تسيير قنوات التسويق لمنتجات تربية المائيات

Abstract

This study aims to analyze the distribution policy within RCKH FISH, a company specializing in marine fish farming. We adopted a qualitative approach to study the case of RCKH FISH by conducting an interview with the company's manager to collect direct information in order to address the research question. We found that the company implements an intensive distribution strategy to cover the entire fish market of the Tlemcen province and to meet consumer needs. RCKH FISH has chosen direct and short marketing channels to distribute and promote its products more quickly, given the nature and specificity of the company's products, which are characterized by a short shelf life and high perishability.