Export Strategies and Performance of Horticultural Products: the case study of Tanzanian Cut Flower Firms

Global demand for horticulture is large and growing particularly in markets that Tanzania is well placed to supply. For cut flower firms participating in exportation export strategies dictate their performances. The focus of this research was on export strategies and performance of horticultural products, in Tanzania cut flower firms. Different variables such as production and quality strategy, pricing policy strategy, government factor and promotion strategy were precisely analyzed in relation to the performance of the export firms. Analysis revealed strong-export strategies offered more room for firm to exert at their conventional level than other firms. Cut flower export firms could choose to ride the export strategies, exploiting them to gain more market share and advance their own firms. By having health interaction of these strategies, firms could also choose to position themselves in market. The result suggests that most of export firms are aware with the export strategies and they also use them to enhance the growth of their firms. Generally, findings support theoretical expectations. However, empirical research is recommended for other strategies other than those studied in this study for future research works.