The contribution of distribution channels to sales levels of the brewing industry in Tanzania: a case of Tanzania Breweries Limited

The general objective of this study was to examine the contribution of distribution channels to sales levels of the brewing industry in Tanzania. Data were collected through in-depth interview with Operations Manager and Distribution Manager at the head quarter in Dar es Salaam using a purposive sampling technique. Through content analysis the data were qualitatively analyzed. The findings show that distribution channels are key factors in influencing the sales levels of the brewing industry. It is therefore concluded that the Tanzania Breweries Limited optimized on the performance potential provided by an effective and efficient selection and use of distribution channels. It is recommended for brewing industries and TBL that as they set factors for selection of distribution channels they should do enough market research so as to know if these factors can be attained by the channel players. Since dynamics of doing business are consistently changing, hence becomes necessary for TBL to redesign their distribution channel system because if they do not do so may result to the decrease in sales levels or the increase in the operations costs in the long run.