Problems of improving the management of marketing channels in retail chains in the sale of agricultural products

Abstract

This article attempts to analyze the management system of marketing channels for agricultural products. For the successful sale of perishable products, it is necessary that they move as quickly as possible through the sales channel, so that the consumer is informed in advance about the quality characteristics of the product, its useful properties, about additional services for the delivery of products, about the delivery time of the product, its shelf life and other characteristics. It was made an analysis for retail chains represented on the market of the city of Krasnoyarsk. Limited Liability Company “Retail chain Komandor”” is one of the leaders of the Russian retail chain. “Krasny Yar” and “Komandor” are these are the most common networks in Krasnoyarsk for the sale of agricultural products, in particular local agricultural products. They have a lot in common: both chains are focused on the middle segment, have approximately the same pricing policy, came to the market almost at the same time, and have a similar assortment. The registration of the retail chain “Komandor” on the Krasnoyarsk market took place in December 1991, although the first store was opened in 1999, and the retail chain “Krasny Yar” has been present on the Krasnoyarsk market since December 1997. The purpose of this study is to analyze the current situation in the marketing channel management system, in the most popular retail chains of the city of Krasnoyarsk, to identify the main trends in the development of the marketing channel management system, to determine the differences between distribution channels and marketing channels, and to develop measures to improve this system.

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