THE The Influence of Reverse Logistics Practices in Enhancing Competitiveness of Soft Drinks Companies in Tanzania: a Case of Kisima Pure Drinking Water

Evord Cosmas; Francis Muya

doi:10.7777/jiemar.v7i5.734

Evord Cosmas Department of Logistics and Business Studies, National Institute of Transport, Tanzania
Francis Muya Department of Logistics and Business Studies, National Institute of Transport, Tanzania

DOI: https://doi.org/10.7777/jiemar.v7i5.734

Keywords: Reverse Logistics, Reverse Logistic Practices, Re-manufacturing, Refurbishment, Recycling, Firm Competitiveness

Abstract

Abstract

The adoption of reverse logistics among soft drinks companies has been essential for transforming the industry from a linear model to a circular one, thereby gaining a competitive edge through improved reputation and cost-effective recycling. This article assessed the influence of reverse logistics practices on enhancing competitiveness in soft drinks companies in Tanzania focusing Kisima pure drinking water. Pragmatist philosophy with the descriptive design was used to select randomly a sample of 55 respondents that included managers and assistant managers. Questionnaires and in-depth interviews were used to collect data. Quantitative data were descriptively and inferentially analysed to obtain the mean, standard deviation and relationship between variables while qualitative data being analysed using content analysis. The findings indicated that refurbishment processes were attained through restoring used bottles, crates or equipment to a functional and acceptable condition for use, having clear procedures for inspecting and restoring returned packaging materials with appropriate tools and equipment for repair and improvements. However, regression results indicated an (R²) value of 0.542 signifying a 54.2% of the variation in the competitiveness of soft drinks companies in Tanzania, explained by reverse logistics practices like refurbishment and recycling. The remaining 45.8% was due to other factors not included in the model as nearly half of company success depends on other missing factors, like marketing, price or product quality while managing waste and reusing materials helps companies save money and attract eco-friendly buyers. Kisima pure drinking water consistently met customer requirements by responding effectively to changes in customer demands and market conditions thereby maintaining it competitiveness. It is concluded that for the company to maintain a strong market position compared to its competitors; efficient use of resources and delivering products in a timely manner are important. The study recommends Kisima pure drinking water to adapt its operations towards sustaining performance in a changing business environment by transforming operational waste into revenue streams, enhancing brand equity and fostering long-term customer loyalty.

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