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Product Category: Projects
Product Code: 00003548
No of Pages: 30
No of Chapters: 5
File Format: Microsoft Word
Price :
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TABLE OF
CONTENTS
Title Page
Certification i
Dedication ii
Acknowledgement iii
Table of Contents iv
Chapter One
1.1 Introduction 1
1.2 Aims and Objectives of the Study 3
1.3 Rational of the Study 4
1.4 Scope and Limitation of Research 5
1.5 The Historical Background of the Subject Matter 6
1.6 Limitation of the Study 8
1.7 Definition of the Key Terms 8
References 12
Chapter Two
2.0 Literature
Review 13
2.1 Introduction
13
2.2
2.3 Type of
Channel 15
2.4 Form of
Direct Channel of Distribution 15
2.5 Indirect
Channel of Distribution 16
2.6 Typical
Channel of Distribution for Industrial Goods 18
Chapter Three
3.1 Summary
of Finding 25
3.2 Conclusion
26
3.3 Recommendation
27
Bibliography
29
References
CHAPTER ONE
1.0 INTRODUCTION
The type distribution policy exercised differs from
one organisation to another, depending on the type of goods and services
produced in such business organisation. In considering the importance of
distribution policy on organizational profitability, volume of business
organisation either positively or negatively.
Before an organisation settles for the type of
distribution policy to be used, two things has to be considered, knowledge of
various marketing channels available is one thing, developing a sound system is
another thing. The effectiveness of an excellent marketing executive however in
his ability to select and obtain channels, which will minimize sales and costs.
In selecting marketing channels, one must understand
that, they are not rigid, rather they are dynamic. In essence the impact of
distribution policy on the organizational profitability of coca-cola is that it
helps to strengthen and make the organisations marketing conception in terms of
place and ability possible. However, when a wrong system of distribution is
being used by an organisation, such organisation is bound to fail but if the
right peg is being put into the right hole success is bound to be attained.
1.1 AIMS AND OBJECTIVES OF THE STUDY
The motive behind the study is to seek out and
explain what will be the impact of distribution policy on organizational
profitability of coca-cola.
The essence of choosing coca-cola is because of the
fact that most Nigerian manufacturers are producers of such consumer gods. The
study intends to seek the distribution policy that, they make use of in getting
the goods to the ultimate consumers or user and impact of such policy on the
profitability of the organisation and overall of achieving the target of any
marketing form, which is consumer satisfaction, whether the impact of these
stated focus are favourable, otherwise or has no impact at all.
The study would also look at various distribution
policies that are open to manufacturers, from which they can make their choice
depending on the market coverage, product characteristic of each and how each
of the earlier mentioned policies (intensive, selective and exclusive) can be
adopted for coca-cola. In order to be able to cover all aims and objective of
the study it would require an extensive research involving some of the
department or units in the Nigerian Bottling Company Plc, Agidingbi, Lagos, but
due to some constraints, just two departments would be made use of in this
research i.e. Sales/marketing and distribution department.
The organization was chosen due to the position it
occupies as one of the leading organisations, more so as market leader in its
sector (soft drink sector) hence much reference would be made to the company.
1.2 STATEMENT OF THE PROBLEM
The problem that this study meant to examine is that
of the distribution policy adopted by Nigerian Bottling Company. This effect,
affects the producer that they are not to exploit their potential customers not
reached while even the present consumers are not given the utmost satisfaction
they are supposed to enjoy from the product.
Meanwhile, distribution problem can also have chain
effect of leading the organisation to operate below full capacity interms of
manufacturing. This study wants to find out the actual problems and how well
they can be solved, and the advantages hope to gain soon when applying the
various distribution policies in distributing coca-cola and its impact on
organisational profitability of the product (coca-cola).
1.3 RATIONAL OF THE STUDY
A study of this nature, though for academics
purpose, it can also help to the producer in bringing out problems encountered
in distribution and how to overcome such problems. Also, it will analyse the
best way or method to maximize sales.
The study will also examine how a good distribution
policy can be of good and positive influence to the producers and how it will
help him (producer) in achieving his organisational goods and objectives, more
so, making the marketing concept realistic. This is because production is not
complete until products get to the ultimate consumer. The fact that adoption of
a distribution policy will help to produce (NBC) in improving its production
capacity, as we know that distribution problem with other problem is the cause
of under utilization of most product.
Moreover, the study will also examine briefly, the
role of public authorities (government) un alleviating and improving the
distribution of coca-cola, because of the fact that some of these problems
(external factors) are not what the producer can solve hence they requires the
help of the government to overcome them. For instance, the issue of good
infrastructural facilities like roads which will link up the producer to the
customer are much left to the public authority than for the private sector to
embark upon.
1.4 SCOPE AND LIMITATION OF RESEARCH
These are
problems encountered during the research of this particular topic.
·
Financial
problem – There is no enough money for example transport fare, going from one
place to another like NBC office i.e. the Nigerian Bottling Company.
·
Book constraint
– There are not enough books to consult in the library, even books conducted
contained not enough information needed.
·
The Nigerian
Bottling Company – The NBC staff does not disclose fully their activities like
their financial statement for the year ended for security purposes.
The criteria for choosing the best channel is very
important and it will be analysed because of the relationship that distribution
has on each of the distribution policies and the roles that channels in making
the product get to it’s final consumer.
The research will make report on the activities of
distribution in Nigeria Bottling Company Plc. And how this policy is affecting
eh sales of coca-cola whether it is effective or not.
1.5 THE
HISTORICAL BACKGROUND OF THE SUBJECT MATTER
The history of Nigerian Bottling Company is almost
as old as
There is a young man called A. G. Leventis that
arrived at
The development led to such establishment in
This focus led to greater improvement in the
companies operation with the country that is
In 1952, NBC was incorporated and this could be said
to be the beginning of the company’s life circle. The first NBC plant was
commissioned in 1953. This was situated at the basement of the company. The
Ooze size of coca-cola bottle was introduced into market in 1955.
The major landmark history of the company includes:
after initiating the bottling operation at Oyingbo, the first plant to be
opened was that of Apapa. This was followed by another landmark in the
company’s history in which change volumes cases surpassed one million naira
(1,000,000.00). In 1961 with this increase in sales they had money to diversify
from one brand to the other. Such flavours like sprite, grape, fanta curgerale
and fanta tonic were introduced in 1961. This diversification led to further
increase in sales volume and also made the company a major competition in the
market.
An expansion was realized in the company’s operation
due to this success. For example, with the increase in sales experience in
1961. The
·
The plant at
·
The plant at Jos
in 1972
·
The plant at
·
The plant at
Ikeja in 1978
·
The plant at
1.7 LIMITATION OF THE STUDY
It is generally accepted that there is nothing in
this world without it’s limitation, it also applied to this project.
Financial Problem:
The cost of conducting and carrying out the research
is much at times so these discourage and give many student problems in writing
their project especially when not financially buoyant.
Book Constraint
There are not enough textbooks that could be
consulted. Those available for consultation does not contain enough required
information.
1.8 DEFINITION OF THE KEY TERMS
·
DISTRIBUTION:
This task is ensuring that goods and services produced by the organization are
taken from place of purchase to the point of distribution or consumption as
efficient and economical possible.
·
CHANNEL:
A channel includes the producer and final consumer of the product and all
agents or the appointed distributor.
·
DISTRIBUTION POLICY: This is the policy that determine the number of
middlemen handling the product and services and it is adopted by the
manufacturer to serve as guide for their choice of distribution channel.
·
SALES VOLUME:
This is the total sales figure of goods and services over a period of time.
·
SALES REPRESENTATIVE: They are the link between the organization and the
company.
·
DIRECT CHANNEL:
This is the situation whereby manufacturers on producers were directly to
consumer.
·
INDIRECT CHANNEL:
This involve the participation of two or more intermediaries between the
producer and consumer.
·
PRODUCT:
Product is anything that can be offered for the attention, acquisition or use
or consumption etc.
·
DATA DISTRIBUTION SYSTEM: This is the combination of both direct and indirect
channels of distribution. It involves the use of more than one channel to cover
the desired market for a product.
·
CONSUMER BEHAVIOUR: These are the actions, activities displayed by
consumer in searching for purchasing using evaluating and disposing of goods
and services that are expected to satisfy their needs.
·
WHOLESALER:
This is the person that buy direct from the manufacturers, store the goods and
later resell to the public at a profit.
· BUSINESS: This is a social activity that involves creation and distribution of goods and services for private profit.
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