Desenvolvimento de canal de distribuição: estudo de caso em uma indústria de alimentos

Abstract

This paper focuses on distribution channels as a competitive strategy. To develop the theme was performed research on the development of food industry in a distribution channel, selecting the most suitable distribution model and transcribing the aspects involved in the process, linking them with the marketing strategy of the organization. To support the research was necessary to contextualize the marketing planning by describing the basic concepts of segmentation, positioning, differentiation and selection of the target audience. The theoretical part of the study focuses on the explanation of the role of distribution channels in organizational strategy, describing the types, levels, functions and objectives of the channels. Later is a survey of important for the development of distribution channels based on the theoretical aspects. What kind of research was a case study that aims to make a comparative analysis of the issues raised in the theory with the issues identified in developing the distribution channel of the target company's study. Finally, it is shown how the process of channel development of food industry research object was and it is concluded that the aspects described by theorists are used in the development of the canal company. Moreover, they are noted as key aspects in the development of channel case study planning and benchmarking of companies in the same industry.