KEY DIFFERENCES IN THE FORMATION OF FOOD PRODUCTS SALES STRATEGY BY WHOLESALE TRADE ENTERPRISES OF DIFFERENT ORGANIZATIONAL FORMS
Abstract
This research investigates the distinctive characteristics of food product sales strategy formation by wholesale trade enterprises across various organizational forms. The study provides a comprehensive analysis of the operational specifics of trading and sales enterprises, distributors, warehouse stores, wholesale enterprises, and dealers, with particular emphasis on the completeness of customer service cycles and their impact on strategic decision-making processes. The research identifies fundamental differences in strategic approaches across major food product categories including perishable goods (dairy, meat, fish, vegetables, fruits), medium shelf-life products (bread, confectionery, canned goods), long shelf-life products (grains, flour, oil, sugar), alcoholic beverages, organic and eco-products, frozen foods, imported goods, and private label products. Each category requires specialized handling, storage conditions, and sales methodologies that significantly influence strategic planning. A critical finding demonstrates that sales strategy effectiveness directly correlates with the alignment between chosen strategic approaches, organizational enterprise forms, and specific product category requirements. Full-service cycle enterprises, represented by trading-sales companies and distributors, excel in developing comprehensive long-term partnerships and providing integrated service solutions, including logistics management, marketing support, quality control, and post-sale services. Conversely, limited-service cycle enterprises, including warehouse stores, wholesale companies, and dealers, achieve competitive advantages through specialized focus, operational process optimization, cost minimization strategies, and enhanced flexibility in market adaptation. The study reveals that successful food product sale requires careful consideration of regulatory compliance, temperature control requirements, inventory rotation efficiency, and sanitary standards maintenance across all organizational forms of wholesale trade enterprises.
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