An Approach to Remodel the Fast Moving Consumer Goods Distribution in Sri Lanka

Abstract

The Fast Moving Consumer Goods selling industry is one of the most profitable and sustainable businesses in the world. Specially, considering the south Asian region and the current Sri Lankan context, the FMCG product redistribution is identified as a process which is broadly decentralized and performed with many complexities which are yet to be addressed for a better outcome from the business. Current issues in managing people, handling quickly altered inventories, having up to date but secured sales data and having the accurate set of master data in hand to conduct the business has become very challenging for the top leadership. The possible revenue losses due to the lack of best practices in the above highlighted areas are identified as very high. During this research a study was conducted to do a detailed study on the current Sri Lankan FMCG redistribution business and the working models. The outcome of the intended existing business model study has helped the researcher to identify the problems in each segment in the current business and then to propose a new business model which has been proven with tested results on its success. Finally, the intention of this research was to introduce a new business model for Sri Lankan FMCG driven industries which can be easily adopted and be practiced for a better outcome from their businesses than before