Level: Level 6 (a)
Context/Scope:
Serengeti Breweries Ltd (SBL) operates exclusively in Tanzania and is the 2nd largest beer company with a market share of 17%. It is an integrated demand/supply business with 2 operational breweries in Dar and Mwanza, and a third one being built in Moshi, which is situated in the northern part of the country near the Kenyan border. SBL’s flagship brand is Premium Serengeti lager, which accounts for 85% of SBL sales volumes. The other beer brands are Uhuru and Kick. In addition SBL produces and markets Vita-Malt.
SBL’s 2 fully operational breweries in Dar es Salaam and Mwanza have a combined capacity of 1 m Hls. The 3rd brewery with a capacity of 0.5m Hls is under construction in Moshi and is expected to be ready for operations in H2 of F11.
Dimensions
Market Complexity:
SBL operates in a competitive environment and in a vast geography. The main player in the beer industry is Tanzania Breweries Ltd. (TBL), a subsidiary of SABMiller, who until recently were a third party manufacturer of EABL brands Tusker, Pilsner and Guinness. As a result of the cessation of the agreement between TBL and EABL, there is heightened competitive activity in that market.
Inflation rates remain high in Tanzania (7.5% expected in F11) and average income per capita is less than 1 USD per day. The GDP growth is estimated at 6.4% and is expected to grow to 7.1% as investment, trade and tourism pick up. There is growing consumer affluence and consumerism, giving rise to greater opportunities in our product categories.
Competitors – Main competitor is TBL
Regulatory - Wide range of regulatory gaps and operators who rarely play within the set regulations, illicit brews, tax compliance
Cultural - The alcohol market has a growing base of brews and locally made drinks that do not conform to set standards
Primarily responsible for pushing of Primary Spirits Sales through the Regional Specialized Spirits distributors and their divisional AD’s (ensuring stocks availability).
- Responsible for secondary spirits sales through stockists
- Responsible for direct management of selected key outlets within their division
- Act as focal points for execution of all planned spirits sales and activation programmes in their division
- Searching for new markets for our spirit brands in their territories
- Check and reinforce RRPs in their territories
- Work closely with ASMs and CRRs to ensure spirit brands are available at all levels
- Maintain good customer relations at all levels
Customer Relations Representative
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