EFFECTIVE CHANNEL SELECTION ON THE ACHIEVEMENT OF ORGANIZATIONAL OBJECTIVE (A CASE OF CHAMPION BREWERY UYO)

ABSTRACT This study examined, effective channel selection on the achievement on organizational. The specific objective is to examine the effect of channel design, channel administration and channel management technology on the achievement of organizational objectives of Champion Brewery Uyo Akwa-lbom State, three research questions and hypothesis Mias crafted to guide the study, A descriptive survey design was utilized for the study. 55 employees of Champion Brewery Uyo, constituted the population of the study from which a sample size of 48 was derived with the aid Taro ) amaneformula. Findings revealed that channel design have a significant positive effect on firm 's sales potential of Champion Brewery. Furthermore, findings revealed that channel administration have a significant positive relationship with sales potential. It was then concluded that channel selection is an important determinant ofthe sales potential offirms reason that every organization aims to make profit and the profit will be achieved if the organization as gather turnover. Recommendation were made, management of Champion Brewery Uyo should adopt those marketing distribution strategies that ensure the performance of the firm to improved and also the management should continue to examine their channel process and keep staff up and doing in term of the distribution channels of the organization.