DESIGNING A NETWORK OF CUSTOMER-ORIENTED DISTRIBUTION CHANNELS : Case: Company X in Automotive Industry
Summanen, Elena (2014)
Jyväskylän ammattikorkeakoulu
2014
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201404224571
https://urn.fi/URN:NBN:fi:amk-201404224571
Tiivistelmä
The purpose of the thesis was to develop a design of the customer-oriented distribution channel network for the Finnish-based manufacturing company exporting industrial furniture to the Russian market. The case company is targeting a new customer segment of the authorized auto-dealers and service centers in the Saint-Petersburg market. The target customer’s needs and requirements for the supplier and manufacturer of industrial furniture were examined in order to apply them in designing the network of distribution channels. The traditional concept of the distribution channel was revised and enhanced with a contemporary trend in an industrial sector and B2B marketing in order to make it a more functional model of distribution networking.
The research strategy is based on a single case study due to the nature of the research questions and studying a single organization in the context of the phenomenon of distribution network. The empirical data was collected through the semi-structured interviews with the representatives of the target customer segment, current distributors and the management of the case company. The market analysis was carried out using the multiple sources of the secondary data.
The results of the research revealed important factors directly influencing the distribution channel design. The locations of the core business, availability of potential distributors, terms of trade (Incoterms) are examples of the crucial factors. The foundation for the long-term profitable cooperation with the Russian partners is laid upon trust, commitment and communication.
In conclusions, recommendations are provided to the management of the case company in order to facilitate the process of building up a sustainable distribution channel network in the Saint-Petersburg market. The research implications may be of interest to various export organizations, targeting the Russian market and looking for a reliable partner.
The research strategy is based on a single case study due to the nature of the research questions and studying a single organization in the context of the phenomenon of distribution network. The empirical data was collected through the semi-structured interviews with the representatives of the target customer segment, current distributors and the management of the case company. The market analysis was carried out using the multiple sources of the secondary data.
The results of the research revealed important factors directly influencing the distribution channel design. The locations of the core business, availability of potential distributors, terms of trade (Incoterms) are examples of the crucial factors. The foundation for the long-term profitable cooperation with the Russian partners is laid upon trust, commitment and communication.
In conclusions, recommendations are provided to the management of the case company in order to facilitate the process of building up a sustainable distribution channel network in the Saint-Petersburg market. The research implications may be of interest to various export organizations, targeting the Russian market and looking for a reliable partner.