Czynniki otoczenia kształtujące system dystrybucji przedsiębiorstwa
Factors of the Environment Shaping the Enterprise’s Distribution System

Summary/Abstract: An aim of considerations is to indicate the opportunities and potential sticking in distribution as well as the factors affecting formation thereof. Contemporarily distribution becomes more and more important. On the other hand, the system approach is one of more important aspects of the up-to-date management of an enterprise and is particularly important in formation of the distribution policy in a broad sense, i.e. enterprise’s marketing and logistic orientation. In Poland, the choice, development and formation of the system of distribution are affected to a high degree by a set of factors of the enterprise’s environment. Having or potentially having an influence on its activities, they form for it definite market opportunities as well as are certain threats, thus determining its functioning. In her work, the author applied the following research methods: - a critical cognitive analysis of the theoretical achievements contained in the national and foreign literature of the subject; - carried out an analysis of the selected factors affecting formation of the system of distribution, which will allow recognition and diagnosis of the phenomenon in question. The factors are identified and discussed in the two categories, i.e. endogenous connected with enterprise’s opportunities, among which there are described, inter alia, financial, human and material resources, abilities to build relations, loyalty ties and partner relationships with customers and involvement thereof in the process of creation of the value delivered to the market as well as influence of the selected features of the product being offered to purchasers, and, moreover, the offer potential, i.e. the strategy towards customers (the target markets as well as the subjects participating in the distribution process, agents) and enterprise’s competitors. The second category of factors are the exogenous factors affecting the system of distribution through expectations and possibilities of the segment of buyers, competitive enterprises and competitive supply chains or the shaped structures of distribution in the market. Within them, the author paid attention, inter alia, to the geographical, economic, technical and social determinants, i.e. those connected with the enterprise’s market environment. The author presenting the impact of the determinants on the system of distribution assumes that determination of mutual relations and dependences between individual elements is a basis for singling out the key endogenous and exogenous variable. In the surveys carried out on the factors, the analysis showed lack of any single endogenous or exogenous variable as they are closely connected with one another and affect development of the system of distribution in a synergic way. This means that the most desirable system of distribution is a resultant of a set of factors, a result of their joint action.

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