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Kanale distribucije najjednostavnije definiramo kao put koji neki proizvod prijeđe od proizvođača do potrošača. Kanali distribucije obuhvaćaju razne funkcije, aktivnosti, ciljeve koji služe da bi proizvod ili usluga stigli do potrošača u određeno vrijeme, na određeno mjesto i u određenim obliku. U tom slučaju odnosno u kanalu distribucije pomažu nam posrednici koji obavljaju posao distribucije proizvoda. Dakle, u kanalu distribucije sudjeluju tri člana, a to su proizvođač, potrošač i posrednik. Posrednik je taj koji obavlja najviše funkcija i o njemu ovisi cijela distribucija. Vrlo bitna funkcija kanala distribucije jest da se olakša protok proizvoda od proizvođača do potrošača. U kanalima distribucije postoje i tijekovi kroz njih. Tijek kroz kanal distribucije jest skup funkcija koje određenim slijedom obavljaju članovi kanala. Neki od tijekova kanal distribucije jesu: tijek proizvoda, prijenos vlasništva, tijek plaćanja i ostali. Kanali distribucije dijele se na kanale distribucije na tržištu krajnje potrošnje i kanale distribucije na tržištu poslove potrošnje. Da bi kanal distribucije funkcionirao kvalitetno mora postojati struktura i organizacija unutar kanala. Ta organizacija dijeli se na horizontalnu, vertikalnu i hibridnu organizaciju kanala distribucije. Nakon toga slijedi izbor kanala te nakon toga oblikovanje tih kanala kako bi poslovanje dugoročno poslovalo. Jedan od članova kanala distribucije može imati lidersku poziciju i preuzeti vodstvo u kanalu. Vodstvo u kanalu distribucije se temelji na poziciji moći jednog člana nad ostalim članovima kanala distribucije. U radu je istraženo vodstvo u kanalima distribucije na primjeru poduzeća „Podravka“ d.d. We most simply define distribution channels as the path that a product takes from producer to consumer. Distribution channels include various functions, activities, goals that serve to get a product or service to the consumer at a certain time, in a certain place and in a certain form. In the distribution channel we are assisted by intermediaries who perform the work of product distribution. Three members participate in the distribution channel, the producer, the consumer and the intermediary. The intermediary is the one who performs the most functions and the entire distribution depends on him. A very important function of the distribution channel is to facilitate the flow of products from producers to consumers. There are also flows through them in the distribution channels. A channel flow is a set of functions performed by channel members in a specific sequence. Some of the distribution channel flows are: product flow, ownership transfer, payment flow and others. Distribution channels are divided into several types, for example distribution channels in the final market and distribution channels in the consumer business market. In order for a distribution channel to function well, there must be a structure and organization within the channel. This organization is divided into horizontal, vertical and horizontal - vertical organization of distribution channels. This is followed by the selection of channels and then the design of these channels in order for the business to operate in the long run. There is leadership in the distribution channel, and this is done by a member who is in a position to have power over other members of the distribution channel. The term Internet in the distribution channel defines an almost perfect channel because due to its capabilities it provides the company with a job well done. Certainly, as in any business, there is competition in the management of the distribution channel. |
