PHYSICAL DISTRIBUTION MANAGEMENT IN BREWERIES
(A STUDY OF NIGERIA BREWERIES PLC ENUGU)
1.1 BACKGROUND OF THE STUDY
A product has defined by the American marketing association as any things can be differed to a market for attention acquisition or consumption including physical objects, service, personalities organization and desires.
A product as defined station a product as defined of tangible a d intangible attributes that leads to customer satisfaction product planning embraces all the activities that enable a company to determine what product Management deals with all those who have supervisory responsibility readging from the chief executive down to the first line supervisor in the case, management is regarded to as box, that is those who direct the work of others and their own through their own offers and effort of others of thus, product planning and management coaprises all the activities that enables a company to determine what it will market of product so as to satisfy customers want and need respectively.
This involve the process of effectively planning and regulating the operations of that part of enterpresie which is responsible of that part of enterprises which is responsible for the actual transformation of material into finished product. This include all the activities required. In storage and distribution of the company’s goods.
This address the question of
a. which type of channel a seller select for his product
b. What particular middle man include in each channel type and.
c. How to management distribution and system for effective performance. The company or firm should known the degree of channel control desire, by controlling the channel, the product attempt to ensure that this product will receive the necessary sales push as any other essentinl donat needed to presented the product properly and satisfy and customers. The company of firm should make necessary effort to control of the quality of the product.
Product quality: The quality level to be built into product is a conscious decision to be made by the manufacture. A higher quality product normally is more costhy to produce than a lower quality one and so commands a higther price on the market. The quality level decision therefore should be related to the price range that will be attractive to the mainstreams of potential buyers quality is multifaceted. It related to or depend on such factors as the quality of raw materials used the product process itself quality controls during product packaging or dressing of the product, price of the product, environment in which the product is displayed for buys, the durability of the product is used and the buyers expectated and appreciation in general, product quality tends to be high to the extent that any of the factors is good or high as the case may be.
The quality produced has be in line with demand at a particular point in time so as to fight against out of stock and over stock. The company has to be watchful at any point in time so as to known the of product to be product when to produce. How to produce whom to produce for the (target market) and cloy such a product is required.
According to sheue and smith basic goal of product management is to ensure that a product matches the wants and needs of consumer in its market. Results to marketing failure previously about one hundred years ago, there are few producers.
The sellers oriented types of market was prevailing consumer out weighty the number of producers and little or no regards was paid to consumer. And litter or no regards was paid to consumer welfares. Producers concept of marketing philosophy was prevalent.
What ever was produced had to consumed. This goes to mean that the told produce concept is the entire set of benefit the product provides to the consumer. No attention was paid to product packaging branding product quality and other important physical attributes of a product.
At time went on more and more producers come into the market. This gave rise to conception among the available producers consumption was based on good packaging brand image, product quality convenient. This is known as product concept in marketing philosophy.
It is this situation that forced manufactures to spend time in product packaging labeling branding etc.
Now due to advancement in both technology and communication as well as production equipment introduction into the circulation makes the market more complicated. This is the era that brought about marketing concept.
Here manufactures and producers first of all is not to find really the needs and wants of consumer, then the most admirable types colour, package design branding and labeling that all best suit the desire of the potential and actual consumer of the product.
Product planning planners must try to match the firm resources lie what it is capable of producing with the men, money machines and material it ahead with the needs of consumers satisfaction and highest company profits can be achieved with the limited resource available.
Because of the sophisticated nature of today’s business many tactics are being applied by different companies to fright bact competitions and to stand firmly in the market. Many an products constantly being introduced into the market innovators are seriously doing their job, old and profitable products are modernized while some are delected out of the market. Companies use specific and admirable packaging design good branding and beautify types of labeling to distinguish their products from many in circulation. Similar products in the market.
1.2 statement of the problem
in met business operations today to task of planning and management manning a product in not an easy one.
Emphasis is laid on the problems associated with product planning distribution and management in NBL PLC Enugu.
The company is having problems in procuring raw matierla the reason is that the federal Government banned the importation of the base material local supplier do not always have enough to give the company the local input have to be refined to bring then to the stand record by the company.
Iv. Transporting the raw material is a problem since the company does not have enough town trucks
v. The raw material is usually bulky.
The company is also having problems in product planning and development. The reason being that the company exist in an economy strangled by hyperinflation and insecurity. Consumer are now being very careful on what to spend for a consumer.
Anther problems that the company encounters is that of increased competitions from companies like. Company Plc. The company competitors are having a high quality of product often not much different from the NBL. Even where NBL gain in terms of quality and diversification other gain by more liquid content as 7up against sprite and cheaper prices.
In the area of distribution and product management the company has insufficient member of trucks and experiences bottle breakages and piltrages
1.3 objective of the study
This study is purely on product planning distribution and management. It aims at describing how NBL plc is really involved in these task. To do this the study is armed with information gathered from extensive literature review as a base.
1. The main and primary objective of the study is to defined certain problem usually associated with product planning distribution and management in NBC Plc which required a proposed of remedial measure after reveal areas of the problem.
2. The study will investigate on the areas of the company’s procurement of raw materials used. How the company plans for its product.
3. How this product was developed. How decision is taken by the
4. What channel of distribution is used and how are the products managed from production to consumption.
it is also important to mention that this research work is very vital in partial fulfillment of the award