The Strategies of Distribution Channels: Kosovo’s Case

Abstract

Through strategies of distribution channels the firms expect to achieve their goals. The competitor’s indifference towards strategies of distribution channels is a great chance for companies that want to try developing the distribution as an essential strategic element of the enterprise. From the data we can see that one of the difficulties in managing the distribution channels is the involvement of businesses and channel members in the unification of strategic objectives and policies. The strategy of designing distribution channels requires knowledge about the needs to design the distribution channel, put and coordinate distribution’s objectives, the development of possible alternatives of the channel, the evaluation of variables that affect channel’s structure, selecting the best structure and selecting the best member of the channel. The strategies of managing distribution channels require the selection, leadership and motivation of channel members and the evaluation of their success over time. The purpose of this paper is to determine the best distribution channels strategy in kosovar enterprises, which is considered as a link of marketing functions and as a connecting point of creating relationships between enterprises and consumers. Some manufacturing companies use their seduction skills towards channel members and this way these companies manage to sell their products in mass markets. A strategy like this of connecting with powerful motivated partners helps the enterprises to be effective in selling their products. The paper includes empirical data collected through questionnaires and interviews, and secondary data as well based on reviewing the existing literature about issues that have to do with defining the distribution channels strategies. The collection of primary data was conducted through a questionnaire which helped us in creating contacts. The final compilation of the questionnaire, the methodology and samples were realized by analyzing the determining factors that influence the distribution strategies. The research was realized with owners, directors, managers and other enterprise holders in Kosovo. The sample is intentional (not probable). Keywords: defining the strategies of distribution channels, mixed marketing, the strategies of designing distribution channels, the strategies of managing distribution channels. 1.