Abstract

Strategic management models are increasingly being used as the lenses through which company problems are analyzed and in the design of effective strategic planning programs in developed countries. However, these models are rarely applied in industry and commerce of developing countries. This study used the Boston consulting group (BCG) matrix to analyze the market for export coffee in Rwanda. Data on coffee exports by destination over a period of 4 years (2005-2008) was used. Results of the study indicated that Rwanda coffee has predominantly been marketed to European destinations that include Sweden, Switzerland, Germany, France, UK and Russia and in general these markets increased by 287% over the last 4 years. However, coffee trade in Rwanda accounts for a small proportion (0.69%) in global export coffee market. If the role of export coffee to the country economic vista is to be consolidated, there is need to understand the social, economic, cultural, institutional and technological factors affecting consuming sub-populations in these countries. Appropriate promotional strategies for these destinations are also discussed.

Key words: BCG matrix, strategic marketing, coffee, Rwanda, Africa.