Effective channels of distribution as a strategic tool in purchasing of technical goods a case study of jewaco electronics

Project Abstract

Effective channels of distribution play a crucial role as a strategic tool in the purchasing process of technical goods. This research project focuses on analyzing the distribution channels of Jewaco Electronics, a leading supplier of technical goods in the market. By conducting a case study approach, this research aims to explore the various distribution channels employed by Jewaco Electronics and evaluate their effectiveness in reaching target customers and maximizing sales. The study will involve a comprehensive review of existing literature on distribution channels and their impact on purchasing decisions. By integrating theoretical frameworks with practical insights from the case study of Jewaco Electronics, this research seeks to provide valuable recommendations for enhancing the distribution strategy of the company. Through interviews with key stakeholders such as suppliers, retailers, and customers, the research will gather primary data to assess the current distribution channels' strengths and weaknesses. This qualitative approach will enable a deeper understanding of the challenges faced by Jewaco Electronics in managing its distribution network and meeting customer demands for technical goods. Furthermore, the research will investigate the role of technology in optimizing distribution channels for technical goods. By exploring the potential benefits of e-commerce platforms, online marketplaces, and digital marketing strategies, the study aims to identify opportunities for Jewaco Electronics to expand its reach and improve customer engagement. The findings of this research project will contribute to the existing body of knowledge on distribution channels and their impact on purchasing behavior in the technical goods industry. By offering practical insights and strategic recommendations, this study aims to help Jewaco Electronics enhance its competitive position in the market and achieve sustainable growth in sales and market share. Overall, this research project will shed light on the importance of effective channels of distribution as a strategic tool in the purchasing process of technical goods. By examining the case of Jewaco Electronics, this study aims to provide valuable insights for companies operating in similar industries seeking to optimize their distribution strategies and improve overall business performance.

Project Overview

<p> </p><p><strong>INTRODUCTION</strong></p><p><strong>1.1 BACKGROUND TO THE STUDY</strong></p><p>For any organization to be effective there should be effective distribution channel or process to convey finished products from the manufacturer to the final consumers. This is because without distribution the best product will not be delivered and the marketing mix will break down and fail. As a result of this, firms are increasingly adopting supply chain management to reduce cost, increase market share and sales, and build solid customer relations (Ferguson 2000). The idea of using an effective channels of distribution as a strategic tool in purchasing of technical goods can be viewed as a philosophy based on the belief that each firm in the supply chain directly and indirectly acts the performance of all the other supply chain members, as well as ultimately, overall supply chain performance (Cooper et al, 1997). The effective use of this philosophy requires that functional and supply-chain partner activities are aligned with company strategy and harmonized with organizational structure, processes, culture, incentive and people (Abell 1999).</p><p>Distribution channel consists of a group of individuals or organizations that assist in getting the product to the right place at the right time. Distribution plays a vital role, primarily because it ultimately acts the sales turnover and profit margins of the organization. If the product cannot reach its chosen destination at the appropriate time, then it can erode competitive advantage and customer retention. The retail industry is responsible for the distribution of finished products to the consumer as well as the public. The retail sector comprises of general retailers (managed by individuals/families), departmental stores, specialty stores and discount stores.</p><p>In practice, many organizations use a mix of different channels; in particular, they may complement a direct sales-force, calling on the larger accounts, with agents, covering the smaller customers and prospects. However, the major challenge now facing the retail industry is the power of the customers or buyers.</p><p>This is because the customers are becoming increasingly knowledgeable, impatient, not wishing to wait for the suppliers’ products for any period of time.</p><p>This coupled with the fact that firms are now trying to implement specific distribution strategy or practices based upon their unique set of competitive priorities and business conditions to achieve the desired level of performance, has led to an investigation into the various distribution strategies and practices available with the view to establish the strategy or practice which has the most influence on the purchase of technical goods in Nigeria.</p><p><strong>1.2 STATEMENT OF THE PROBLEM</strong></p><p>Most producers use intermediaries to bring their products to market. They use a set of interdependent organizations in the process of making a product or</p><p>service available for use or consumption by the consumer or business user. This process is what has been known as distribution channel (Philip Kotler 2001).</p><p>Distribution describes all the logistics involved in delivering a company’s products or services to the right place, at the right time, for the lowest cost. In the</p><p>unending sorts to realize these goals, the channel of distribution selected by a business play a vital role in this process. Well-chosen channel constitute a significant competitive advantage, while poorly conceived or chosen channel can doom even a superior product or service to failure in the market.</p> <br><p></p>