Department of Marketing Management

Assessment of warehouse and packaging in the Case of Maaza Mango

Juice
Course: Logistics and Channel Management

Section: B

Group members:

Firtuna Birhane RMKD/0429/2014

Fuad Redwan RMKD/2809/2014

Furtuna Mulugeta RMKD/0430/2014

Assessment of warehouse and packaging
in the Case of Maaza Mango Juice

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Contents
Chapter 1.....................................................................................................................................................3
1. INTRODUCTION...................................................................................................................................3
1.1Background........................................................................................................................................3
1.2 Statement of the problem...................................................................................................................4
1.3 Research questions............................................................................................................................4
1.4 Objective of the study........................................................................................................................5
1.4.1 General objectives......................................................................................................................5
1.4.2 Specific objectives......................................................................................................................5
1.5 Significance of the study...................................................................................................................5
1.6 Scope of the study..............................................................................................................................6
1.8 Organization of the study...................................................................................................................6
Chapter 2.....................................................................................................................................................7
2. LITERATURE REVIEW........................................................................................................................7
2.1 Empirical Review..............................................................................................................................7
2.1 Warehousing Practice in FMCG Industries.......................................................................................7
2.2 Packaging's Contribution to Product Quality and Customer Perception............................................8
2.3 Correlation between Warehousing, Packaging, and Availability of Products....................................9
2.4 Employee Training and Workforce Competency in Warehousing and Packaging.............................9
2.5 Environmental Sustainability in Packaging and Warehousing.........................................................10
2.6 Technological Integration and Data-Driven Decision Making.........................................................10
2.7 Empirical Gaps in the Literature......................................................................................................11
Chapter 3...................................................................................................................................................12
3. RESEARCH DESIGN AND METHODOLOGY..................................................................................12
3.1 Research design...............................................................................................................................12
3.2 Population and sampling..................................................................................................................12
3.3 Types of data...................................................................................................................................13
3.4 Method of data collection................................................................................................................13
3.5 Method of data analysis...................................................................................................................13
Chapter 4...................................................................................................................................................14

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4. Findings, Conclusion and Recommendations........................................................................................14
4.1 Findings...........................................................................................................................................14
4.2 Conclusion.......................................................................................................................................14
4.3 Recommendations...........................................................................................................................15
Reference...................................................................................................................................................16
Appendix...................................................................................................................................................17

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Chapter 1

1. INTRODUCTION
1.1Background
The first thing we think about when we hear the word “warehouse” is a big storage facility.
While that is correct there is a lot going on in warehouses than just storage. “The role of
warehousing has shifted from a passive storage function to a dynamic element in the supply
chain that enables value creation through cross-docking, postponement, and consolidation.”
(Bowersox, Closs, & Cooper, 2013, p. 274). Warehousing has other functions besides its primary
function of storage. These are inventory management, consolidation and bulk breaking , value
adding services and protection of goods.

“Packaging is the activity of designing and producing the container or wrapper for a product.”
(Kotler & Keller, 2016, p. 405). Packaging not only provides protection for the product but also
provides as a means of communication for the brand. Packaging can be categorized in to three,
each providing a different purpose. “Packaging can be classified into three types: primary,
secondary, and tertiary. Primary packaging is the material that first envelops the product and
holds it. Secondary packaging is used for branding and display, while tertiary packaging is for
bulk handling and transport.” (Robertson, 2013, p. 12).

Warehouse and packaging go hand in hand in logistics, supply chain and product distribution.
Packaging typically happens before or within the warehouse. Once goods are manufactured, they
are packed (primary, secondary, or tertiary packaging) and stored in the warehouse before
distribution. Both ensure the protection of products, packaging protecting products from
contamination, damage and tampering. Warehousing ensuring products are stored under optimal
conditions. They are often managed together in many FMCG companies. “Packaging and
warehousing are interrelated components of the logistics system. Effective packaging facilitates
storage, handling, and transportation, while warehousing provides the environment to preserve
packaged goods until they are needed.”( Murphy & Knemeyer, 2018, p. 230).

The independent variables of this study are the operating parameters that dictate warehouse and
packaging system efficiency. These include the storage conditions (temperature, humidity, and
cleanliness), the design and layout of the warehouse, the inventory management system in use,
and the packaging process and materials (manual or automated) in use. The other independent
variables include handling practices, level of staff training, and frequency of stock rotation (i.e.,
FIFO or LIFO). These operational variables play a direct role in determining the overall
warehouse and packaging performance and reliability. On the contrary, the dependent variables

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are the measurable outcomes that are affected by these practices. They are product quality upon
delivery, customer satisfaction, product damage or spoilage rate, and warehouse operation
efficiency as indicated by turnaround time and order fulfillment. In addition, cost-effectiveness
of packaging and the degree of compliance with health and safety standards are also part of the
dependent variables. By analyzing how variations in the independent variables affect these
outcomes, the study seeks to identify areas of improvement in the packaging and warehouse
systems of Maaza Mango Juice.

1.2 Statement of the problem

In the consumer goods (FMCG) industry, warehouse management and packaging are major
factors that directly contribute to product quality, cost control, and customer satisfaction. In the
case of beverage companies like Maaza Mango Juice, which deal with perishable and high-
demand products, warehousing and packaging are not just logistics needs but strategic processes.
However, the majority of beverage businesses in Ethiopia are small companies that continue to
suffer from issues of inadequate inventory management, insufficient storage facilities, ineffective
layout designs, and inferior quality packaging materials. These normally result in wastage of
products, excessive operational expenses, stock outs, or late deliveries, all of which affect
business performance as well as consumer satisfaction negatively.

Despite its good market standing, Maaza Mango Juice has not been measured appropriately in
the way its warehousing and packaging practices add to or offset its supply chain efficiency. It is
debatable whether the current storage environment preserves the quality of the juice, whether the
packing materials are protective and cost-effective, and whether the warehouse design facilitates
speedy and accurate order picking. Unless there is an evaluation, inefficiencies do not
materialize, meaning there will be recurring losses, reduced competitiveness, and wasted
improvement opportunities. This study aims to fill that gap by analyzing the current warehouse
and packaging activities in Maaza Mango Juice, outlining the challenge involved, and proposing
straightforward solutions for improved operational efficiency and product quality assurance.

1.3 Research questions

 What are the current warehouse management practices employed by Maaza Mango Juice,
and how effective are they in ensuring product quality and availability?
 How does the design and layout of the warehouse affect the efficiency of inventory
handling, storage, and dispatching processes?
 What types of packaging materials and processes are used for Maaza Mango Juice, and
how do they contribute to product protection, cost efficiency, and sustainability?
 What are the main challenges faced in the warehousing and packaging processes of
Maaza Mango Juice?
 How do warehousing and packaging practices impact customer satisfaction, product shelf
life, and damage rates during distribution?

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  To what extent are employees trained in handling, packaging, and inventory systems
within the warehouse?
 What improvements can be recommended to optimize warehouse and packaging performance
at Maaza Mango Juice?

1.4 Objective of the study

1.4.1 General objectives
The general objective of this research is to assess the warehouse management and packaging
practices of Maaza Mango Juice in order to understand their current structure, processes, and
impact on product handling, quality, and distribution.

1.4.2 Specific objectives

 To evaluate the current warehouse layout, storage systems, and inventory handling methods
used at Maaza Mango Juice.
 To assess the type and quality of packaging materials and processes utilized in the production
and distribution of Maaza Mango Juice.
 To identify the operational challenges and inefficiencies in the warehouse and packaging
functions.
 To examine the impact of warehouse and packaging practices on product safety, shelf life,
and delivery performance.
 To assess the level of staff training and technological integration in warehouse and packaging
operations.
 To provide recommendations for improving warehouse design, packaging materials, and
process integration at Maaza Mango Juice.

1.5 Significance of the study

This study will provide valuable insight into the warehousing and packaging practices of Maaza
Mango Juice, the findings will benefit the following:

 Customers: Ensures better product quality and shelf life leading to greater satisfaction
reduces instances of damaged or expired products reaching customers and it enhances
trust in the brand, promoting customer loyalty.
 Company: Identifies operational inefficiencies in warehousing and packaging, helps
reduce losses due to spoilage, damage, and delays, informs cost-effective packaging
and warehouse improvements and supports compliance with health and safety
standards, reducing legal or reputational risks.

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  Stakeholders: Provides insight into how resources (financial, physical, human) are
being used in the supply chain, helps stakeholders (e.g., investors, suppliers)
understand risk areas and potential growth opportunities and increases transparency
and accountability in operations.
 Researchers: Contributes to existing literature on logistics, warehousing, and
packaging in FMCG sectors especially in developing markets, provides a practical
case study for analyzing operational strategies in beverage manufacturing and serves
as a benchmark for future studies in supply chain optimization.
 Marketers and advertisers: Offers insights into how packaging influences consumer
perception and brand image, helps align packaging strategies with marketing goals
(e.g., brand visibility, eco-packaging trends), aids in developing logistics-based
competitive advantages, such as faster delivery or better shelf appeal.

1.6 Scope of the study

This study will explore the warehouse and packaging procedures of Maaza Mango Juice, such as
how these procedures are implemented to product handling, temperature of storage, and
condition of product upon arrival at the customer. It will explore the procedures used within the
warehouse, the packaging materials used, and how these choices relate to customer satisfaction
and condition of product on arrival.

The study will collect information from employees in the warehouse and packaging departments
of Maaza Mango Juice. What they have to say will be used to outline the real practices used
when handling, storing, and packaging products. It is easier to get tangible and usable
information regarding the day-to-day operations of the company by targeting in-house
employees.

The study will be conducted during the academic term up to May 2025, which will ensure that
data collected represents recent practices and latest experiences.

1.8 Organization of the study

The study is organized into four chapters. Chapter One states the background of the study,
statement of the problem, research questions, objectives, and significance of the study. It also
outlines the scope and limitations. Chapter Two discusses related literature, providing theoretical
and empirical data on warehousing and packaging practice and substantiated by scholarly papers
and previous research. Chapter Three outlines the research design, the population and sampling
protocol, tools and techniques for data collection, and data analysis techniques. Lastly, Chapter
Four includes the research findings, conclusions from the data, and practical suggestions in an
effort to enhance the warehousing and packaging operations of Maaza Mango Juice.

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Chapter 2

2. LITERATURE REVIEW
2.1 Empirical Review
This chapter provides an empirical perspective of studies on warehousing and packaging,
specifically on fast-moving consumer goods (FMCGs) such as fruit juices. It includes research
results both from foreign and domestic research and shows methodologies, findings, and
conclusions of previous studies, hence forming the basis for the present research study on Maaza
Mango Juice.

2.1 Warehousing Practice in FMCG Industries

Several empirical studies have investigated warehousing practices and their influence on
effectiveness of operation. For example, Bowersox, Closs, and Cooper (2013) conducted a
comprehensive study of logistics and supply chain management and concluded that warehousing
is not just storage but also facilitates timely delivery of the product, accuracy of the inventory,
and safeguarding of the product. Their survey-based and case study-based research in the U.S.
FMCG sector showed that organizations with properly designed warehousing systems
significantly reduced spoilage and stockouts.

Similarly, a study conducted by Rushton, Croucher, and Baker (2017) identified warehouse
management practices in Europe and found a correlation between warehouse layout optimization
and productivity of operations. Their quantitative research involving 150 warehouse managers
found that the application of technologies like barcode scanners and WMS boosted order
fulfillment speed by 30%.

In the Ethiopian context, a study on warehouse management in the local beverage sectors by
Mekonnen (2019) cited poor storage facilities, ventilation, and lack of inventory monitoring
equipment as significant problems. The study used structured interviews and observation and
recommended investment in advanced storage equipment and training employees as good
interventions.

Another relevant study is Hassan and Yusuf's (2020) work, which was an investigation of the
role of automation in contributing to warehousing performance among Nigerian FMCG
companies. The study used regression analysis to illustrate that automated warehouses had 45%
fewer errors and 33% higher throughput. The findings support the need to adopt technology to
enhance warehousing performance.

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In addition, Ghobakhloo and Ching (2019) studied Southeast Asia to measure the effect of digital
transformation on logistics. Targeting the beverage industry, they illustrated a positively oriented
relationship between digital solutions (such as RFID and IoT-based tracking) and inventory
turnover ratio, justifying the inference that technology adoption boosts the overall warehouse
efficiency.

2.2 Packaging's Contribution to Product Quality and Customer

Perception
Packaging has been widely researched both for its application in product protection and in
shaping customers' purchase behavior. Robertson (2013), in an international review of trends in
food packaging, highlighted the fact that packaging not only affects the shelf life of food
products but also consumer trust and brand loyalty. His empirical research, comprising product
simulations and consumer questionnaires, found that green and innovative packaging made a
significant difference to customer perception.

Kotler and Keller (2016) also acknowledged the marketing function performed by packaging in
their marketing management study. In an experimental research design, they established that
pleasant and informative packaging increased consumer recall by up to 40%, especially in
competitive product categories like beverages.

In a local study, Getachew (2020) studied the contribution of packaging to customer satisfaction
in the soft drink industry in Addis Ababa. Drawing from a mixed methods approach consisting of
200 customer surveys and focus group interviews, the study found design, material quality, and
labeling readability to be main drivers of consumer satisfaction. It indicated that companies
investing funds in attractive and useful packages had higher volumes of sales.

Further, Ampuero and Vila (2006) examined the effect of visual packaging design on consumer
perception and brand position in the Spanish market for beverages. The study found color, shape,
and structure of the packaging to have an effect on consumer preference and in some cases to
dominate brand loyalty.

Silayoi and Speece (2007) conducted consumer behavior studies on packaging influences in
Thailand. Based on the study using structural equation modeling (SEM), visual and
informational elements of packaging were said to have significant impacts on consumers' buying
behavior, particularly in new product introductions. It is evident from the study that companies
ought to prioritize visual appeal and clarity in packaging for best market penetration.

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2.3 Correlation between Warehousing, Packaging, and Availability
of Products
. Empirical findings also tested the connection between warehousing, packaging, and product
availability. Murphy and Knemeyer (2018) reported a study in the US beverage industry that
demonstrated how poor synchronization among the warehouse functions and packaging
departments often led to late delivery and product shortages. Their cross-sectional analysis of 20
companies confirmed that increased alignment between these functions caused increased product
availability and reduced lead time.

In an African context, Nwankwo and Achumba (2017) conducted a study on Nigerian food and
beverage firms, and the authors concluded that warehousing and packaging coordination was
pivotal in delivering efficiency in the supply chain. Their use of regression models demonstrated
a high correlation between efficient packaging processes and accuracy in dispatching in
warehouse operations.

Tesfaye (2021) also investigated a comparable study in Ethiopia, which evaluated the internal
supply chain of a local fruit juice factory. Worker interviews and observational data were
employed in the study to analyze the impact of delayed packaging on warehouse product
backlog. Synchronized planning and buffer zones in warehouses were proposed by the study to
minimize disruption.

Agyabeng-Mensah et al. (2020) through a Ghanaian FMCG industry research have determined
the strategic value of merging warehouse data with packaging timetables to meet customers in a
timely fashion. From surveys and focus group discussion, their research established that effective
merging enhanced forecasting and stock accuracy.

2.4 Employee Training and Workforce Competency in Warehousing

and Packaging
More empirical data indicate the key role of employee training to enhance warehousing and
packaging performance. A study of the beverage industry in Brazil by Azevedo and Carvalho
(2021) revealed how training in material handling, safety procedure, and packaging method led
to lower error rates in operations and enhanced job satisfaction. Their longitudinal study
documented a 20% decrease in package damage and a 15% improvement in accuracy for pick-
and-pack among the trained workforce.

Concurrently, Alemayehu (2022) assessed the effects of staff competency on packaging

consistency in food processing companies in Ethiopia. Observation checklists and interviews
were used in the research, which indicated that companies with frequent employees' training had
quality control of packaging products. This implies that talent development should be the central
aspect of warehousing and packaging programs.

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This is a particular category that is most applicable to this research, as the study focuses on
information obtained from Maaza Mango Juice's warehouse and packaging staff whose input can
identify if training and capacity development initiatives of this type exist and are helpful.

2.5 Environmental Sustainability in Packaging and Warehousing

Sustainability has also become a critical factor in warehousing and packaging decisions. Boz,
Korhonen, and Koelsch Sand (2020) observe that the majority of consumers are becoming
environmentally conscious, which forces businesses to employ sustainable packaging and
warehousing practices. Their study of 300 European companies reported that biodegradable
packaging and energy-efficient warehouse management enhanced brand reputation and reduced
carbon footprints.

Within Africa, Kinyua and Njoroge (2018) conducted an investigation of Kenyan beverage firms
and concluded that the adoption of solar-driven warehouses and biodegradable packing
significantly increased operational efficiency and customer acceptance. The study utilized the
application of a combination of performance metrics and consumer feedback to validate its
findings.

These findings underscore the necessity for environmental sustainability, particularly for fruit
juice brands like Maaza that operate in a market that is increasingly sensitive to environmental
issues. Understanding whether Maaza adopts environmental sustainability can inform us if it is in
line with global trends.

These additional observations not only increase the empirical coverage of the study but also
validate the holistic nature of training, sustainability, and operational efficiency of warehousing
and packaging operations.

2.6 Technological Integration and Data-Driven Decision Making

Over the last couple of years, empirical research has more and more recognized the role of
technology integration and data-driven decision making in warehousing and packaging
operations optimization. A study by Ferreira, Lopes, and Domingues (2022) in the Portuguese
FMCG sector analyzed the role of warehouse automation, predictive analysis, and ERP systems
implementation in real-time monitoring, error rate reductions, and faster adaptation to changes in
demand. The study adopted a mixed-method design involving system use data and interview data
from staff.

Likewise, Bekele (2023) elaborated on the rate of technology uptake by Ethiopian beverage
companies and reached the conclusion that companies utilizing computerized inventory systems
and automated packaging equipment had smooth operations, minimal manual intervention, and
optimal utilization of resources. The research suggested that supply chain operations were made
visible and coordinated through digital means.

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This is most pertinent to the current study since technology tool use assessment by Maaza
Mango Juice to use in warehousing and packaging will provide the implications of digital
transformation in aiding their operational goals.

These additional findings not only broaden the empirical basis of the research but also provide
implications for the interrelated correlation between technology training, sustainability,
technology, and operation efficiency in warehousing and packaging operations.

2.7 Empirical Gaps in the Literature

While warehousing and packaging have been widely studied, there are fewer studies examining
both activities as a combination, specifically within a single product category like fruit juice.
Other local research generalizes across the FMCG category without targeting particular product
lines. Most studies also aim at consumer or managerial insights and overlook operational
employee insights.

There is limited empirical research on warehouse and packaging workers' job and role
perceptions. Crucial operation aspects such as training, working environment, and intragroup
communications are poorly researched.

This study fills these vacancies by choosing an influential local brand, Maaza Mango Juice, and
collecting data from real employees from the warehousing and packaging lines. This technique is
applied with the aim of attaining grounded knowledge about practices, concerns, and areas for
improvement in these operational parts.

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Chapter 3

3. RESEARCH DESIGN AND METHODOLOGY

3.1 Research design
Research design is defined as “The blueprint for the collection, measurement, and analysis of
data. It is the framework that guides the research process to ensure that evidence obtained
enables the researcher to effectively address the research problem logically and as
unambiguously as possible” (Cooper & Schindler, 2014). It has also been defined as “A plan,
structure, and strategy of investigation conceived so as to obtain answers to research questions
and to control variance” Kothari (2004). Therefore, the research design acts as a clear road map
to conduct the research systematically and ensures that the gathered data is relevant, reliable, and
valid for addressing the research questions. So what are the objectives of a research design?
Kothari (2004) outlines specific objectives of research design as:

 To organize the study in a way that maximum information can be obtained with
minimum expenditure of effort, time, and money.
 To facilitate the smooth functioning of the various research operations, thereby making
research as efficient as possible.
 To anticipate and tackle potential problems that may arise during the research process.

This study will employ a descriptive research design, which is appropriate for the identification,
analysis, and description of Maaza Mango Juice's current warehousing and packaging operations.
The descriptive approach enables the researcher to investigate in an organized manner the
procedures and materials used in these operations and how these are managed on a day-to-day
basis, and to provide a clear description of this.

The design will gather both quantitative and qualitative data from employees directly involved in
the warehousing and packaging operations. By combining numerical figures with employee
perceptions, the study will not only depict what is happening, but also provide context and
meaning to such practices. The general goal is to describe current practices in detail and pinpoint
areas that can be built upon.

3.2 Population and sampling

The target population for this study consists of employees of the company directly involved in
the warehousing and packaging operations of Maaza Mango Juice. The employees have been
selected as they are directly involved and have first-hand experience of the storage, handling, and
packaging operations of the company. The study will focus on employees from key departments

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like inventory control, logistics, quality assurance, and packaging, as they are most seasoned in
the procedure and problems associated with these operations.

Purposive sampling will be used to send out invitations to participants. Non-probability sampling
method is appropriate in this case since it allows the researcher to select participants
intentionally, selecting those that best fit into the framework of the study. The size of the sample
will be determined based on employees' availability and willingness, with a focus on ensuring
diversity of roles from the warehouse and packaging departments.

3.3 Types of data

The study will make use of quantitative as well as qualitative data, seeking to cover both the
quantifiable aspects of warehouse and packaging activities and what the involved workers
perceive and comprehend. Quantitative data would include official feedback regarding storage
time, damage ratio, or packaging material consumption, while qualitative data would include
feedback regarding challenges, trends witnessed, and suggestions for improvement put forward
by the workers themselves.

The combination of these two types of data will make it easier to gain a better understanding of
both the realities of the operations and the employees' views, and it will become possible to
identify practical strengths and potential areas for improvement.

3.4 Method of data collection

The primary data will be collected using structured questionnaires and semi-structured
interviews with selected employees in the warehouse and packaging departments. The
questionnaire will include closed-ended questions as well as open-ended ones, allowing the
researcher to capture numerical data as well as insightful comments. Utilizing both means
ensures that data collected is standard as well as descriptive.

Aside from questionnaires, there can also be short interviews with supervisory staff to gain a
better understanding of working processes and decision-making. All the data will be collected
within the company premises during working hours with management permission to cause
minimal dislocation and maximum accuracy.

3.5 Method of data analysis

The data analysis will involve both descriptive statistical analysis and thematic analysis.
Quantitative data gathered from the questionnaires will be statistically analyzed with the use of
descriptive statistics such as frequencies, percentages, and charts in order to present summary
results and trends in warehouse and packaging practices.

Qualitative data from open-ended questions and interviews will be coded using thematic
analysis, where recurring ideas, suggested ideas, or issues will be grouped and interpreted. This
mixed-methods analysis will provide a balanced analysis of numerical tendencies and

14
experiences of workers to enable better comprehension of the company's operational
performance in warehousing and packaging.

Chapter 4

4. Findings, Conclusion and Recommendations

4.1 Findings
Maaza Mango Juice's warehousing and packaging procedures were studied in this research by
collecting primary information from the staff members directly involved in these operational
processes. Based on the response received through semi-structured interviews and structured
questionnaires, several important conclusions were drawn.

In terms of warehousing operations, the Maaza warehouse facilities were fairly well organized
but experienced a space shortage during peak production times. The inventory was maintained
manually with minimal technological support, with which some delay in delivering orders
resulted. The temperature and ventilation control systems were in place, though they were not
sufficient to absorb peak loads, especially in summer months. The personnel revealed the lack of
regular training on modern warehousing practices and technologies.

With regard to packaging habits, locally available materials were used for packaging and adhered
to basic quality requirements, but a lack of innovation was noted when compared to global
competitors. The design on the packaging was utilitarian but not eye-catching, with the potential
to impact the visibility of the brand. Staff pointed to inconsistencies in pack sizes and labeling as
issues that had caused the odd customer complaint. The processes used for packaging were semi-
automatic; however, breakdowns on the machinery often resulted in bottlenecks.

The interface between the warehousing and packaging functions was poor, and this would
typically result in delayed shipment of finished goods. The use of integrated computer systems
for coordinating activities between the two critical functions was minimal. Secondly, despite a
majority of employees expressing a desire to undergo training, formal programs were irregular
and voluntary. Technology usage was low, with processes relying primarily on manual tracking
and decision-making.

4.2 Conclusion
The research findings revealed that although Maaza Mango Juice possessed rudimentary
warehousing and packaging systems, there were several areas that required significant
improvement. Redundancy of state-of-the-art technological tools and absence of
interdepartmental integration contributed to operational inefficiencies. Although the packages

15
worked efficiently, they were not competitive in terms of their outlook, which may impact
consumer perception. Moreover, employees were an integral part of these processes, although
training and up skilling programs were limited.

With these realities in consideration, research concluded that improving infrastructure, adopting
new technologies, and investing in human capital were required to enhance Maaza's warehousing
and packaging activities. These are likely to enhance product availability, operational efficiency,
and customer satisfaction

4.3 Recommendations
The study proved that although Maaza Mango Juice possessed simple warehousing and
packaging systems, there were several aspects to drastically improve. Redundancy of state-of-
the-art technological equipment and absence of interdepartmental coordination were some of the
reasons contributing towards inefficiencies in operations. Although the packages were effective,
they were not competitive in terms of looks that could shape consumer attitude. Moreover,
workers were an integral part of these processes, although training and up skilling programs were
minimal.

With these facts in context, research concluded that it was necessary to improve infrastructure,
adopt advanced technologies, and invest in human resources to improve Maaza's packaging and
warehousing facilities. These are likely to enhance the supply of products, operation efficiency,
and customer satisfaction

16
Reference
 Ballou, R. H. (2004). Business logistics/supply chain management (5th ed.). Pearson
Education.
 Bowersox, D. J., Closs, D. J., & Cooper, M. B. (2012). Supply chain logistics
management (4th ed.). McGraw-Hill Education.
 Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
 Rushton, A., Croucher, P., & Baker, P. (2017). The handbook of logistics and distribution
management (6th ed.). Kogan Page.
 Selke, S. E. (2012). Packaging and the environment. CRC Press.
 Twede, D., & Clarke, R. H. (2004). Packaging logistics and retail market response.
Packaging Technology and Science, 17(4), 231–239. https://doi.org/10.1002/pts.683

17
Appendix

Section A: General Information

 Name of respondent: __________
 Position in the company: __________
 Years of experience in warehousing/packaging: __________

Section B: Warehouse Assessment

1. How would you rate the current storage conditions (temperature, humidity control)?
 Excellent / Good / Fair / Poor
2. What inventory management system is in use?
 Manual / Semi-automated / Fully automated
3. How often is stock rotated?
 Daily / Weekly / Monthly / Other (specify)
4. Are there challenges in space management in the warehouse?
 Yes / No. If yes, please describe: __________
5. Have you faced issues related to stock spoilage or expiry in the past year?
 Yes / No. If yes, how often? __________

Section C: Packaging Assessment

6. What type of packaging is used for Maaza mango juice (materials, design)?

7. Is the packaging adequate in protecting the product during transport?

 Always / Sometimes / Rarely / Never

8. Are packaging materials sourced locally or imported?

 Locally / Imported

9. What are the main challenges faced in the packaging process?

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  Cost / Durability / Supply delays / Others (specify)

10. Are packaging processes manual, automated, or mixed?

 Manual / Automated / Mixed

11. Have there been complaints from customers about packaging issues?

 Yes / No. If yes, please specify: __________

Section D: Suggestions and Improvements

What improvements would you suggest for warehouse management?

What improvements would you suggest for packaging?

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