Distribution channel and performance of bakery firms in Cameroon : case study of Boulangerie Calafatas (BC) Yaounde

Abstract

The title of this research work is ‘Distribution channel and performance of bakery firms in Cameroon: Case study of Boulangerie Calafatas, Yaounde’. Its main objective is to examine the relationship between distribution channel and performance in the bakery firm, an area that has been neglected. To investigate this relationship and its impact, data was collected with the help of a questionnaire and interview guide within the framework of the observation and fieldwork methods. The data was then analysed using the Statistics Package for Social Science (SPSS). Results obtained indicate that there is a weaker correlation between distribution channel strategy and performance. This weak correlation is due to the fact that some of the bakery firms have not yet tried the strategy of extending sales points. Calafatas like many other bakeries could boost their performance further if its distribution management innovates by identifying and establishing sales points in strategic neighbourhoods. This will not only increase visibility and outreach, but will also increase profit and boost performance.