Analysis Of Distribution Strategies In Nigeria, A Case Study Of International Equitable Association

Description

ABSTRACT

This research work is meant to promote the analysis of distribution strategies in Nigeria, A case study of International equitable association, the company started with initial capacity of 100 cartons of bar soap per day, it was discovered that International equitable association faced some problems when trying to distribute their product and service. Like factors that influence the choice of distribution strategy, transportation, communication. The exploratory and descriptive research methodology was displayed. This involves questionnaire administration, personal interview observation and analysis was carried using simple percentage, also Chi-square (x) ² techniques was heed.

 TABLE OF CONTENTS

 TITLE PAGE

APPROVAL PAGE

DEDICATION

ACKNOWELDGEMENT

ABSTRACT

TABLE OF CONTENT

CHAPTER ONE

• INTRODUCTION

1.1   HISTORICAL/BACKGROUND OF INTERNATIONAL, EQUITABLE ASSOCIATION IEA

1.2 STATEMENT OF THE PROBLEM

1.3 OBJECTIVE OF THE STUDY

1.4  SIGNIFICANCE OF THE STUDY

1.5    RESEARCH QUESTIONS

1.6    RESEARCH HYPOTHESIS

1.7   SCOPE OF THE STUDY

1.8 DEFINITION OF TERMS

CHAPTER TWO

2.1    LITERATURE REVIEW

2.2    REVIEW OF EMPIRICAL LITERATURE

2.3    THEORETICAL UNDERPINNINGS AND VARIABLE LINKAGES

2.4     PERFORMANCE OF DOMESTIC DEBT IN NIGERIA

2.5     INVESTOR BASE

CHAPTER THREE

3.1         THE METHODOLOGY OF THE STUDY

CHAPTER FOUR

4.1   RESULT ANALYSIS

4.2    DATA ANALYSIS AND INTERPRETATION

 CHAPTER FIVE

5.1    CONCLUSION

5.2   REFERENCES

CHAPTER ONE

• INTRODUCTION/BACKGROUND OF THE STUDY

The characteristic of today’s competition environment such as the speed with which products are designed manufactured and distributed, as well as the need for higher efficiency and lower operational cost are facing companies to continuously search for ways to improve their operations in a bid to cope with market instability and be more responsive to the customer needs, several companies have adopt various forms of product distribution channels. Corsjens & Doyle (1979) posited that where as some firm have adopted multiple product distribution approaches, they have remained on the single channel product distribution. Coelho (2003) Indicated that a recent trend in product distribution is for manufacturing firm to increasingly adopt to multiple channel distribution for a company with a product to sell, how to make that product available to intended customers  can be crucial a strategic issue as developing product  itself. Stanley (2012) has it that distribution is all about getting your product and services  to the right place at right time with special consideration for profit and effectiveness successful marketing does not end when a business has develop a product/services, and has found its appropriate target audience with view of selling it at the right place.

The next issue that need to be faced is how manufacturers are going to distribute and sell these product and services to the customers, it may have been bought though a distribution channel  ( wholesalers and retailers) the study shall also be considering the importance for the adoption of multi-channel distribution by firms as a distribution strategy.

Multi-channel product distribution shall for these studies refer to situation where one top of the traditional intermediaries the manufacturer deliberately employ other distribution strategies in order to have more market control.

According to Coelho (2013) multi-channel distribution is associated with higher sales performance, and lower channel profitability.

For instance, firms have to bear with long term nature of the approach in term of having to endure to heavy investments in term of the various distribution point sites which are not easily re-deployed and their respective human resource requirement.

Despite the factor multi-channel product distribution approach has been devoted with diverse short comings including the difficult, in term of management to the firm manager, customer’s resentment and confusion arising from the product reaching the market a different price and conflict among the distribution channels as  a result of competing for the same customer.

Distribution is basically about movement of supplies, and raw materials to the producer as well as producer to customer.

In marketing language, distribution takes place though channels involving manufacturers, wholesalers, retailers and to representative. Overall distribution makes it possible for the business to reach their markets at reasonable cost

• HISTORICAL/BACKGROUND OF INTERNATIONAL, EQUITABLE ASSOCIATION IEA

According to history on 25^th February 1952 a man called Panos Basil Nicholas a great industrialist, established a soap and detergent  manufacturing industry known and called international equitable association (IEA) limited. The company started with initial staff strength of 20 workers and production capacity of 100 carton of bar soap par day. The company produce Green Truch bar elite, Mr. might soap and detergent, palm olive soap, Apollo detergent. Ajax cleansing and Axion etc. the company is a public liability company who won many awards since its inception, the factory and headquarters of the company is located at No.1 Nicholas Avenue, Brass junction Umuugasi Abia State.

• STATEMENT OF THE PROBLEM

This section of the study will review the problem that motivated this research work, they are as follows:-

1)    The problem of security of product due to inefficiency, distribution channel of manufacturing companies

1. ii) Another is that of poor infrastructure limiting the effectiveness of the distribution of the product such infrastructure as good road networks and communication network.

iii) Another problem that motivated this research is the IV – representation of the side of middleman, wholesalers, and retailers inability to effectively stock and sale some products that are of high demand.

1.3OBJECTIVE OF THE STUDY

This   research was carried out with the aims of reviewing the various distributions, strategies open to the manufactures. The objectives of the study are summarized as follows.

(i)To determine the distribution strategies adopted by firms.

(ii)To identify the problem faced by firms in their distribution process.

(iii)To find solution to the distribution problem faced by manufacturing firms especially (IEA).

(iv)To review the various distribution strategies to be adopted by manufacturing firms.

1.4 SIGNIFICANCE OF THE STUDY

This study will be of great benefit to the company hinder review (IEA) because will this study they will review their distribution activities to known if they are really meeting up the demand of their customers and also if they are attaining their strategic objectives.

This research finding will also benefit other manufacturing firms and non-manufacturing firm. Finally this research will serves as reference guide to scholars and research’s who will be interested in carrying out research on this topic or related topics.

1.5 RESEARCH QUESTIONS

This researcher utilized this section to constructs, question that will guide the respondents in providing sound information for this study, the questions are as follows

(I) what are the distribution strategies adopted by your firm?

(ii)Are there any problems of distribution strategy in your firm?

(iii)What are the factors that influence the choice of distribution strategy?

(iv)What modes of transportation do your use in distributing your products?

(v)Do both manufacturing and non-manufacturing firms use the same distribution strategy?

1.6 RESEARCH HYPOTHESIS

In this cause of carrying out this research work the researcher constructed some statement of assumption that will test to validate or de-validate this study.

The hypothesis is of two types, the null hypothesis (HO) and the alternative hypothesis (HI) the hypothesis are as follows-

HO: There are significant problems in distribution strategy, in the firm.

HI: There are no significant problems in distribution, strategy in the firm.

HO: There is no significant mode of transportation, used in product distribution.

HI: There is no significant mode of transportation, used in product distribution.

1.7 SCOPE OF THE STUDY

This study is restricted to the management of international equitable association (IEA) and their marketing department.

1.8 DEFINITION OF TERMS

This section will explain some technical terms used in this study:

(i)Marketing: Are those business activities that direct the flow of goods and services from the manufactures, to the consumer. Marketing is the process and logistics involved in ascertaining the consumer’s needs, producing and supplying them the needed product at the appropriate time at affordable prices.

(ii)Marketing Channels: This is the system, that organization use to get their row materials, from the extractive point to the manufacturing or processing point and down to the consumer who needs it to satisfy human want or more.

(iii)Logistic: This involves all the receipts and expenses, incurred in the process of moving the product down to the consumer.

(iv)Industry: This is a collection of firms that are engaged in the production of the same product or goods.

(v)Product: This is anything that can be offered the market for attention, acquisition, use of consumption that might satisfy a want or need including physical object services, personalities, places, organization and ideas.

(vi)Strategy: This involved the technique and tactics- firm or person uses to actualize, its stated objectives

(vii)Transportation: This is a system of movement of goods and services from one place to another where the consumers need them for consumption. It can be done by road, rail, and air or by sea.

(viii)Multi-Channel of distribution

This is a situation where by the organization uses more than one channel, in distributing, their products and services.
CHAPTER TWO

2.0LITERATURE REVIEW

INTRODUCTION

Anyawu (2000) views that channel of distribution represent the various operations activities and routes association with producer to consumers. This definition holistically captures all numbers in the end users this definition also incorporate the various channel activities carried out by the other institution such as marketing logistic flow, transition, transportation and information flow,that make available sufficient findings and realize economics of scale seals and transportation in distribution channel.

Physical distribution according to cundiff (2000) is concerned with the actual movement and storage of products after their production and before their consumption. It involves transportation handling and storage of the goods. However, physical distribution is concerned with the efficient movement of raw materials from suppliers to the customers. In today’s economy, manufacturers do not sell their products direction to the final consumers…