Distribution policy of «Mama Manana» restaurant», LLC «Good Snack», Kyiv city
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Date
2020
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Publisher
KNUTE
Abstract
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.
Description
FINAL QUALIFYING PAPER