Karatu Coffee Company in Tanzania: What Strategy Next? (Simplified Chinese version)
商品編號：W28321
出版日期：2022/03/25
再版日期：2022/03/25
商品來源：
商品主題：Entrepreneurship; General Management/Strategy; International Business
商品類型：Case (Field)
涵蓋議題：country attractiveness;location;risk;industry analysis;farm;tourism
難易度：4 - Undergraduate/MBA
內容長度：13 頁
地域：Tanzania
產業：Accommodation & Food Services; Agriculture; Forestry; Fishing and Hunting;
事件年度：2018
In 2018, the founder and owner of the Karatu Coffee Company needed to decide what to do next with his company. He was considering several options: increasing the tourism part of the business, growing the original farm, pursuing a property development project in the capital city, or simply selling out and walking away. The company, located in Tanzania, began as a coffee farm, expanded into tourism with a remote, idyllic coffee lodge, and then brought coffee and tourism together with a bustling inner-city coffee house, which also housed a boutique hotel. The final phase of expansion included the purchase of high-quality coffee equipment and highly-prized roasting facilities to capture a larger share of the coffee value chain. The owner's decision would require insights into both the coffee industry and Tanzania itself.
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