Factors That Veterinary Manufacturing Firms In Kenya Consider In Determining Channel Levels Of Distribution

Abstract

This study sought to identify the factors that veterinary manufacturing firms in Kenya considered when determining the channel levels of distribution. This study was a descriptive census survey, the results of whom will be useful to various veterinary industry stakeholders. The findings of the study reveal that the veterinary firms in Kenya are fairly young and are mainly locally owned. Most of these companies do not perceive distribution as a strong basis for competitiveness, and service delivery by the channel intermediaries is not emphasised upon. Animal health companies in Kenya may use the results of this study in designing of distribution channel strategy to achieve a competitive advantage. They may also adopt its recommendations to enhance fair-play and integrity in the industry, as well as to develop practical approaches to engage their channel partners more closely to enhance efficiencyand performance. Channel members in the veterinary industry may benefit from a clear understanding of their role as part of a service network and lead to collaborative effort between them and the manufacturers to improve service delivery to the livestock farmer. One channel design cannot be appropriate for all markets. Customer focus and the realisation of customer value helps in channel design and the selection of channel levels, to both capture and retain customers. Of importance also are future developments and trends in global marketing channels, the ongoing economic integration of the Eastern African countries as well as emergent business opportunities in South Sudan and Rwanda among other regional markets. It will be necessary for onward studies to be carried out on how Kenyan veterinary firms can adapt their distributions strategies to take advantage of these opportunities.