Performance Measurement of Distribution Management System: A Case Study on Unilever (BD) Ltd.

Abstract

The purpose of business is to create and retain customer. But, the question is how? While business thinks in terms of products and derived values, customer is looking to meet their needs. Among the customers' need factors, getting the right product at the right time in the right place is one of the basic needs. In a sellers market like Bangladesh, it is difficult for the companies to develop competitiveness in distribution to provide products as per customers needs considering the customers different buying tendency. The success of a distribution system depends on the meeting of customers' time and place utility effectively. In an underdeveloped infrastructural conditions meeting all these are very difficult task. Unilever (BD) Ltd is the best known for its wide array of product portfolio and strong distribution system of consumer goods. Considering this, the study has been conducted to understand the performance Of Unilever ill distribution. For this purpose, Craven's model has been followed. The study identified that Unilever was meeting seventy percent of the place and time related utility. This study will help the business theoreticians to understand the distribution need in a developing country and will help to develop a comprehensive structure of distribution. The study will also help the companies operating in a developing country to develop their distribution system