Enhancing Export Performance through Developing Export Champion Products: A Lesson for Tanzania

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BWEMELO, G. S. (2015). Enhancing Export Performance through Developing Export Champion Products: A Lesson for Tanzania. Journal of Business Management and Economics, 3(9), 22–27. https://doi.org/10.15520/jbme.2015.vol3.iss9.142.pp22-27
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Abstract

As many countries including Tanzania strive making export a primacy, competition in the global market is becoming severe hence necessitating countries to develop strategies to survive under such fierce trade war. One of the approaches to securing export competitiveness is country branding by developing export champion products. This paper explores how champion products are developed and their possible impacts. Guided by the discrete choice theory of product differentiation, the paper discusses successful champion products from a few selected countries. The study reveals that an export champion product must satisfy the following conditions: (i) it is a premium good (ii) it is unique to a particular country and difficult for other countries to copy (iii) it must be rooted in the culture and life of a particular country. Thus, an export champion product is born when these conditions are combined with proper response to foreign market demands. The study further reveals that export champion products promote the country’s image and better export. The paper concludes that, by adopting champion product as one of export promotion strategies can play indispensable role to enhance Tanzania’s image and help our products to enter in the premium market. The paper recommends that the government should adopt the concept of champion product and establish a champion product strategy as one of the key pillars toward implementation of the national trade policy for a competitive and export led economy. Additionally, a comprehensive research to identify resources with potentials to be developed to champion products is recommend.

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