[Specific character of the formation of products distributions channels of meat processing enterprises of agro-industrial complex of the Republic of Belarus]
2006
Adintsova, A.,Belarus State Academy of Agriculture, Gorki (Belarus)
Problems of the formation of products distribution channels including the questions of macrosegmentation, retail and wholesale trade for the meat processing enterprises of the Republic of Belarus are analyzed. Analysis of market sales volume of the main groups of products produced by the meat processing and packing plants of the Republic in 2000-2005 showed the following results: cardinal change of the structure of meat and by-products production; sales of meat canned products predominantly on the local markets; export of cattle skins, casein, endocrinic and enzymatic raw materials to the international markets. To increase the efficiency of products distribution management it is recommended to form the three-level channels in the municipal distribution network by means of transmission of some unprofitable retail shops with low sales volume and profit. Control over dealers activity and assessment of their activity is also required. The complex assessment of dealer work efficiency supposes the creation of information database for the surveying the following indices: dynamics of each dealer sales, change in the customer base, information on the volumes of trade margins, proposed discounts, services quality, realization of the general merchandising, application of dealer transport means for advertising campaigns, participation in the enterprise marketing programmes, level of fulfillment of treaty commitments. Research results showed that marketing ands logistic management of distribution channels is the cyclic process of the constant search for their optimal structure from the point of view of their ability to satisfy the requirements of target users and make a profit for its enterprise
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