Scenarios for the development of distribution strategy in the FMCG market under increasing pressure from federal trade networks
Aleksina S.B.1
1 Российский экономический университет им. Г.В. Плеханова
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Journal paper
Russian Journal of Entrepreneurship *
Volume 19, Number 3 (March 2018)
* Этот журнал не выпускается в Первом экономическом издательстве
Abstract:
The current state of commodity circulation in the FMCG market is characterized by increasing level of impact of federal trade networks on this process. This problem manifests itself at the level of regional trade. Often, the requirement to shift towards direct distribution of goods in federal trade networks causes a conflict of interest between manufacturing enterprises and partners-distributors of goods. The article reveals various scenarios for the development of distribution strategies for a major FMCG producer under increasing pressure from federal trade networks on the issue of a direct contract. The author conducts economic research and proves the negative impact of distribution partners on the economy, and ultimately the negative impact of the initiator of the shift towards direct commodity supply of retail trade networks. We suggest various scenarios to minimize the emerging risks caused by the decrease in sales volumes of these companies.
Keywords: trade, distribution, distribution channels, federal trade networks, distribution of goods
JEL-classification: F14, L14, L81
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Panasenko S.V., Kolesnik E.N. (2015). Sovremennaya rol i napravleniya razvitiya vnutrennego marketinga [Modern role and development directions of internal marketing]. Human Capital and Professional Education. (3(15)). 33-39. (in Russian).
Rozhkova M.V. (2016). Sovershenstvovanie vzaimodeystviya distribyutora i proizvoditelya kak faktor povysheniya konkurentosposobnosti predpriyatiy [Improving the interaction between the distributor and the manufacturer as a factor in increasing the competitiveness of enterprises]. Economics and management: analysis of trends and development prospects. (31-1). 94-102. (in Russian).
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Sidorova T.E., Maslova V.A. (2013). Kodeks dobrosovestnyh praktik vzaimootnosheniy mezhdu torgovymi setyami i postavschikami potrebitelskikh tovarov [Code of fair practices for the relationship between trade networks and suppliers of consumer goods]. Kommercheskoe pravo. Nauchno-prakticheskiy zhurnal. (1). 83-101. (in Russian).
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Timiryanova V.M., Krasilnikova E.A., Karimova S.O., Ruzankin A.I. (2013). Otsenka zvennosti tovarodvizheniya [Assessment of commodity circulation element ]. In the World of Scientific Discoveries. (8(44)). 323-339. (in Russian).
Boykova A.V., Nikishin A.F., Khapenkov V.N. (2017). Povyshenie konkurentosposobnosti organizatsiy elektronnoy torgovli na osnove upravleniya assortimentom [Improving the competitiveness of e-commerce companies on the basis of assortment management]. Journal of Economy and Entrepreneurship. (1(78)). 419-422. (in Russian).
Bragin L.A., Borodina M.V. (2013). Osnovnye elementy struktury prodovolstvennyh klasterov na potrebitelskom rynke Rossii [The main elements of food clusters structure in Russian consumer market]. Bulletin of Plekhanov Russian University of Economics. (5(59)). 56-61. (in Russian).
Evdokimova M.V. (2013). Differentsirovanie logisticheskogo obsluzhivaniya klientov kak faktor povysheniya konkurentosposobnosti kompanii [Differentiation of logistic customer service as a factor in increasing the company's competitiveness]. Current problems of the humanities and natural sciences. (9). 80-86. (in Russian).
Ibragimova M.Kh. (2016). Osobennosti deyatelnosti distribyutorskikh kompaniy v Rossii i perspektivy ikh razvitiya [Features of activity of distribution companies in Russia and prospects of their development]. Naukovedenie. 8 (5(36)). 25. (in Russian).
Ivanov G.G., Efimovskaya L.A., Mayorova E.A., Nikishin A.F., Shipilova S.S., Boykova A.V., Tyunik O.R. (2017). Perspective directions of trade development Vienna: "East West" Association for Advanced Studies and Higher Education GmbH.
Ivanov G.G., Mayorova E.A. (2015). Rezultaty issledovaniya informirovannosti pokupateley o sotsialnoy otvetstvennosti torgovli [Results of the study on customers' awareness of social responsibility in trade]. Russian Journal of Entrepreneurship. 16 (11). 1699-1710. (in Russian). doi: 10.18334/rp.16.11.250.
Ivanov G.G., Mayorova E.A., Nikishin A.F. (2017). Reytingovanie regionov RF na osnove indikatora sotsialnoy effektivnosti torgovli [Rating of russian regions based on the social efficiency indicator of trade]. Economy. Business. Banks. (1(18)). 39-51. (in Russian).
Karaschuk O.S., Chibirev A.V. (2015). Perspektivnye napravleniya razvitiya sobstvennoy sistemy tovarodvizheniya torgovyh organizatsiy [Prospective development directions of own system of commodity circulation of trade organizations]. Russian Journal of Retail Management. 2 (1). 31-40. (in Russian). doi: 10.18334/tezh.2.1.464.
Komissarova I.P., Mayorova E.A. (2017). Rol tovarnyh kategoriy v upravlenii sobstvennymi torgovymi markami [The role of product categories in managing private labels]. ASR: Economics and Management. 6 (3(20)). 195-198. (in Russian).
Krasyuk I.N., Kalugina S.A., Shuldeshov A.S. (2015). Aspekty konkurentosposobnosti i upravleniya sobstvennymi torgovymi markami na roznichnyh torgovyh predpriyatiyakh [Aspects of competitiveness and management of own trademarks in retail trade enterprises] Moscow: Izdatelsko-torgovaya korporatsiya "Dashkov i K". (in Russian).
Mayorova E.A., Ivanov G.G. (2015). Rezultaty issledovaniya vospriyatiya pokupatelyami sotsialnoy otvetstvennosti torgovyh struktur [The Results of the Study of Customer Perception of Retailer Social Responsibility]. Science and business: development ways. (5). 129-132. (in Russian).
Naumov V.N. (2017). Proektirovanie i upravlenie marketingovymi kanalami [Design and management of marketing channels] Saint Petersburg: Sankt-Peterburgskiy gosudarstvennyy ekonomicheskiy universitet. (in Russian).
Naumov V.N. (2015). Vliyanie rynochnoy sily kompanii na peregovonyy protsess v sfere prodazh [Impact of company's market power on the negotiation process in sales]. Upravlenie prodazhami. (1). 2-9. (in Russian).
Naumov V.N. (2016). Sistema metricheskikh pokazateley dlya otsenki effektivnosti sbytovoy deyatelnosti kompanii [The system of metrics to measure the effectiveness sales of company]. Marketing. 2 (3). 4-24. (in Russian).
Nazarov L.A. (2010). Osobennosti sotrudnichestva s roznichnymi torgovymi setyami [Features of cooperation with retail trade networks]. Upravlenie prodazhami. (5). 296-300. (in Russian).
Panasenko S.V., Alekhina E.S., Baklakova E.V. i dr. (2016). Ekonomicheskie issledovaniya: analiz sostoyaniya i perspektivy razvitiya (ekonomika regionov) [Economic research: analysis of the status and development prospects (regional economy)] Voronezh-Moskva: Voronezhskiy gosudarstvennyy pedagogicheskiy universitet. (in Russian).
Panasenko S.V., Kolesnik E.N. (2015). Sovremennaya rol i napravleniya razvitiya vnutrennego marketinga [Modern role and development directions of internal marketing]. Human Capital and Professional Education. (3(15)). 33-39. (in Russian).
Rozhkova M.V. (2016). Sovershenstvovanie vzaimodeystviya distribyutora i proizvoditelya kak faktor povysheniya konkurentosposobnosti predpriyatiy [Improving the interaction between the distributor and the manufacturer as a factor in increasing the competitiveness of enterprises]. Economics and management: analysis of trends and development prospects. (31-1). 94-102. (in Russian).
Shelepina I.G. (2016). Integratsiya kanalov prodazh v deyatelnosti distribyutora [Integration of sales channels in distributors’ activity]. RISK: Resources, information, supply, competition. (3). 84-87. (in Russian).
Sidorova T.E., Maslova V.A. (2013). Kodeks dobrosovestnyh praktik vzaimootnosheniy mezhdu torgovymi setyami i postavschikami potrebitelskikh tovarov [Code of fair practices for the relationship between trade networks and suppliers of consumer goods]. Kommercheskoe pravo. Nauchno-prakticheskiy zhurnal. (1). 83-101. (in Russian).
Syomin A.N. (2017). Monopolizm torgovyh setey i transnatsionalnyh kompaniy na agroprodovolstvennom rynke strany: problemy i puti ikh resheniya [Monopoly of trade networks and transnational companies in the country's agro-food market: problems and solutions]. Agro-food policy of Russia. (5(65)). 29-34. (in Russian).
Timiryanova V.M., Krasilnikova E.A., Karimova S.O., Ruzankin A.I. (2013). Otsenka zvennosti tovarodvizheniya [Assessment of commodity circulation element ]. In the World of Scientific Discoveries. (8(44)). 323-339. (in Russian).
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