Riassunto analitico
A distribution channel could be defined as the path followed by a good starting from the producer up to being available to the final customer. The discrepancy between what a company offers and the real needs of consumers might require the involvement in the process of some intermediaries, in order to match demand with supply. This study aims at analyzing the characteristics of these partners, their functions, the value they could produce and the costs to sustain, specifically for the ceramic tile industry.
Manufacturers could opt for a direct distribution or might reach their customers indirectly by using intermediaries. These actors have become more independent and their definition of long-term collaborative relationships with suppliers might create mutual benefits and could potentially generate a competitive advantage (as co-creation of value). In fact, long-lasting relationships have encouraged business organizations to increase their efforts in supply chain management and, as a consequence, in the effective selection of suppliers. The criteria adopted by intermediaries for the selection of their partners could differentiate, according to the purposes they want to achieve. Moreover, collaborative relationships could generate trust and confidence in sharing information and knowledge, ensuring sources of supply for a long period of time.
The study focuses on the characteristics and current trends of the ceramic tile industry in Germany. In particular, it analyses the features of the sectors and the relative intermediaries (distributors and retailers) operating within it. It is important to investigate which factors they consider the most valuable in order to select their suppliers before starting a relationship. The results obtained derive from interviews proposed to retailers and/or distributors companies of ceramic tiles in Germany, operating locally with different branches and towards international markets.
Further research would be needed in order to investigate more deeply the future trends of the ceramic tile industry and the relative channels used for the distribution of these products in different countries.
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