DISTRIBUTION CHANNEL CHOICES ON THE EXAMPLE OF ORBICO

Kanali distribucije nazivaju se plasmani. Oni označavaju put robe od proizvođača do kupca. Kada se poveća broj distribucijskih kanala putem kojih potrošač može pristupiti proizvodu, povećava se i dobit, međutim, više distribucijskih kanala može dovesti do poteškoća u upravljanju tim kanalima. Ako postoje prošireni kanali distribucije, to može dovesti do smanjenja dobiti jer i posrednici moraju biti plaćeni. Dakle, presudno je uspostaviti ravnotežu između dosega proizvoda i zarade. Tvrtka Orbico d.o.o. ima dva kanala prodaje, to su Presale kanal koji se odnosi na isporuku trgovinama manje ili srednje veličine koje pr odajni predstavnik obilazi prema unaprijed utvrđenom hodogramu, prikuplja narudžbe te ih koristeći GPRS prijenos podataka šalje u središnji poslovni sustav. Drugi kanal je MAS koji se odnosi na isporuku robe velikim trgovinama u njihove trgovačke centre ili centralna skladišta. Orbico je izvrši o robotizaciju svojih distribucijskih centara. Orbico je zadržao lidersku poziciju i ostvario značajnu konkurentsku prednost tako što je pratio i primjenjivao najnovije tehnologije u svoj distribucijski sustav. Orbico grupa je vodeći distributer globalno zastupljenih robnih marki u Europi.Distribution channels are called placements. They mark the path of the goods from the producer to the buyer. As the number of distribution channels, through which a consumer can access a product, increases, so does profit, but multiple distribution channels can lead to difficulties in managing those channels. If there are expanded distribution channels, this can lead to a reduction in profits because intermediaries also have to be paid. Thus, it is crucial to strike a balance between product reach and earnings. Orbico has t wo sales channels, the Presale channel, which refers to the delivery of small or medium-sized stores that the sales representative visits according to a predetermined schedule, collects orders and sends them to the central business system using GPRS data t ransmission. The second channel is MAS, which refers to the delivery of goods to large stores in their shopping centers or central warehouses. Orbico has roboti zed its distribution centers. They are also from year to year 2 mantaining position of leader and through that they achieved a significant competitive advantage by monitoring and applying the latest technologies in its distribution system. The Orbico Group is the leading distributor of globally represented brands in Europe