THE ROLE OF DISTRIBUTION IN CREATING COMPETITIVE ADVANTAGE OF COMPANIES IN SME SECTOR

In this framework, the distribution as an important instrument of marketing management in companies is described. The optimal choice of distribution strategy and the role of intermediaries, mainly with reference to SME sector companies are underlined. The choice the most optimal structure of distribution channel is determined not only by factors such as costs, but also client expectations, actions of competitors, strategy of positioning product, number of products in the offer, market absorption, and market segment where the product is sold.