Tanzania: Open for business

Jeffrey Ninatubu Janabi

Student thesis: Diploma thesis


The African continent is finally beginning to show partials of the enormous potential which naturally should be linked with a continent of size and with the population mass of Africa. A number of international reports have lately forseen a substantial economic rise in the African region as seen on the Asian markets the last decade. The reports indicates that the present growth and high potential growth rate is primarily prompted by govern-ments actions to end political conflicts, improve macroeconomic conditions, create better business climates and increased access to international capital and their ability to forge new types of economic partnerships with foreign investors. Tanzania is highlighted as one of the countries in Africa that is expected to thrive forward on the basis of the above mentioned findings. The main purpose for this thesis is therefore to develop an adequate business case model that in a simple and effective way will outline and present Tanzania’s business potential for Danish investors that are looking to expand, invest or form busi-ness alliances in benefit of the country’s development and gain economic profits through new markets. Through the well acclaimed professor in Corporate Strategy and International Business, C.K. Prahalad’s theories on how to create business models targeted at providing goods and services to the poorest people in the world – the Bottom of the Pyramid – the busi-ness case model in this thesis evolves with five initial principles on how companies should develop products and services for emerging markets like Tanzania. This analysis con-cludes that products and service for emerging markets and bottom of the pyramid con-sumers have to be produced so that they are affordable, desirable and available in sense of the principles price, innovation, environment and sustainability, process innovation and education. The business case model also includes a series of relevant market entry strategies that effi-ciently cooperates with the five principles and gives a broad analysis of each strategy with its advantages, disadvantages and risks. The business case model has so far been used on two business cases, which have been presented to three Danish companies and investors with positive and encouraging output. One company has requested a meeting for a further outlining of the business opportunity, another has indicated significant interest for the business case presented and requested to be involved when more market based and technical information is available.

EducationsGraduate Diploma in Management Accounting and Process Management, (Diploma Programme) Final Thesis
Publication date2011
Number of pages139