Strategic management models are increasingly being used as the lenses through which company
problems are analyzed and in the design of effective strategic planning programs in developed
countries. However, these models are rarely applied in industry and commerce of developing countries.
This study used the Boston consulting group (BCG) matrix to analyze the market for export coffee in
Rwanda. Data on coffee exports by destination over a period of 4 years (2005-2008) was used. Results
of the study indicated that Rwanda coffee has predominantly been marketed to European destinations
that include Sweden, Switzerland, Germany, France, UK and Russia and in general these markets
increased by 287% over the last 4 years. However, coffee trade in Rwanda accounts for a small
proportion (0.69%) in global export coffee market. If the role of export coffee to the country economic
vista is to be consolidated, there is need to understand the social, economic, cultural, institutional and
technological factors affecting consuming sub-populations in these countries. Appropriate promotional
strategies for these destinations are also discussed.