To achieve this, a good distribution system must focus on satisfying three basic factors : time, place and quantity, for which a significant communicative and economic effort must be made, within reasonable costs. We are undoubtedly talking about Marketing with a capital M.
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Three complex factors
The factors we have mentioned are easy to say, but they are a challenge. We can have a very efficient production system, but without the proper distribution, a bottleneck would form that would end up affecting the satisfaction of our target market (and therefore demand), in the same way that it could harm manufacturing , storage, costs and the final price.
The fact that distribution and logistics can be an independent department does not mean that they should be separate from marketing decisions or that these can be made autonomously. In fact, we are talking about one of the most important marketing instruments that companies have, of great strategic relevance.
Therefore, although it can operate independently from an operational point of view, it should always operate under the supervision, strategy and objectives established by finance and banking email list management or by the associated marketing department. Ignoring distribution or considering it as a secondary process can become a very serious problem .
When, how and how much . These are the three basic questions that every sales process should be able to address in order to be considered a true success and to aspire to customer delight, to the maximum state of satisfaction , which we could consider the Holy Grail of marketing.
Serving a product at the right time allows the customer to access its consumption in an optimal and regular manner, without being forced to stock up and allowing for regular stock release.
How it is distributed is vital to meet deadlines, bringing it closer to the end customer through points of sale , shipping systems, etc. The goal of all this is for the customer to be able to possess the product easily.
However, all of this can be compromised if we do not also deliver the promised quantities at the agreed price. Volume can be an issue for certain products, so our distribution decisions must take into account both fluctuations in demand and the volume of individual orders, combining their forces with efficient and competitive production.
