Challenges facing fruits companies to tap high value marketing in Europe
Tanzania has a relatively small economy and therefore provides limited growth opportunities for local companies in the domestic market. The companies thus need to internationalize if they are to expand. Denmark is one of the biggest emerging markets for mango products with an economically stable business environment. It might therefore be a highly promising market for the Tanzanian companies who are seeking to expand. However, entering the Danish market implies marketing challenges which are not easy to overcome. Therefore, the objective of this paper was to examine the challenges facing Bagamoyo Fruits Company Limited as a case study in the emerging markets, as well as the factors for successful entry in these markets. Semi-structured interviews were carried out at Bagamaoyo Fruit Company Limited in Bagamoyo, Tanzania and Aarhus, Denmark with four respodents internal (employees) to the company and three participants external to the company who are engaged in business with Denmark. The results of the case study are the challenges facing Bagamoyo Fruits Company Limited in the Danish market and the factors for successful penetration in these markets. The results are useful for the companies present in the emerging markets.