THE ROLE OF MIDDLEMEN IN BEVERAGE INDUSTRY

The aim of this project is to aid the roles of middlemen in beverages industries. This project presented the roles importance and techniques of middlemen in beverages industries. Moreover, the goal is to know how the middlemen operate in the industries and why middlemen are in existence. For more understanding analysis is made for those that want more information about middlemen and how their roles can be improved in the business world. The middlemen is the link between the manufacturer and the retailer. His purpose is to bring the one into contact with the other, either directly or indirectly, to facilitate the distribution of manufactured goods he is not, as some erroneously believe, a new comer or the result of twentieth century method of mass production the middlemen has been with us since the dawn of commerce. He preterm a definite and necessary function in the field of selling. Retailers depend upon him to full their orders while manufacturer depend upon him to secure buyer for their products. There are a number of ways in which manufacturers are retailers are kept in touch with each other consequently middlemen are classified according to the particular methods of contact which they employ. There are commission merchants. Brokers, manufacturers representative or sales agents. The clear and comprehensive details of the study of this research work will make the existing organization and those planning to set-up to have a thought knowledge and better understanding of the important role the middlemen performs in the marketing of beverage in the bottling industry.Therefore, the whole research work is divided into five chapter. Chapter 1: Introduction, Statement of problem, Objective of the research, Rationale for the study, Scope of research, Historical background of the subject matter, Organisation Structure and limitation of study.Chapter 3: Research methodology, Research design, Population samples and sampling techniques and Data collection. Chapter 4: Data presentation, Data analysis and Report findings. Chapter 5: Summary of findings, Recommendation, Conclusion, Appendix and Bibliography.

The need for certain goods and services in many parts of the world, that is the movement of goods and services to ultimate consumers began shortly after the commencement of marketing revolution. Many countries started looking for buyers everywhere, at times thousands of Kilometer from their homeland before they could get the ultimate consumer for their goods and services. Since the commencement of marketing countries have benefited from programme either by one way or the other. Before industrial Revolution (1789) there was no particular marketing. In the world of today marketing device means of getting their product to their consumers with ease.

Distribution department was ser up in order to be used as the best way of getting goods and services to the customers at the cheapest cost and in handling marketing as a catalyst of getting goods and services to the customers, that is to facilitate the movement of goods and services to customers. Middlemen play significant role in our social and economic system. Producer and middlemen work hand in hand in order to develop distribution strategies. Middlemen comprises of wholesalers and retailers.