Improving the distribution system of Bread Boutique Limited through an effective channel structure and local strategy

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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.
Applied project submitted to the Department of Business Administration, Ashesi University, in partial fulfillment of Bachelor of Science degree in Business Administration, May 2020
bakery, distribution system, marketing strategy, job descriptions