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DISTRIBUTION OF BREAD
ABSTRACT
The modern
managers need problem identification and adequate information in these complex
conditions of business in order to stay in the market and also to make viable
decisions. These information are mostly gathered from effective and efficient
research project and it is in these that the decisions are based.
In other
words, this project research is aimed at giving such vital information that will
aid the management of Macons bread to know their distribution effectiveness and
factors influencing their distribution effectiveness.
The
researcher made use of primary and secondary data. Primary data used include
interviews and observation, the researcher specifically interviewed the
managing director, production manger, and the sales man. While secondary data is on library sources as
tools for gathering the data.
It is found out from the study, that the macons
bread or the company are making use of delivery van to distribute their product
to some places. The distributions are
not supervised and communication facilities are poor, due to the poor
transportation.
Major
recommendation include government repair of roads to improve transport system
of establishment supervision and distribution by the company sales man.
The company
should arrange for training, for itself and public relation manager would
improve the promotion on their product.
CHAPTER ONE
1.0 INTRODUCTION
1.1 Background of
the Study
The process
by which goods were from the producer or area of abundance to the consumer or
region of need or scarcity is known as Distribution.
The
identification and production of consumers needs and wants is not complete
without the practise of marketing concepts, if the product did not reach the
consumer at the time, place, quantity and at the right price.
Therefore,
for an effective and efficient marketing operation the goods must be made
available at the most convenient place for the consumers to easily obtain the
goods/ products thirst is distribution.
Most at
times, the channels and patterns of distribution is determined by
producers. A firms financial capability
determines either for the firm to carryout a direct channel of distribution
when such firm sells its product to the consumer on the other hand the firm is
not solidly funded or a matter of marketing effectiveness cam move its product
consumer through distribution specialist known as middlemen. The middlemen
comprise agents. wholesalers, brokers and Retailers. The number of length of distribution channel
open as on the nature of the product.
Industrial goods and durable
consumerable goods can be a longer process of distribution from the
manufacturer to an agent to the wholesalers, who sell is small quantities to the retailers who
then sell to the ultimate consumers.
On the other
side I hand non durable goods can take zero channel or one channel of
distribution. Our subjects happens to
fall in this category of goods because of its nature.
Bread is
produced by mixing grounded cereal i.e. (Flour) granulated sugar, yeast,
butter, water and carbon (IV) oxide and heated in oven to dry the moisture and
rise due to the presence of carbon (IV) oxide.
This combination makes bread very vulnerable to decay when it comes in
contact with water or shut out of air. For this chemical nature of the product
it takes a short channel of distribution in most cases in channel from the
producer to retailers who sell in units to the consumers.
In Enugu
Metropolis there are not less than twenty (20) bakery firm or industries. Notably among them are Macons International
Ltd. (Makers of Macons Bread) located at
(58 Ibadan street federal low cost, Housing Trans-Ekulu, Dax International
(Bakery) Producer of Amechi Bread) 114 Agbani Road Enugu, Macons Bakery
Enterprises, maker of Macons Bread, behind NNPC Depot Emene, Metro Bakery, No
10 Obiagu Road Ogui New lay Out and
Croisant Technical Nigeria Ltd of Dens
Cook Foods located at No 2 Agbani Road Enugu.
Of all the
bakeries Macons Bread was chosen as my case study due to its large market share
and sophisticated organizational structure.
THE ORGANIZATIONAL CHART OF MACONS BREAD
1.2 Statement
of Distribution Problems
1. Macons Bread
are not available to most consumers because major retail outlet usually had no
stock.
2. Macons Bread
are not conveniently procured because they are not easily found.
3. Macons Bread
has poor transportation of their Product due to bad roads.
4. Macons Bread
has insufficient of delivery van in order to reach many destination in Enugu.
5 Macons Bread
should arrange for training for itself so that public relations manager would
improve the promotion of their product.
6. Macons Bread
have to qualified drivers.
1.3 Objective
of the Study
Distribution plays important role in marketing activities
therefore an effective and efficient distribution it enhances the satisfaction
of the consumers.
Furthermore the distribution functions vary from firm to
another defending on the type of product, therefore the market and the
awareness stage of the consumers.
To this extents this research work is therefore a product.
i. To investigate the best channel of
distribution of a product.
ii. To
determine distribution made to adapt for convenient purchase of Macons Bread
iii.
Identifying distribution problems confronting distribution in
general and Macons Bread in particular.
iv. And
preferring solution to solve distribution problem militating against Macons
Bread.
1.4 Significance
of the Study
i. The Bread
Industries
ii. Nigerian economy
1.5 Scope of
Limitation of the Study
In anything in human endeavour we expect some
bottleneck along the lines, likewise this study. To reduce complexity problems involved in
this nature of research the study
reviewed to a particular firms and their distribution systems in the entire
nation wide environment.
Therefore,
this study is strictly limited to Macons Bread and its distribution system in
Enugu Metropolis.
The firm was
chosen due to its position in the mind of consumers and its large market share.
Limitation of the Study
1. Finance:-
This researcher being student would not affect as much as to enable us to meet
up with the financial requirement such as travelling to various places for
materials since the researcher were spending of their meagre pocket money.
2. Time
Factor:- The researcher could not carryout an idnepth study of the topic due to
time constraint, we had to attend lectures and meet up with other academic
requirements.
3. Late
Return of Questionnaires:- Most reports had lukewarm attitude towards
responding to questionnaires and also causes of late return of questionnaires
constitutes some constraints.
4. Pressure
of Course Work:- The pressure of course work limits the area of coverage by the
researcher. I attend to lectures,
prepare assignments and reach quizzes, examinations and also carrying out the
research.
5.
Non-Availability or Relevant Materials:-
Some of the relevant materials and information which would have helped
the quantity or the research were not available to the researcher due to
unwillingness or the respondents to supply certain information to the
researcher.
1.6 Definition of
Terms
NNPC: Nigeria National Petroleum Corporation
LTD: Limited
MD; Managing
Director
MO: Marketing
Operation
DCG: Durable
Consumable Goods
BAKER: This is a place where bread baked for sale.
METROOLIS: Chief region of a city or country.
LMS: Large Market
Share.
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