Analysis of the work of the commodity distribution network of JSC “Mogotex” and choosing a strategy for interacting with intermediaries

• Main Author: L. Klimova
• Format: Article
• Language: Russian
• Published: State University of Management 2020-08-01
• Series: E-Management
• Subjects: dealer; distribution network; dynamics of sales; evaluation parameters; experts; interaction strategy; intermediary; joint ventures; operating efficiency; sales structure
• Online Access: https://e-management.guu.ru/jour/article/view/91

With the development of market relations, most domestic enterprises have gained access to new markets, including external ones. The study and development of these markets requires not only time, but also significant financial, labor and organizational resources. Domestic manufacturer deals with a horizontal, geographically dispersed market, where a large number of consumers are present, and creating its own sales network to serve them requires disproportionately high costs in relation to the expected sales volume. Intermediaries, by providing relatively easy and inexpensive access to foreign markets, play an important role in the export of the enterprise’s products and are designed to ensure more efficient movement of goods from producer to consumer, while producers can focus their attention and effort on producing high-quality products that better meet the needs of consumers.An analysis of the distribution network of the open joint stock company “Mogotex” has been conducted in the article, the structure of finished production enterprises through joint ventures and through dealers have been analysed, the analysis of dynamics of sales through distribution network has been performed, the author`s methodology for evaluating the effectiveness of intermediaries, has been сreated, taking into account the opinions of experts from the Marketing Department of the company under study and the weight of the criteria selected for evaluation, based on the developed methodology, depending on the average amount of points collected, the company᾽s intermediaries have been grouped and strategies for interaction with various groups have been selected. For the key intermediaries of the enterprise, the development of a program for their stimulation and support has been proposed.