Factors That Veterinary Manufacturing Firms In Kenya Consider In Determining Channel Levels Of Distribution
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Date
2006-08Author
Mwangi, Catherine N
Type
ThesisLanguage
enMetadata
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This study sought to identify the factors that veterinary manufacturing firms in Kenya
considered when determining the channel levels of distribution. This study was a
descriptive census survey, the results of whom will be useful to various veterinary
industry stakeholders.
The findings of the study reveal that the veterinary firms in Kenya are fairly young and
are mainly locally owned. Most of these companies do not perceive distribution as a
strong basis for competitiveness, and service delivery by the channel intermediaries is
not emphasised upon. Animal health companies in Kenya may use the results of this
study in designing of distribution channel strategy to achieve a competitive advantage.
They may also adopt its recommendations to enhance fair-play and integrity in the
industry, as well as to develop practical approaches to engage their channel partners
more closely to enhance efficiencyand performance.
Channel members in the veterinary industry may benefit from a clear understanding of
their role as part of a service network and lead to collaborative effort between them
and the manufacturers to improve service delivery to the livestock farmer.
One channel design cannot be appropriate for all markets. Customer focus and the
realisation of customer value helps in channel design and the selection of channel
levels, to both capture and retain customers. Of importance also are future
developments and trends in global marketing channels, the ongoing economic
integration of the Eastern African countries as well as emergent business opportunities
in South Sudan and Rwanda among other regional markets. It will be necessary for
onward studies to be carried out on how Kenyan veterinary firms can adapt their
distributions strategies to take advantage of these opportunities.
Citation
Masters thesis University of Nairobi (2006)Publisher
University of Nairobi. School of Business Studies
Description
Degree of Master of Business Administration