Distribuční politika podniku zabývajícího se montáží sklářských produktů

Abstract

The subject of this bachelor’s thesis is the distribution policy of a company engaged in the assembly of glass products. The thesis is divided into a theoretical and a practical part. In the theoretical part, the author deals with the theoretical findings regarding the distribution policy as discribed in a scientific literature. The concepts of distribution, distribution logistics, distribution strategy, distribution channels, organization of distribution routes and factors influencing distribution policy are described here. The author also outlines the methods that are used in the practical part and there is a brief description of a company. In the practical part, an analysis of the current state of distribution policy in the selected company and external factors that influence the distribution policy of this company is carried out. External factors are analyzed using PESTLE analysis. A SWOT analysis is used here to identify strenghts and weaknesses, as well as opportunities and threats for the company. After analyzing the company’s distribution policy, the author comes up with his own proposals for the distribution policy, as well as proposals and recommendations for improving distribution logistics activities.