CHAPTER ONE

1.0 INTRODUCTION

Looking at the topic “A study of the product distribution system in the brewery industry”. A case study of consolidated breweries plc. Breweries of the famous “33” Export large Beer. Shows that it is topical both in time and place.

To be candid the image of our breweries is not what one should the proud of when compared to what is seen in the advanced countries.

The distribution system has been the most chaotic and to a large extent responsible or the increasing prices of beer. Marketing of products has two divergent but related processes the first of those processes deal with the search for and stimulation of the buyers while the second deals with the physical distribution of goods. Experience has shown that due to increased competition for market entrepreneurs and their marketing  execution have assigned most of their time not only in search and stimulation of goods with this function in mind. They are focusing their attention on developing a mix of products, prices, promotion and channels that would keep demand high, they have viewed physical distribution activity of making goods available to the buyers  supportive and subsidiary. An effective customers services physical distribution, a public limited liability company like the consolidated breweries plc is a weak position or state when it receives order for beer but no means of deliver them

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