Browsing by Author "Ponomarchuk Yulia"

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    Distribution policy of «Mama Manana» restaurant», LLC «Good Snack», Kyiv city
    (KNUTE, 2020) Ponomarchuk Yulia
    A distribution policy is the strategy applied by a company for the correct shipment of its products from the production chain to its positioning in the market. Distribution policies refer to the measures taken by a company, from manufacturing to packaging and final transport stages, to ensure the product reaches the most appropriate channels and points of distribution and does so within the planned launch and product replenishment times. The organization of effective distribution policy at the enterprise has very important and directly affects in the results of its activities, because the possibility of further production and the existence of the enterprise in general depends on whether the manufactured products will be sold. The distribution policy of restaurant enterprises is based on the realization of tangible and intangible results of the service. The main difference in the distribution policy of restaurant enterprises is to combine the process of selling products with the process of serving individual consumers and providing additional services. The tangible and intangible results of the service are interdependent and inseparable. The study of the main forms and methods of distribution is aimed at identifing promising means of promoting product to the end consumer and organizing its distribution based on a comprehensive analysis and evaluation of the effectiveness of used or planned to use channels and methods of distribution, including those used by competitors. Distribution management in external conditions an environment that is changing rapidly, necessitates improvement and is constant implementation of changes in distribution policy. Distribution policy can be defined as a multifaceted management process aimed at providing effective distribution of the enterprise in the long run in conditions of changing environment. Proper organization distribution management and timely implementation distribution strategies can provide the company with a stable position in the market and intensify it’s economic activity. The selection of distribution channels depends on several factors such as market type, product type, scale and number of producers, market structure of country and there is no predetermined rule which can determine the number of distribution channels without considering the above factors. The proper function of this network in society leads to consumers access to the goods and services at a reasonable cost. Economic balance and improvement of both production and consumption depends greatly on reformation and regulation of this network. Distribution channels are different based on their consumer and industrial market and based on the number of involving factors in distribution channel. The choice of distribution channels and channel members will have a huge impact on the company’s strategy. A careful attention should be also taken into account at different levels in distribution channels decision making process. Management of distribution policy in enterprises aims at effective and systematic use of all economic, organizational and social opportunities to achieve the ultimate goals of the operation of this enterprise in the market. The purpose of the work- is to study the theoretical foundations of the formation and implementation of distribution strategy and development of recommendations for their implementation in the activities of the restaurant business. The object of research- is the process of formation and implementatio n of the strategy of distribution of the restaurant business. Subject of research is theoretical, methodological and practical principles of development and implementation of the strategy of distribution of the restaurant business. Achieving the goal of the work involves solving the following tasks: - substantiate the essence of distribution activities of restaurant business enterprises; - characterize features of stimulation of distribution activity in a complex of marketing communications; - investigate the peculiarities of restaurant distribution management as a system, marketing and restaurant distribution services; - analyze the economic and financial and distribution activities of the restaurant "Mama Manana" in Kyiv; - evaluate the effectiveness of distribution activities of the restaurant "Mama Manana" in Kyiv; - determine the system of improving the distribution activities of the hotel "Mama Manana" in Kyiv; - substantiate the program of measures on the effectiveness of improving the distribution activities of the restaurant "Mama Manana" in Kyiv.