THE EFFECTIVENESS OF CHANNEL OF DISTRIBUTION IN THE SOFT DRINK INDUSTRIES

THE EFFECTIVENESS OF CHANNEL OF DISTRIBUTION IN THE SOFT DRINK INDUSTRIES

(A STUDY OF NIGERIA BOTTLING COMPANY PLC)

ABSTRACT

The study investigated the Impact of Channel Distribution Strategy on Organizational Performance. Specifically, it examined whether intensive distribution strategy helps an organization to gain a sustainable competitive advantage, increased sales and profitability.

The study employed primary data collected from 30 employees of Nigeria Bottling Company Plc in Lagos state. The primary data used for the study were collected through questionnaire administered to the respondents. The study employed descriptive statistics and Pearson product moment coefficient of correlation. Pearson product moment coefficient of correlation method and t-test were also employed to analyze the relationship between intensive distribution, sustainable competitive advantage, increased sales and profitability.

The study recommends that the management of the Nigeria bottling company should be aware that distribution via stockless platform is more complex solution for physical distribution improvement than direct delivery.

TABLE OF CONTENTS

Title Page                                                                                 i        

Certification                                                                                      ii

Dedication                                                                               iii

Acknowledgement                                                                    iv

Abstract                                                                                   v

Table of Contents                                                                     vi

CHAPTER ONE

INTRODUCTION                    

1.1     Background of Study                                                     1

1.2     Statement of Problem                                                     3

1.3     Purpose of Study                                                            4

1.4     Research Questions                                                       5

1.5     Research Hypothesis                                                      6

1.6     Limitations of Study                                                      6

1.7     Scope of Study                                                               6

1.8     Significance of Study                                                     7

1.9     Definition of Terms                                                        8

          References                                                                      10

CHAPTER TWO

LITERATURE REVIEW                                                                   

2.1     Introduction                                                                   11

2.2     Distribution Channels                                                   15

2.3     Reasons and Functions of Distribution Channels                    16

2.4     Channel Levels                                                               17

2.5     Channel Design Decision                                               20

2.6     Objectives and Constraints of Distribution                    23

Channels   

2.7     Types of Intermediaries                                                  24

2.8     Managing the Marketing Channel                                 25

2.9     Channel Conflicts                                                          27

2.10   Impact of Channel Conflict                                            28

2.11   Managing Conflicts in Distribution Channels                31

          References                                                                      34

CHAPTER THREE

RESEARCH METHODOLOGY                                                         

3.0     Introduction                                                                   35

3.1     Research Design                                                            35

3.2     Population Study                                                           35

3.3     Data Collection Method                                                  36

3.4     Sampling Technique                                                      36

3.5     Method of Data Analysis                                                          36

3.6     Scope and Limitation of the Study                                 38

          References                                                                      39

CHAPTER FOUR

PRESENTATION AND DATA ANALYSIS                               

4.0     Introduction                                                                   40

4.1     Presentation of Data                                                       40

4.2     Test of Hypothesis                                                                   49

          References                                                                      51

CHAPTER FIVE

SUMMARY OF FINDINGS. RECOMMENDATIONS, CONCLUSIONS AND SUGGESTIONS FOR FURTHER RESEARCH

5.0     Introduction                                                                   52

5.1     Summary of Findings                                                    52

5.2     Recommendation                                                           53

5.3     Conclusion                                                                     56

5.4     Suggestions for Further Research                                  57

          Bibliography