Analysis of export markets challenges and opportunities: a case of coffee export markets

The purpose of the study was to analyse challenges and opportunities facing Tanzanian coffee exporters. The study was conducted at Moshi municipal in Kilimanjaro region where most coffee export offices are situated. The objective of the study was to profile Tanzania coffee market based on their share and growth, to identify buyer’s requirements for each market segment and to determine constraints faced by Tanzanian coffee exporters in meeting buyer requirements. The study used data collected through in depth interviews and secondary data. Analysis of the secondary data was done using MS Excel and through thematic methods for data collected from in-depth interviews. The results show that Tanzania coffee export market is mainly comprised of Japan, German, Italy, Belgium and USA. The buyers’ requirements are; green bean, coffee certification, high quality coffee, consistence and reliability in quality and quantity, adhering to legal requirement and social and environmental requirements. The study highlighted a number of constraints which are dependent on rain fed agriculture, poor infrastructure, restrictive taxation regime, price fluctuation, political interference, government price announcement, and lack of capital, documentation, delay of coffee shipment, climate changes and inadequate availability of high quality coffee. It is concluded that more reform should be undertaken in order to increase the performance of coffee export.