Secured Distribution

Secured Distribution is a term used in business administration . This is a permanent design of distribution systems . The aim is the manufacturer-side control and control of the end- user-oriented coordination between the manufacturing company and the proprietary distribution organs .

Forms of secured distribution are primarily to be understood as a response on the part of consumer goods manufacturers to the increase in power and the increasing emancipation of the retail sector. Retail companies have been striving for marketing leadership in the distribution channel in addition to logistics leadership for years and see themselves to a greater extent as integrators and less as pure distribution intermediaries or as an “extended arm” of industry. As a result, industrial companies see themselves increasingly with u. U. confronted with objectives and ideas of the distribution intermediaries that are contrary to their own strategic orientation, which gives rise to an increased interest in exerting more intensive influence on the downstream processes and companies and their policies with regard to their own objectives, in particular their own ideas in the context of branded goods distribution, to control. This can be done using vertically integrative distribution systems or forms of secured distribution as a bypass strategy for retailers and vertically cooperative distribution systems or forms of controlled distribution .

When listing the forms of secured distribution, a distinction must be made between three basic options:

• Stationary distribution (e.g. self-managed branches, such as flagship stores, sales branches, factory outlets, concession shops, vending machines)
• mobile distribution (e.g. sales drivers, mobile sales outlets and sales vehicles, home parties, market, trade fair and hotel sales )
• Remote distribution (e.g. catalog, telephone / fax, internet (e-commerce), interactive teleshopping / direct response TV).

The increased stationary direct sales activities of consumer goods manufacturers are currently leading to a considerable expansion of the spectrum as well as the number of "dealers".

See also

• Distribution policy
• Vertical Marketing
• Controlled Distribution

literature

• Joachim Zentes, Michael Neidhart, Lambert Scheer: HandelsMonitor Spezial: Verticalization - Industry as a retailer. German specialist publisher, Frankfurt a. M. 2005, ISBN 3-86641-026-3 .
• Joachim Zentes, Michael Neidhart: Secured and Controlled Distribution - Industry as a retailer. In: Joachim Zentes (Hrsg.): Handbook of trade: Perspectives - strategies - case studies. Gabler, Wiesbaden 2006.