Rantakoski Design's Case : Effective Distribution Strategy and Sales Channels
Alpe, Ruta (2013)
Tampereen ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201305077003
https://urn.fi/URN:NBN:fi:amk-201305077003
Tiivistelmä
Distribution strategy is an important decision for company to make to ensure that company’s products will reach customers in most effective way. The aim of Bachelor Thesis was to provide Rantakoski Designs with suggestions for improved distribution strategy and distribution channels. The objective set for Bachelor’s Thesis was to increase sales through distribution channels that will not be too expensive or time consuming. Author of Thesis considered growth opportunities through distribution for a company with limited time and financial resources and one-person’s capacity.
Research was based on theory, few interviews with local design shops and author’s personal knowledge acquired from studies and various projects. This research was based on theory in fields of Marketing and Logistics. Most of the theory was related to physical goods distribution in field of Marketing while some aspects from Logistics were used regarding distribution channel activities.
Three interviews were carried out in Tampere with representatives of design shops, one of them already Rantakoski Design’s retailer. Interview questions were regarding products, distribution relationships with providers (art designers) and target customers. Rantakoski Designs’ products were introduced along with the idea of exclusive distribution.
The problematic part of research process appeared to be reluctance of design shops to give out specific information and author’s lack of experience about what kind of questions to ask in interview and how to formulate them.
Thesis provides Rantakoski Designs with solutions regarding more efficient distribution strategy and suggestions on time and capacity issues. Implementing the new distribution strategy will enable Rantakoski Designs to attract more customers and increase the amount of sales. Studies show that in order to maximize the efficiency of distribution, the financial resources or capacity will have to be extended.
Research was based on theory, few interviews with local design shops and author’s personal knowledge acquired from studies and various projects. This research was based on theory in fields of Marketing and Logistics. Most of the theory was related to physical goods distribution in field of Marketing while some aspects from Logistics were used regarding distribution channel activities.
Three interviews were carried out in Tampere with representatives of design shops, one of them already Rantakoski Design’s retailer. Interview questions were regarding products, distribution relationships with providers (art designers) and target customers. Rantakoski Designs’ products were introduced along with the idea of exclusive distribution.
The problematic part of research process appeared to be reluctance of design shops to give out specific information and author’s lack of experience about what kind of questions to ask in interview and how to formulate them.
Thesis provides Rantakoski Designs with solutions regarding more efficient distribution strategy and suggestions on time and capacity issues. Implementing the new distribution strategy will enable Rantakoski Designs to attract more customers and increase the amount of sales. Studies show that in order to maximize the efficiency of distribution, the financial resources or capacity will have to be extended.