| dc.description.abstract | The objective of the study was to establish the distribution strategies adopted by wines and alcoholic wines manufacturers and importers in Nairobi and then to determine the factors influencing the choice of distribution strategies adopted by wine and alcoholic spirit manufacturers and importers in Nairobi.
To satisfy the research objective, the researcher used a descriptive survey comprising of all the wines and spirits manufacturing and importing companies. This was due to the fact that the industry had only 32 industries as at 31st December 2007. Primary data was collected using semi-structured questionnaires. Respondents were selected from the marketing departments of the wines and spirits manufacturing industries. Data was then analyzed using descriptive statistics and presentations done in tables, pie charts and graphs.
The study established that the wines and alcoholic manufacturing and importing companies used a mixture of various distribution strategies to sell their products. They sold their products to wholesalers who then sold them to the retailers. The study also established that the respondent companies sold directly to retailers. The companies used to a large extent distributors who sold different products as was indicated by 70 percent of the respondents.
Even though the companies used various distribution strategies, they did not use them exhaustively. The researcher therefore recommends that the manufacturers and importers of wine and alcoholic spirits should diversify their distribution strategies. For instance by franchising, the organizations are assured of effective distribution of their products .as what they could not do as a single entity is possible when they come together. | en |
