The Need for Renewing the Distribution Strategy in Time of Crises. The Ursus Case
The Need for Renewing the Distribution Strategy in Time of Crises. The Ursus Case

Summary/Abstract: This article describes the concept of relationship marketing, some aspects that include attempts by firms to develop long-term relationships with channel members. Concerning these relationships, there is approached the importance of the vertical marketing systems (VMS) and theirs forms. In this case, we tried to emphasize through the URSUS Breweries case, how a customer must be perceived to provide value and long-lasting efficiency. After we know what a vertical marketing system is, it is suitable to find what a tactical or a strategic relationship should mean and which the best way to choose such a strategy is. The idea of collaboration was also outlined here because this kind of partnership was considered a genuine competitive advantage for the company. In this context, an innovative method for FMCG distribution – the URSUS Breweries case was presented and how this direct distribution system has influenced the producer’s market share. The outstanding results of implementing an innovative distribution channel are considered an incentive way to creation of the URSUS brand’s value and higher levels of efficiency

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