Measuring Performance of Reverse Logistics

The East Africa Bottling Share Company(EABSCo), Coca-Coläs leading local independent franchise bottling partners, has commissioned a $50 million (ETB 800 million) to manufacture 750,000 recyclable bottles per day to meet increasing demand for Coca-Cola beverages in Ethiopia (Press release, Sept 2012). This research is aimed to measure the performance of reverse logistics in recovering PET bottles of EABSCo. Quantitative and qualitative research is employed. Both primary and secondary data gathered and analyzed. The study finding revealed although there is understanding and application of reverse logistics to recover asset such as Returnable Glass Bottles (RGB), this case does not indicated in terms of recovering post-consumer PET bottles. There supporting evidence unavailability legal enforcement in the country significantly affected EABSCo to engage in recovery of PET bottles through well established. There is evidence showing absence of legal framework is reflected on company¿s policy failure to embrace as must to do activities. This further implied for lack of recognizing recovering PET bottles as a key competitive of the company.