Izbor kanala distribucije temeljem višekriterijske analize

master's thesis

• Title (english): Selecting Distribution Channel by Multi-criteria Analysis
• Author: Karla Brezović
• Mentor: Ratko Stanković (mentor)
• Committee member: Kristijan Rogić (predsjednik povjerenstva)
• Committee member: Mario Šafran (član povjerenstva)
• Committee member: Darko Babić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Transport and Traffic Sciences; (Division of Intelligent Transport Systems and Logistics); (Department of Transport Logistics); Zagreb
• Defense date and country: 2019-09-25, Croatia
• Scientific / art field, discipline and subdiscipline: TECHNICAL SCIENCES; Traffic and Transport Technology; Intelligent Transport Systems and Logistics

Abstract

U ovome radu objašnjena je uloga distribucije u opskrbnom lancu. Objašnjeni su i kanali distribucije, njihova struktura, vrste i sudionici koji sudjeluju u oblikovanju kanala. Za poduzeće je važno shvatiti kako se oblikovanjem i organizacijom kanala distribucije može stvoriti konkurentska prednost, stoga odabir odgovarajućeg kanala distribucije predstavlja dugoročnu odluku poduzeća o kojoj ovisi izbor ostalih marketinških odluka. Pod izborom kanala distribucije podrazumijeva se donošenje odluke proizvođača o broju, tipu i karakteru sudionika u kanalu distribucije proizvodnog asortimana. Pri tome je bitno da se prethodno definiraju poslovi i zadaci koje će izvršavati pojedini posrednici u marketinškom kanalu distribucije. Težište ovog rada je na metodama višekriterijske analize. Višekriterijska analiza se može definirati kao model donošenja odluka, koja rangira varijante rješenja ili određuje ocjenu varijanti u odnosu na veći broj kriterija. Neke od spomenutih metoda su metoda ELECTRE, PROMETHEE, TOPSIS, VIKTOR i AHP. U radu je odabir, odnosno rangiranje kanala distribucije prikazano na primjeru tvrtke Kandit d.o.o. Analiza je napravljena temeljem analitičkog hijerarhijskog procesa (AHP), koji se bazira na definiranju kriterija i alternativa. Analiza je izvedena u programu Expert Choice koji omogućava stvaranje hijerarhijskog modela problema odlučivanja na više načina i uspoređivanje parova na nekoliko načina. U ovome radu prilikom odabira kanala distribucije nije bio cilj odrediti samo jedan najbolji kanal distribucije, već korištenjem AHP metode, vrednovati postojeće kanale distribucije radi rangiranja. Nakon obavljenog rangiranja postojećih kanala distribucije, predložen je novi kanal distribucije, koji se zatim rangirao u ovisnosti sa postojećima.

Abstract (english)

This paper explains the role of distribution in the supply chain. Distribution channels, their structure, types and participants involved in channel design are also explained. It is important for the company to understand how designing and organizing a distribution channel can create a competitive advantage, so choosing the right distribution channel is a long-term decision for the company on which other marketing decisions depend. The choice of distribution channels implies the decision of the manufacturer on the number, type and character of participants in the distribution channel of the production range. In doing so, it is important to pre-define the jobs and tasks that will be performed by individual intermediaries in the distribution marketing channel. The focus of this paper is on multicriteria analysis methods. Multi-criteria analysis can be defined as a decision-making model, which ranks variants of a solution or determines the rating of variants against a number of criteria. Some of the methods mentioned are ELECTRE, PROMETHEE, TOPSIS, VICTOR and AHP. In this paper, the selection or ranking of distribution channels is shown on the example of Kandit d.o.o. The analysis is based on the analytical hierarchical process (AHP), which is based on defining criteria and alternatives. The analysis was performed in the Expert Choice program, which allows to create a hierarchical model of the problem of decision making in several ways and to compare pairs in several ways. In this paper, when selecting distribution channels, the aim was not to determine only one best distribution channel, but to use the AHP method to evaluate existing distribution channels for ranking. After ranking existing distribution channels, a new distribution channel was proposed, which was then ranked according to existing ones.

• Keywords: distribucija; kanali distribucije; višekriterijska analiza; AHP metoda; Expert Choice; vrednovanje kanala distribucije; rangiranje kanala distribucije; e – trgovina
• Keywords (english): distribution; distribution channels; multicriteria analysis; AHP method; Expert Choice; distribution channel evaluation; distribution channel ranking; e-commerce
• Language: croatian
• URN:NBN: urn:nbn:hr:119:413168
• Study programme: Title: Intelligent Transport Systems and Logistics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra inženjer/inženjerka prometa (magistar/magistra inženjer/inženjerka prometa)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2019-11-13 12:47:14