A Study Of The Lean Distribution Model For Beverages Enterprise

In the globalised market environment, hundreds of millions of Chinese population flow, created by social and economic transition, inevitably shows the great potential of the Chinese market, and will objectively accelerate the growth of beverage market demand of China. Because of this, Chinese beverage industry will continue to be the development and growth point in Chinese Fast Moving Consumer Goods (FMCG). Many overseas enterprises have started to pay attention to the innovative design and management of distribution system, in order to develop and improve their distribution pattern.In the intensely competitive environment of beverage industry, the product distribution of K Company is facing two great challenges, including the uncertainty of customer demand forecasting and the pressure of reducing cost, therefore, the traditional distribution model is showing its disadvantage more obviously. What’s needed now is to optimize the current distribution mode to a more efficient and economic one, in order to win in the cost. Based on the continuously and systematically development of the Lean Manufacture Concept of Toyota, Lean Distribution emphasizing on simplified, flexible and market driven approach, it ensures low operating cost advantages, overcomes prediction accuracy related obstacles, and then achieves steady profit growth. This enables K Company to optimize distribution mode for company’s future profitability and faster growth provides the systematic theory and practice guide.In view of the recent years practice of K Company, this dissertation takes the lean distribution model of multinational K Company as research object, by researching its distribution model design, management strategy, expected operation and implementing guarantee, this dissertation will explore and analyze Lean Distribution theory from both academic and practical dimensions. Meanwhile, by case studies analysis of relevant market performance, this dissertation will explore the value of practice and method of application of lean distribution. The exploration will have certain reference value and practical significance for enterprises to learn Lean Distribution management, dealing with the increasingly fierce market competition.