The area market contractor a case of the Coca-Cola company-Morocco

Dissertant

al-Zikhi, Yusuf

Thesis advisor

Hulten, Bertil

University

Al Akhawayn University

Faculty

The School of Business Administration

University Country

Morocco

Degree

Master

Degree Date

2004

English Abstract

The sales and distribution system presents limitations when it comes to distribute in Townships and medina.

The customer constraints (cash available, deposit, space inside outlets ...) and also physical constraints (narrow streets, sales per customer ...) led The Coca-Cola Company and its Bottlers to think about ways to improve service in these areas.

With 62 skus and 110 000 outlets directly served, it was necessary to think in a different way forgetting the usual methods and reflects currently used in the business.

However, keeping control over order generation with a main condition to project development.

Creating a new network, that will not only develop service but also resolve most of the above constraints, was considered.

The distribution systems are dedicated in the sense that it is whether in direct or indirect.

The idea of the Area Market contractor creates a new challenging system that combines state of the art practices of both systems to provide a powerful customer service.

In this third party agreement, an area distribution contractor is created.

9 best practices have been identified that cover all business aspects (strategy and goals, criteria of selection, Partnership and contracting, human resources.

Information systems, channel design, marketing research, finance...).

The AMC makes its origin in offering service with proximity using specialization to give a better focus on role of each element.

The AMC give a special focus on the Stock management, Delivery and Cash handling; while the Bottler emphasizes the Order generation.

Account development.

Merchandising and Data handling.

Both a theoretical approach based on leading authorities in Channel marketing fields, and a practical approach that understands local realities, were used.

In this project most of the courses attended during the Executive MBA were of great help and were the base of concept development.

The 8 implementation steps summarizes most of the courses provided in the program (Strategic Management in defining the vision , Human resources management in setting the right Organization structure, Corporate law in writing the Partnership contract.

Information systems management to manage the information, and Management control systems to have a clear view on system profitability).

This new distribution channel is now implemented in other similar areas.

However, the implementation could be improved if we develop the market execution, and train the partners how to manage the finance of their business.

The project lacks also a good corporate communication of incidence on local communities in terms of job creation.

Main Subjects

Business Administration

No. of Pages

55

Table of Contents

• APA
• MLA
• AMA

Language

English

Data Type

Arab Theses

Record ID

BIM-627766