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Organization should take into consideration customers supply chain and their logistic operations. The company should be a factor in the requirements of the market and the needs of the customers so that organization can avail goods and services to the customers at the right place, condition and at the right time (Crammer, & Wegfahrt, 2006). Therefore, the study focus to identify whether customers drive location of the business and how it may affect logistic planning in various industries such as beer, clothing, and automobile industry. The company selected for the purpose of this study is Empresas Polar, a Bear Manufacturing Corporation in Venezuela. The company location decision has been compared regarding distribution and retailer location as discussed.
Empress Polar is a private beer manufacturing company located in Venezuela in Caracas. Mendoza Lorenzo started the company in the year 1941. Since then, the company has grown significantly. It has expanded its operation to numerous parts of the world. The location of Empresas Polar is important because it faster delivery of goods and services to the consumers at the right time. It also ensures that unnecessary delay in delivery of products and services have been eradicated. The company distributes five different brands of bears in its various distribution centers. Some of the alcoholic brands of beers being distributed include; Solera, Polar, Negra, Verde, and Azul. There is also one non-alcoholic drink commonly known as ZERO.
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