The Impact of distribution policy on the commercial performance of the entreprise

Abstract

Distribution is an important element of commercial policy, and it is based on choices and actions that aim not only to create, develop, facilitate and monitor the company's distribution network, but also to distribute the products properly, at the right time with a convenient quantity and a minimum cost, so it consists of reducing disparities between places, time and modes of manufacture on one hand, and consumption on the other hand. Our work summarizes the distribution which is one of the marketing mix activities exercised by the company and the commercial performance which refers to the evaluation of the results achieved in relation to the objectives defined by the company and its ability to satisfy the customers by offering them the best quality of products and meeting their expectations. In this work we carried out a study within the company of INALCA Algeria and the aim of this research is to study the impact of the distribution policy on the commercial performance of these company. We tried to analyze the performance of its distribution channels and the satisfaction of its customer.