Distribution management from ARLA Foods Bangladesh Limited

Abstract

Arla Foods, world’s fourth largest producer of dairy products which stepped into 131st year in 2019 has been the top manufacturer of dairy goods in Scandinavia. In addition, with a tagline of “close to nature” Arla’s motto is to provide the best quality products to its consumers. 12700 farmers from the European countries like Denmark, Sweden are the actual owners of this organization. Arla has been remarkably famous to people of Bangladesh for last five decades. Arla’s Dano has been awarded with best Brand Award for consecutively 4 years. Though It has not been on the top of market share. However, it has always been on the top of its consumers mind because of the Quality. The key objective of this study is to provide a depth analysis on the Distribution management of Arla Foods Bangladesh Limited. In addition, the study also mentions about the alignment of Route to Market Function, Field Force management, Sales Force automation with Distribution Management. From the report we find the factors behind the Coverage expansion, increase of sales and Developing the Sales force. To start with, RTM plays a vital role in terms of managing the overall Distribution System by enabling different projects to improve and sustain the effectiveness of the system. However, there are 115 Distributors and 83 sub distributors of Arla operating in 9 regions. Seventy distributors adopted the Sales Force automation technology. The whole report Includes parts like introduction, objective of study, methodology of study, Company overview, Insight of the study, recommendations and conclusion.