Improving the distribution system of Bread Boutique Limited through an effective channel structure and local strategy
Date
2020-05
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Abstract
Bread Boutique Ltd is a wholly owned Ghanaian Bakery Chain that uses state of
the art technology to produce assorted bread of the highest possible quality. The company
was founded by William Hwanompe in the year 2013 with just one branch at Dansoman.
Currently the company has six shops, a bread factory and franchise shops.
A needs assessment was conducted in the organization for its customers and
potential consumers, and research showed that though the company has potential in
managing its resources it needs help in their management skills in distribution. This is
because it is not the best and majority of customers argue that the company needs more
channels to increase awareness, accessibility, penetration and availability. Literature
suggests that with bread distribution, timing is a major factor for induced customer
satisfaction and loyalty. It is more of supply based than demand based as it is a
convenience good and has very short shelf life.
In conclusion, channel management for the bread industry can be tackled
strategically, paying attention to the right distribution channels. focusing on the
objectives of the company and developing the bread market effectively, which will aid in
increasing of sales. Aside developing a strong channel management system, social media is a good platform to build awareness for the company as well as improving its physical
availabilities such as creative bill boards.
Description
Applied project submitted to the Department of Business Administration, Ashesi University, in partial fulfillment of Bachelor of Science degree in Business Administration, May 2020
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Applied project
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Keywords
bakery, distribution system, marketing strategy, job descriptions