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Strategic Role of Distribution as a Source of Competitive Advantage in Fast-Moving Consumer Goods in Kenya
| Content Provider | Semantic Scholar |
|---|---|
| Author | Mwanza, Pius Ingari, Boaz Ken |
| Copyright Year | 2015 |
| Abstract | Developing successful strategy in distribution in today's fierce competitive environment is a complex undertaking. The general objective of the study is to establish the strategic role of distribution as a source of competitive advantage by fastmoving consumer goods firm in kenya. Specifically, the study addressed the following objectives:To establish the extent to which indirect distribution adopted by Fast-Moving Consumer Goods in Kenya can be source of competitive advantage.To establish the extent to which direct distribution adopted by FastMoving Consumer Goods in Kenya can be source of competitive advantage and To establish the extent to which Intense distribution adopted by Fast-Moving Consumer Goods in Kenya can be source of competitive advantage. This research adopted a descriptive research design. The researcher used a questionnaire as the primary data collection instrument. A pilot test was conducted to detect weakness in design and instrumentation and to provide proxy data for selection of a probability sample. The findings indicate that 85.7% of the responses were of the opinion that the strategies used ensured availability of the products to the intended customers while 14.3% were of the opinion that the strategies used did not ensure availability of the products to the intended customers. The study findings revealed that most of the respondents were of the opinion that Intensive distribution ensures customer convenience products as a source of competitive advantage. As regards the extent to which intensive distribution affected competitive advantage; majority were of the opinion of moderate. The findings revealed that most of the respondents were of the opinion that the organization moderately learned rapidly and adjust their distribution strategy in order to achieve competitive advantageThe study concluded that the company used most direct distribution strategy than indirect and intensive distribution strategies. This could be because of its advantages such as customers appreciate the opportunity to give profits directly to producers and artists. The usage of direct distribution strategy by the organization has resulted in gaining competitive by the company. The study recommended that the company should ensure direct distribution as a source of competitive advantage in that direct distribution channel cannot compete with the geographical reach and business volume of the distribution channel that includes major wholesalers and retailers. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://www.ijsrp.org/research-paper-1015/ijsrp-p4678.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
