Optimizing NAU Beer´s distribution strategy : analysis of the online channel

• Autor(a) principal: Zorrinho, Maria Ana Valente de Matos
• Data de Publicação: 2016
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/20723
• topic: Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Distribution channels’ strategy is important for firms’ success, since an effective distribution strategy may increase sales and, as a result, have a positive effect on firms’ overall performance. Today, with the growing importance of online channels and social networks, firms tend to define strategies combining efficiently these channels with offline channels. Therefore, this study aims to analyse which individuals’ characteristics lead consumers to choose the online channel to buy NAU Beer, as well as, the impact of this channel on firm’s indirect channels and the importance successfully integrate different channels. A survey of consumers’ willingness to use the online channel conducted to Portuguese citizens showed that consumers tend choose online channel to purchase NAU Beer if they are users of this type of channels. This fact reinforces the idea of no cannibalization of sales among physical and online channels, assuming there are costumers who are general online buyers, which will consider buy NAU Beer online, but also consumers who have a clear preference for the physical channel. Furthermore, through interviews with other craft beer brands, it is possible to conclude that the importance of online channel goes beyond its contribution to sales and its strongly related to the need of having a broad and integrated presence in todays’ trendy channels, like social networks, as a key factor for the construction of a solid relationship with customers.