Analysis of coffee export marketing in Rwanda: Application of the Boston consulting group matrix.


Edward Mutandwa, Nathan Taremwa Kanuma, Emmanuel Rusatira, Theophile Kwiringirimana, Patrice Mugenzi, Ignatius Govere and Richard Foti

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.

Share this article

Awards Nomination

Select your language of interest to view the total content in your interested language

Indexed In
  • Index Copernicus
  • Sherpa Romeo
  • Open J Gate
  • Academic Keys
  • CiteFactor
  • Electronic Journals Library
  • OCLC- WorldCat
  • Eurasian Scientific Journal Index
  • Rootindexing
  • Academic Resource Index