Distribution strategies as a source of competitive advantage by Nestle Kenya limited
The achievement of a competitive advantage is a major pre-occupation of managers in the present day business environment which is characterized by intense competition. In order to gain the necessary competitive advantage firms usually specific strategies including innovation, adopting effective distribution strategies and providing high quality products. Distribution strategies play a crucial role in the launch of new products to the market and the eventual acceptance and sales of a new product in the market as it determines the availability of the new product to customers. The purpose of the study was to determine the role of distribution strategies as a source of competitive advantage at Nestle (k) Ltd. The study adopted a case study research design in which an interview guide was used to collect data and content analysis was used in analyzing the data. The study found out that the firm under the study derive competitive advantage through speed of offering the service, the added value, unique resources, superior quality of services, product and service diversity, service flexibility, differentiation strategy and unique corporate culture were adopted. Some of the distribution strategies employed includes warehousing, direct distribution, intense distribution as well as indirect distribution using middlemen. The distribution strategies adopted in the organization has led to a number of competitive advantage which includes the increase in area of coverage especially in the international market, edge competitors in making the products available to customers, increase in customer satisfaction through making the products available as well as addressing their concerns more promptly.