ASSESSMENT OF THE STRATEGIES USED IN BOTTLING/MANUFACTURING INDUSTRY
1.1 BACKGROUND OF THE STUDY
An assessment of the strategies used in bottling/manufacturing industry (a case study of Nigeria bottling manufacturing company) in owerri urban with particular reference to coca-cola production. The consumption of coca-cola product cannot be over emphasized in Nigeria and also in most countries of the world as a multi-national company. Frankly speaking and in the interest of mankind. The image of soft drinks manufacturing in the country today has been nothing to be proud of. Their distribution system has been mostly chiastic marketing has this divergent processes; the first process deals with production of goods and the second process deals with physical distribution of the goods. Experience has shown that knowing the increased competition for consumer, most entrepreneurs and industries as well as their time marketing executive have devoted bulk of their time note only in the search for stimulation function in mind, their attention was focused on developing what would keep demand high and growing.
They have however, viewed logistics of getting goods to the buyers as a supportive and subsidiary activities since users of the product are prepared to spend their time and money in search for the product invariably the producers has to ensure that the product are actually available to the distribution outlets, in other wards there is need for proper management of the product from the manufacturer to the ultimate users.
Producers of mineral drinks should endeavor to discover that the users of their products are scattered all over the country. In this vein they should decide ways of moving their products to the end users the right time, right quantity and at the right place the firms decision on the distribution of its products directly. Through their own sales outlets or directly through intermediaries such as whole sellers and retailers is not enough to yet the products to the final users. The firm should also ensure that adequate cares of the product are taken to minimize losses or damages. Through the efficient planning and coordination of physical distribution activities which will make goods available at the right time, right quantity and that the right place and also help the firm to achieve their commercial goals and objectives.
Besides, the attainment of these goals and objectives falls into the realm of the assessment of strategies in the distribution system. An effective customer is nothing without physical distribution system according to management expert Peter Druker; he defined physical distribution as a management function which involves the efficiency movement of raw materials in process inventory and finished goods from source to the point of end use customers attractions and satisfaction are highly influenced by sellers physical distribution. Capacity, as such the issue of physical distribution is very crucial in business.
Because of the need of physical distribution in business many authors gave definitions and meaning according to their own understanding about it. According to American management association Inc. (1960:7) defined physical distribution as movement of finished products from the end of production line to the ultimate users. According to Kolter and Amstrony (2004; 419) physical distribution is defined as “the planning, implementing and controlling the physical flow of raw material, final goods, services and related information from point of origin to point of consumption to meet customers requirement at a profit physical distribution consists of all the activities concerned with moving the right amount of right product to the right place at the right time (Udoh 2006:8)