Evaluation of Strategies Used in the Distribution of Bread
Chapter One
THE OBJECTIVE OF THE STUDY
The main choice or arm of the researcher in this objective of study is to investigate and research on the need for the evaluation of strategies used in the distribution of bread in Owerri urban with a survey of trips food bread and vego bread industries, the objectives of this study is stated below:
- To determine if the evaluation of the strategies used in the distribution of bread in Owerri urban can help to increase distribution and sales.
- To examine how the need for evolution of strategies used in the distribution of bread is applied in trips food bread and vego bread industries
- To ascertain the effect of such application on the bread industries in general and the distribution department in particular.
- To determine if strategies distribution method can enhance, industries competitive ability
- To determine if strategies distribution system can help to maximize profit
- To establish whether the need for the evaluation of the strategies used in the distribution of bread in Owerri urban is relevant in furthering the course of supply and delivery.
CHAPTER TWO
LITERATURE REVIEW
Conceptual Review
Distribution
Distribution is the process of making a product or service available for use or consumption by a consumer or business user, using direct means, or using indirect means with intermediaries. Or are the movement of goods and services from the source through a distribution channel, right up to the final customer, consumer or user, and the movement of payment in the opposite direction, right up to the original producer or supplier. An order or pattern formed by the tendency of a sufficiently large number of observations to group themselves around a central value (Wren, 2007). The familiar bell-shaped curve is an example of nominal distribution in which the largest numbers of observations are distributed in the centre, with progressively fewer observations falling evenly on the either side of the centre (average) line. See also frequency distribution, nominal distribution, and standard distribution (Wren, 2007).
Channel
The channel function concept has already been extensively discussed by academics (Rangan et al., 1992). The basic idea was that channel functions could be allocated in different combination among various channel actors depending on the characteristics of the channel (Wren, 2007). Channel functions are categories of activities and services that add value to physical goods as they move from manufacturers to customers (Atwong and Rosenbloom. 1995).
Distribution Channel
Coughlan et al., (2006) defined a distribution channel as a set of independent organizations involved in the process of making a product or service available for use or consumption. The ultimate goal of a distribution channel is to bridge the gap between producers and consumers by adding value to products or services (Kim and Frazier, 1996). Typically, manufacturers, intermediaries (wholesaler, retailer, specialized) and end users are perceived as the key actors of distribution channel (Coughlan et al., 2006). Based on these definitions, it is not easy to determine where the distribution channel actually starts, since there might be multiple producers involved in manufacturing the final products at different levels. Some of these producers are close to the end at which raw material is supplied, while others are closer to the end that deals with final buyers or users.
Indirect Distribution Channel
The indirect channel is used by companies who do not sell their goods directly to consumers. Suppliers and manufacturers typically use indirect channels because they exist early in the supply chain (Aaker, 2001). Depending on the industry and product, direct distribution channels have become more prevalent because of the Internet. Distributors, wholesalers and retailers are the primary indirect channels a company may use when selling its products in the marketplace. Companies choose the indirect channel best suited for their product to obtain the best market share; it also allows them to focus on producing their goods (Aaker, 2001).
CHAPTER THREE
RESEARCH METHODOLOGY
Introduction
Methodology covers the type of data used, the sources of data, data gathering techniques, population and sample of study, sampling techniques and data analysis. The chapter begins with a discussion of the research design; this is followed by a discussion of population and sample size and the sampling technique used. Data sources and methods of data collection are also discussed.
Research Design
According to Kothari (2009), research design constitutes the blue print for the collection, measurement and analysis of data. Research design is “the arrangement of conditions for collecting and analysing data in a manner that aims at combining relevance to the research purpose with economy in procedure (Kothari, 2009). Orodho (2003) defined research design as the scheme, outline or plan that is used to generate answers to research problems. The research strategy that used for the study is descriptive case study.
Study Population
A study population is a group of elements or individuals as the case may be, who share similar characteristics. These similar features can include location, gender, age, sex or specific interest. The emphasis on study population is that it constitute of individuals or elements that are homogeneous in description (Udoyen, 2019). The present study, the target population from which the researcher draw conclusion comprised of Vego bread industry Distributors, both sales personnel ’customers (end users) were included in another side. The population upon the preliminary visit to some distributors in Vego bread industry Plant is about 50 people.
CHAPTER FOUR
DATA ANALYSIS & PRESENTATION
Introduction
This chapter presents the analysis of data collected from the field of study. The responses are illustrated in descriptive statistics, graphs, correlation and frequencies. It covers the demographic data of the respondents and various research question tested in the study.
CHAPTER FIVE
SUMMARY OF FINDING, CONCLUSIONS AND RECOMMENDATIONS
Summary of Findings
The general objective of this study is to evaluate the strategies used in the distribution of bread. It was found that, the relationship between the Vego bread industry Distributors and their customers is good. The study revealed that, most of the personnel’s working at the firm have acquired their SSCE and yet to endeavour in their HND/Degree programmes. The study also revealed that, distribution channel and wholesale products, distributors requirements performance and good relationship management.
Conclusion of the study
In reference to the research objectives set, the researcher concludes that channel of distribution plays a positive role. Distribution Channel plays a very important role especially with respect to the food and beverage industry because if the product is not available on time consumes will switch on to other brands and the company will lose its market share and hence an effective distribution channel is the need of this industry. The distribution channel of Vego bread industry Distributors is effective and the Organisation enjoys high agreement from respondent in areas of benefits like easing processes, increasing the supply chain awareness, reducing total costs on distribution of products.
In this finding calls for Vego bread industry Distributors to further improve employees distribution knowledge on product features and benefits, brand meaning, value propositions, customer and competitor characteristics, marketing best practices, and personal selling and encourage employees to process and integrate such knowledge to enhance their capabilities. Again, relationship building will be vital in the attempt to ensure that transfer and integration of knowledge among channel members works effectively.
In industries where products tend to be undifferentiated and intensely distributed, products are non-complex along with homogeneous markets and significant end-customer expertise, product lines are extensive, and firm financial performance is constrained, knowledge sharing on physical distribution functions among channel members should pre-dominate, leading to high importance of physical distribution functions within channel management. Wholesale distributors expect improved and high physical distribution functions with channel management to improve creation of competitive advantage.
Recommendations of the study
Below are practical recommendations that will yield substantial results in boosting the role played by distribution channel.
- Distributors should seek to adopt the most appropriate model that will aid them to achieve its objectives and reduce operational costs. Distribution channel should be geared at strengthening relationships between them and their customers.
- Adoption and usage of information system adoption that will enhance data analysis accrue from distribution channel should be implemented. That is, the distributors should be in position to continuously weigh the benefits that accrue from application of distribution channel to ensure periodic redesign and improvement customers’ satisfaction and Organisational performance.
- Distributors should ensure strict adherence to their policies and guideline regarding the application distribution channel. That is the responsible persons should execute their duties in accordance with their policies to ensure performance.
Distributors should ensure aggressive marketing, regular visit to distributors, sales promotion and advertising to be made more frequent for brand building communications should be improved.
Reference
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