Selected Factors Influencing Sales Performance of Cement Industries in a Competitive Environment in Tanzania:a case study of the Tanzania Portland Cement Company Limited and Tanga Cement Company Limited

The study examined selected factors influencing sales performance of cement industries in a competitive environment in Tanzania using case study of the Tanzania Portland Cement Company limited and Tanga Cement Company limited. Special attention was paid to the effect of selling prices and cement quality on sales performance of cement industries in a competitive market in Tanzania. The study also focused on the effects of advertising on the sales performance of the industry in a competitive market. The study involved 150 respondents from the Tanzania Portland Cement Company limited and Tanga Cement Company limited. Both qualitative and quantitative methods were employed in data collection. A combination of these methods ensured methodological triangulation which maximized the quality of the data collected.The study established that cement price, quality and advertisements influence sales performance in a competitive environment in Tanzania. The study findings revealed various factors that determine cement price. These are foreign currency depreciation, competition from other sellers, company cement production capacity, geographical location of an industry in relation to the market, company management decisions, cost of inputs, and forces of demand and supply. The study recommends that the government should provide subsidies to local cement producers and discourage the importation of cheap cement from outside producers by imposing higher tariffs to protect local industries. In addition, local industries should increase their production to increase their sales performance.