Committee MembersMarija Ham (committee chairperson)
Josipa Mijoč (committee member)
Marina Stanić (committee member)
GranterJosip Juraj Strossmayer University of Osijek
Faculty of Economics in Osijek
Lower level organizational unitsChair of Marketing
PlaceOsijek
StateCroatia
Scientific field, discipline, subdisciplineSOCIAL SCIENCES
Economics
Study programme typeuniversity
Study levelgraduate
Study programmeMarketing
Academic title abbreviationmag.oec.
Genremaster's thesis
Language Croatian
Defense date2017-02-27
Parallel abstract (English)
Distribution can be defined as a way of product placement, it is a way in which product are moving from production to costumers. When we talk about distribution we don`t talk only about transporting goods from point A to point B, or about sales, we talk about complex issues that are done by people form marketing department form inside the company. There is a lot of things and activities that have to be filled up so that distribution can be implemented. The most important decision, which is made by people who are responsible for implementation of marketing, is a decision related to the choice of distribution methods, and the method can be direct or indirect. There is no mediator in direct distribution, the company is selling their product directly to customers, whereas in indirect distribution there is a mediator in a form of wholesale, retail, agents, brokers, etc. During the selection of channels of distribution company has to scan all advantages and disadvantages, evaluate channels individually and then select the most efficient and profitable channel of distribution. In some cases it is necessary to create a new distribution channel. In order to be efficient distribution system has to have good communication network between all mediators and customers, and also they have to create a system that will enable fast and simple data exchange. The case study will show how a certain big company manages their distribution system.
Parallel keywords (Croatian)Distribucija kanali distribucije posrednici izravna distribucija neizravna distribucija
Resource typetext
Access conditionAccess restricted to students and staff of home institution
Terms of usehttp://rightsstatements.org/vocab/InC/1.0/
URN:NBNhttps://urn.nsk.hr/urn:nbn:hr:145:971389
CommitterGordana Kradijan