| Abstract: | Place (Distribution) is a set of interdependent organization that help make a product available
for use or consumption by the consumer or business user. In the other hand the role of
distribution channel helps merchandizing of the product, buying and assembling of and selling
becomes convenient as well as supports in implementing pricing mechanism, distributors and
retailers being in touch the customers provide a feedback about the price customers are to buy.
This study tried to analyze the distribution channel of MOHA Soft Drink Industry S.co in
Addis Ababa. The study has follows a mixed approach, both quantitative and qualitative, in
dealing with the issues that have been investigated. To this effect, primary and secondary
sources of data have been used. Combination of instruments has been applied to gather
information for the study. For instance, structured questionnaire has been used and customer
survey conducted to generate quantifiable data for the study. Close to 565 samples were
randomly selected and considered to this end.
As to the generation of qualitative information, focus group discussion and interview was
conducted with selected members and sales managers of the plants who have the knowledge
and experience in distribution channel. The information collected was organized and
analyzed using descriptive as well as explanatory method of data analysis. Based on the
analysis, the application of the distribution (place) management of the company is well
underway. However, there existed some cases that need to be addressed in terms of demand
availability and fair distribution of the product as well as lack of customer handling. Based on
this the company should build up the capacity of production in order to satisfy customer
expectation. |
