Vertriebsstrategie: Wahl oder Qual? Vertriebsstrategische Optionen für mittelständische Hersteller in Branchen mit mehrstufigem Vertrieb im deutschsprachigen Raum

This study focuses on channel strategy options for medium-sized manufacturers of consumer goods in industries with indirect distribution. The results show the existence of different successful strategies. Three channel strategy configurations have been identified: "The Brand Specialist", "The Price-focused" and "The Exclusive". The following factors have an influence on the appropriate channel strategy (channel strategy configuration): Special internal factors (strategic focus and position of the manufacturer, brand strength), factors relating to the distribution partner (importance of wholesalers and big-box stores, strategic focus and competence of craftsmen and speciality retailers) and customer-related factors (targeted customer segments).