p.p1 the affordable beer brands aimed at recruiting consumers

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Tanzania Breweries Limited was founded in 1933 as Tanganyika Breweries and transformed to its current name in 1964 following the unification of Tanganyika and People’s Republic of Zanzibar and Pemba. The company is engaged in the production, distribution and sale of malt beer, non-alcoholic malt beverages and alcoholic fruit beverages. The Company operates through two divisions: Beer, and Wines and Spirits. The beer segment comprises clear beer and opaque beer. The Company own various liquor brands, such as Safari Lager, Kilimanjaro Premium Lager, Ndovu Special Malt, Konyagi, Castle Lager, Castle Milk Stout, Castle Lite, Peroni and Redds Premium Cold. 
The Company operates breweries in Dar es Salaam, Arusha, Mwanza and Mbeya and over eight depots throughout the country. The Company’s subsidiary, Tanzania Distilleries Limited, also distributes Amarula and various other international brands of wines and spirits. The Company’s subsidiaries also include Darbrew Limited and Kibo Breweries Limited.
TBL is committed to focusing on the following business strategic objectives:-
(i). To continue to engage with the Government to encourage adoption of a predictable policy with regards adjusting the annual excise rate by the rate of inflation. Such a system will stabilize prices for the consumers, the industry and the Government. It is a fact that for the past ten years increase of excise rate has been above inflation, forcing the Company to pass over such increases directly to the consumers, thus pushing up retail prices.
(ii). To enhance the company’s ability to influence consumer and retailer buying decisions by continually improving customer service levels, providing consumers with greater access to its full brand portfolio and providing consumers with optimal value for money products.
(iii). To develop the affordable beer brands aimed at recruiting consumers from the informal alcohol. Development and expanding Traditional Businesses like Darbrew and Nzagamba is the right way to tap this informal market.
(iv). To continue efforts to gain self-sufficiency through local sourcing by guaranteeing markets a fair price for their crops, and helping to improve quality and yields, through an integrated farming model that will meet both the company’s needs and those of the smallholder model. 
(v).To increase the company’s focus on giving its high performing staff opportunities to work in some of the key strategic areas to enable them achieve both professional and personal goals.
(vi).To promote exports of the selected TBL brands to neighbouring and other niche markets.
Business Processes
The first step, involves preparing wort by mixing the starch source normally malted barley with hot water, is known as “mashing”. Barley is responsible for the color, taste and aroma on beer and it is the dominant ingredient in all of TBL’s products. Most barley used in beer is malted before brewing, giving beer a toasted, bready, caramel or roasted taste. 
The second step involves mixing hot water known as “liquor” in brewing terms with crushed malt or malts known as “grist” in a mash tun. The mashing process takes around one (1) to two (2) hours, during which the starches are converted to sugars, and then the sweet wort is drained off the grains. Water is the unsung hero of beer ingredients. It does not get the recognition it deserve but beer consists of approximately 90% water.
The third step involves washing grains in a process known as “sparging”. This washing allows the brewer to gather as much of the fermentable liquid from the grains as possible. The process of filtering the spent grain from the wort and sparge water is called wort separation.
The fourth step is where sweet wort collected from sparging is put into a kettle, “copper” in brewing terms, and boiled, usually for about one hour. During boiling, water in the wort evaporates, but the sugars and other components of the wort remain; this allows more efficient use of the starch sources in the beer. Boiling also destroys any remaining enzymes left over from the mashing stage. 
The fifth step is where hops are added during boiling as a source of bitterness, flavour and aroma. Hops may be added at more than one point during the boiling process. The longer the hops are boiled, the more bitterness they contribute, but the less hop flavour and aroma remains in the beer.
The last step in preparation of beer involves cooling boiled hopped wort, ready for the yeast. Yeast is a living organism that is very important for beer’s taste as it has the ability to turn sugar into alcohol which transform the taste of wort into beer and brings the beer to life. Yeast is added to the hopped wort to allow for fermentation, in a process which requires a week to months depending on the type of yeast and strength of the beer. 
The brewing process usually takes four to six weeks.
Business Process Model 
 
Model Improvement to Reduce Operational Cost

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Use of advanced technology of filtering and sterile filling system. Hence, no need of using heat in stabilizing beer. This technology save the cost of energy used in beer stabilization process.
Reduction in the weight of glass bottles. Coors Ltd had attained a savings of more than 72 million pounds in glass bottles (Boland and Brester, 2004). This can be adopted by TBL and attain a considerable amount of saving.
Acquiring advanced technology that will automatically reduce labour as all the works that are labour intensive will be done by machines. This will have an impact in productivity efficiency and labour cost.
TBL can also improve the technology of producing beer by adopting cavitation process which helps improves the efficiency of the chemical processes that usually occur during the conventional boiling of the wort and hop mix.  This process have a significant energy saving as it used only 70% of the total energy that is required in a normal brewing process.

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