Abstract: Developing successful strategy in distribution in today's fierce competitive environment is a complex undertaking. The general objective of the study is to establish the strategic role of distribution as a source of competitive advantage by fast-moving consumer goods firm in kenya. Specifically, the study addressed the following objectives:To establish the extent to which indirect distribution adopted by Fast-Moving Consumer Goods in Kenya can be source of competitive advantage.To establish the extent to which direct distribution adopted by Fast-Moving Consumer Goods in Kenya can be source of competitive advantage and To establish the extent to which Intense distribution adopted by Fast-Moving Consumer Goods in Kenya can be source of competitive advantage. This research adopted a descriptive research design. The researcher used a questionnaire as the primary data collection instrument.