- Title
- Critical success factors of a route-to-market strategy in the South African beverage industry
- Creator
- Mackenzie, Robert Duncan Mcintyre
- Subject
- Delivery of goods -- South Africa -- Management
- Subject
- Beverage industry -- South Africa
- Subject
- Marketing -- South Africa -- Management
- Subject
- Sales management -- South Africa
- Subject
- Customer services -- South Africa -- Management
- Date Issued
- 2018
- Date
- 2018
- Type
- Thesis
- Type
- Masters
- Type
- MBA
- Identifier
- http://hdl.handle.net/10948/22552
- Identifier
- vital:30005
- Description
- Effective distribution has become a big challenge in the Fast Moving Consumer Goods (FMCG) industry, especially beverage manufacturers. This study has covered an analysis of the varying Route-to-Market strategies for primary and secondary distributors, and this data was used to provide a foundation for formulating a beverage industry Route-to-Market model based on identified critical success factors. It offers insight into the implementation process in the varying markets, highlighting the importance of tailoring the Route-to-Market model to specific markets, and the importance of keeping the processes customer focused. The objective of this study was to identify the critical success factors of Route-to-Market in the beverage industry of South Africa, specifically investigating the financial viability of the selected distribution method, the knowledge and talent management of the employees and customers, the impact and effect of product availability, the level and importance of service excellence, and analysing the significance of strategic planning. This was followed by a qualitative explanatory case study methodology and research design, using multiple embedded units of analysis, in the form of semi-structured interviews and provided a valuable insight into success factors of Route-to-Market in the beverage industry of South Africa. The overall conclusion is that an effective Route-to-Market model, which has a well-established customer base at its centre, will significantly improve the satisfaction of customers in terms of quality and respect for services rendered. It is recommended that a company should review its Route-to-Market strategies regularly as to ensure the model is as relevant as possible.
- Format
- xvi, 244 leaves
- Format
- Publisher
- Nelson Mandela University
- Publisher
- Faculty of Business and Economics Sciences
- Language
- English
- Rights
- Nelson Mandela University
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