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COMO DEFINIR SU MODELO DE DISTRIBUCIÓN / HOW TO DEFINE YOUR DISTRIBUTION MODEL

La distribución es la manera en que vamos hacer llegar nuestros productos al cliente final. Debemos decidir cuál es el recorrido más apropiado para nuestros productos y más rentable para la empresa. Para esto debemos diseñar los canales de distribución más adecuados en función a nuestra capacidad económica y en función a lo que queramos controlar la comercialización del producto. Canales existen muchos, solo se diferencia en la cantidad de intermediarios que queremos incluir en el recorrido comercial.

FABRICANTE-CLIENTE FINAL Canal corto

FABRICANTE-MAYORISTA-MINORISTA-CLIENTE FINAL Canal medio

FABRICANTE-AGENTE COMERCIAL-MAYORISTA-MINORISTA-CLIENTE FINAL. Canal largo.

Con todos estos canales podemos utilizar infinidad de combinaciones, criterios fundamentales, que sean los que utilizan los clientes y que se mantenga los índices de rentabilidad para la empresa.                                                                                                                  Otra decisión importante es la distribución horizontal, no es más que delimitar en que punto de ventas nos interesa que nuestros productos estén presentes y en cuáles no, además debemos reconocer la actividad específica de cada uno de los canales, por ejemplo debemos determinar cuáles productos están maduros (ya tienen un volumen aceptable, el cliente los busca por sé de alta rotación) o cuales necesitan cierto enfoque para su desarrollo, lo que muchos expertos critican de delimitar portafolio es que a un menor volumen, los costos no salen nunca positivos lo cual nos hace tener un canal poco rentable si lo vemos como una organización independiente por cada uno de los canales, pero si al final el balance de la compañía da positivo entonces quiere decir que funciona la mezcla de canales que necesitamos, las preguntas son muchas como por ejemplo si uso solo distribuidores mayoristas cómo hacer para que se interesen en desarrollar mi portafolio estratégico, como gano mercado sin tener que sacrificar margen. Si decido manejar la distribución directa las preguntas cambian, Como hago mi volumen?  Como rentabilizo mis costos constantemente?

Para poder despejar todas estas variables mercadeo debe jugar un papel importante para orientar a ventas como comercializar sus productos, finanzas debe dirigir hacia la rentabilidad a los equipos de trabajo y para terminar comercialización debe estar claro el camino a seguir y darle un tiempo prudencial para su desarrollo, recuerde roma nos e construyo en 1 día es un proceso de adaptación constante, productos que estén en proceso de desarrollo deben llegar a madurar y pasar a nuestro sistema de volumen para poder seguir desarrollando, en comercialización debe tenerse mente abierta para un cambio constante.

The distribution is the way we are going to get our products to end customers. We must decide the most appropriate route for our products, and more profitable for the company. To this we must design the most appropriate distribution channels according to our economic capacity and according to what they want to control the marketing of the product. There are many channels, only the difference in the number of intermediaries who want to include in the tour business.
MANUFACTURER-FINAL CLIENT Short Chanel

WHOLESALER-RETAILER-CUSTOMER  half channel

AGENT MANUFACTURER TRADE-WHOLESALE-RETAIL-CLIENT FINAL long channel.

With all these channels we can use many combinations, key criteria, which are those used by customers and to maintain the rates of return for the company. Another important decision is the horizontal distribution is not only narrow point of sales that we are interested in our products are present and which are not, we must also recognize the specific activity of each channel, for example we must determine which products are mature (and have an acceptable volume, the client looks for high turnover know) or which require a certain approach to its development, which many experts to define critical portfolio is that a lower volume, costs never come out positive which We do have a very profitable channel if we see it as an independent for each channel, but if the final balance is positive then the company means it works the mix of channels that need, the questions are many as example, if you use only what to do to wholesale distributors who are interested in developing my strategic portfolio as market gained without sacrificing margin. If I decide to handle the direct distribution of the questions change, as do my volume? As always pays off my costs?
To solve all these marketing variables should play an important role to guide sales and marketing their products, finances should be directed toward profitability and work teams to complete marketing should be clear the way forward and give a reasonable time for development, and we remember Rome built in one day is a process of constant adaptation, products that are in process of development must reach maturity and pass to our system of volume for further developments in marketing must be open mind to constant change .

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