DISTRIBUTION OF BREAD IN ENUGU METROPOLIS PROBLEMS AND PROSPECTS
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.
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.