Strategy in distribution channels: a comparative analysis of distributor and cash & carry wholesalers

Abstract

Market dynamics, fierce competition, and demand for higher standards of service by customers have led organizations to develop complex strategies for their distribution processes. Distribution channels include distributor and cash and carry wholesalers. In this article we aim to identify and analyze the marketing strategies developed by distributor and cash and carry wholesalers for their distribution channels. The research can be considered qualitative and exploratory. The method used was a case study with semi-structured interviews with the managers of the distribution departments of ​​the wholesalers. The results we obtained allowed the construction of a table summary. From the point of view of distribution, it was possible to identify the strategies of distributor wholesalers to be: using door-to-door delivery, having trained sales teams, maintaining ties with industry, and managing logistics activities. For the self-service wholesaler, we identified strategies such as establishing partnerships with suppliers, providing physical stores, setting up distribution centers, and drawing up logistics contracts.