A Dissertation submitted to Mzumbe University in fulfilment of the requirement for the award of Masters of Business Administration – Corporate Management (MBA-CM) of Mzumbe University.This study has explored the impact of new tax measures on revenue collection in Tanzania. The study has employed use of case study research design and was centred within the context of new tax measures on personalized vehicle number plates as a case study. It involved interview with 55 drivers and collection of quantitative data from 15 tax administrators through questionnaires. The data obtained were analysed and presented in a cross tabulated and descriptive form and a simple agreement mean percentage was used to establish statistical associations between variables. The results indicate that the trend of tax revenue performance in the past three years suggests positive effect of new tax measures on tax collection in Tanzania. In 2014/15 revenue performance was 94.5%, but this has been surpassed by tax revenue performances against set targets in the past three years were in 2015/16 was 105%, in 2016/2017 was 107% and in 2017/2018 was 108%. In the same period the high tax rates have negatively impacted personalized vehicle on plate sales and tax revenue collection. Based on the study findings the strategic thinking to improve performance of new tax measures includes; rethinking on more creative and innovative ways of extending tax bases, expanding the scope of personalized vehicle plate, continued taxpayer education, public marketing communication, to strengthen customer relationship management, and ensure that tax is collected from all possible collectable sources. The findings have indicated high feasibility of extending personalized plates to other potential groups including motorcycles, tri motorcycles, and executive hotels. Conclusively, the study findings have indicated a general impressive positive impact of new tax measures on a net tax revenue collection. Taking personalized vehicle plates as a new tax measure high tax rate imposition had negative effect on tax returns. Key recommendations of the study include; (i)extend personalized number plate to other potential tax payer groups like motorcycles, tri motorcycles, and executive hotels, (ii)collecting tax from all possible collectable sources, (iii)redesigning the price of personalized and if possible the prices of a single plate should be determined by type or model of a given car.