A model for the distribution channels in the food sector. / Um modelo para planejamento de canais de distribuição no setor de alimentos.

AUTOR(ES)
DATA DE PUBLICAÇÃO

1999

RESUMO

Several food and agribusiness companies are unsatisfied with the distribution of their products and services. Distribution still is a strong source of competitive advantage for companies. In products, the rate of technology transfer between companies all over the world and the global competition turns new product attributes available for competitors to copy. In prices, companies can operate in several parts of the world, creating offers at the lowest prices possible. In communications, the massive exposition of consumers builds a barrier to produce differentiation. So, in the traditional marketing’s 4 P`s, marketing channels or distribution channels are an important source of differentiation. They build stable competitive advantages because they are focused at long range planning and implementing, need a consistent structure and are focused at people and relationships. This study offers a model for distribution channels planning. A sequence of steps specially designed for food companies that want to review, or to plan the distribution channels. The model was designed based on literature review, both in marketing channels and transaction cost economics, and was submitted to 10 agents (specialists) that gave contributions to the model. The study brings contribution in gathering literature about the subject, analysing food marketing channel functions, main agents (wholesaling, retailing and foodservice) and the contributions of transaction cost economics to marketing channels.

ASSUNTO(S)

alimentos contracts canais de distribuição channels of distribution contratos planejamento marketing plan marketing food

ACESSO AO ARTIGO

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