Substituição da força de venda própria por distribuidores : um estudo de caso

Abstract

The channels of marketing or distribution, that can be seen as an open system formed by a set of interdependent, involved companies in the process to become a product available for use or consumption, if well chose and managed they can be considered as source of competitive advantage to the companies. The present work is focused on the study of the channels of marketing as sustainable competitive strategy for the Brazilian nourishing industry. Being highlighted the results got through the change of distribution channel, with substitution of the proper force of sales for deliverers and by the formation of strategical alliances firmed between the industry and its intermediate, for the rank of the product in the retail market. The research was of exploratory nature, with bibliographical revision on channels of distribution, competitive advantage and on the basis of a study of case in a company of the nourishing branch. The conclusive data on the case study had been collected in internal reports of the organization and carried through discursive interviews with employees who had worked in the searched company, in the period whom they had occurred to the alterations in its channels of distribution. It was verified that, in the case of the searched company, the substitution of its proper sales forces for deliverers, resulted in an increase of the numerical distribution, with bigger covering of the market, considerable increase of the sales volume and making profits of the sales of the products, besides the strengthening of the mark and of the company valuation.