SEGMENTATION WITHIN A CAR OIL DISTRIBUTION CHAIN IN THE CZECH REPUBLIC FROM THE POINT OF VIEW OF THE REQUIRED LEVEL OF MUTUAL COOPERATION BETWEEN DISTRIBUTION CHAIN LINKS

Abstract

The problems of segmentation are usually discussed particularly in relation to consumer markets. This paper focuses on the specifics of segmentation of B2B markets, and it demonstrates the significance of this segmentation for development of mutual relationships within distribution chains. The paper presents and evaluates the outcomes of a primary survey conducted within a car oil distribution chain in the Czech Republic. The survey aimed to identify the requirements imposed by garages as an important link of the car oil distribution chain on the forms and level of mutual cooperation with car oil manufacturers when serving the customers. The given research enabled subsequent segmentation of the garages on the basis of the requirements specified by them. It identified 3 segments with different requirements concerning cooperation with car oil manufacturers. The identified segments represent specific groups of market elements with different thirst for mutual interconnection within a distribution chain. Although the research was performed within the Czech Republic only, it is possible to state that we would probably encounter similar segments within a car oil distribution chain in other countries, too. Therefore, the paper provides a significant insight into the given problems and represents a proposal how to control car oil distribution channels effectively.