Increase of retail competition and its impact in the industry

Abstract

For a long time, the industries were stronger than retailers,  due  to  its strong  brands  and  multinational  range, while  retailers  were small national companies. A research made with ten executives from the industries showed that in recent years this situation has changed. Pressured for the retailers, now stronger, the industries are having fall in its results.  In order to improve this situation, industries reviewed the marketing mix, customizing it to retailers needs. Products and prices were developed for each channel and trade marketing investments increased its values. Organizational structure was adapted to this approach, and industries implemented trade marketing.