An Evaluation Of Fast Moving Consumer Goods Distribution Strategy: Case Of Ambo Mineral Water, West Shoa Zone, Oromia Regional State, Ethiopia

Abstract

Ambo Mineral Water Share Company, one of the rapidly expanding consumer goods companies, has made distribution a key priority in order to meet its goals. The aim of this study was to analyze Ambo Mineral Water Share Company's distribution strategy. The methodology used was survey questionnaires, interview and secondary data from company’s web site, data base, and brochure. The questionnaires were distributed to respondents selected randomly Descriptive research in the form of frequency distribution has been used and presented in table Over time, the study discovered several significant results that had an impact on Ambo's distribution efficiency, including low employee morale, frequent truck and machine breakdowns, poor product taste, a scarcity of bottles and crates, and inadequate distribution management procedures. Lastly, the research has also made some recommendations, including implementing a preventive maintenance (PM) program for distribution trucks and machinery, ensuring that the right product is delivered at the appropriate time, investing in bottles and crates, inspiring employees and other network participants, and implementing a thorough distribution management strategy that includes defining the distribution objective, designing the distribution structure, selecting and overseeing the appropriate distributors.