Marketing FEASIBILITY STUDY
Marketing FEASIBILITY STUDY
Marketing FEASIBILITY STUDY
PROPOSED LOCATI ON:-ADDI S ABABA CI TY ADMINI STRATI ON BOLE SUB-CI TY; WOR.-13; H.N.BL_13_
644 St. B113_ 21
Table of Content I.
Annexes…………………………………..
Awareness of high quality baked goods is on the rise. Good bread is a rare combination of nutrition,
convenience, and luxury. Today's consumer has less time to create wholesome, handmade bread, but
increasingly appreciates the nutritional and sensory benefits it provides. Good bread provides fiber and
carbohydrates in a convenient, low fat form that is portable and delicious. Good bread never goes out of
style.
In this regard, the envisaged project is a newly established Ethiopian owned business founded by Mr .
Amdemikael Moges , who has been engaged in hotel services business for more than 5 years. The new
bakery project has intended to produce and sale bread and pastry products of high quality ingredients
using modern production techniques. In addition the company’s objective is to generate income for the
company by participating actively in the business environment with creating employment opportunities
for surrounding community. Currently, the project promoter has finalized researching the market and
has concluded that the intended business is an attractive investment. The planned production capacity
of the project is assumed initially based on two shifts with capacity utilization rate at 70%, 80%, 90%,
and 100% during 1 st , 2nd , 3rd , and 4th-5th years respectively.
Although there are many established competitors with in the vicinity where the underlying project has
planned to be located; it will possess an advantage that lies with the high quality of its products due to
specialization and artisan manufacturing. The main marketing focus will be of all community inclusive
and having an eye catching sign, the scent of fresh bread wafting out of the storefront, and periodic
printed advertisements.
After establishing the operation, the company will explore the possibility of making takeout and
delivering wholesale bread and baked goods to area restaurants and specialty retailers will also be
considered. Hence, the market for the products under consideration is projected to grow rapidly in the
coming years. The products will be supplied to high demanding domestic market and also will improve
the supply of breads to and improve the lives of local community through employment creation
The project totally needs Birr 6,805,818 , which intended to cover investment costs of working premises,
machinery, vehicles, working capital requirements, office furniture & equipment and raw material. Out
of the total estimated initial investment costs, approximately, Birr 4,646,818 will be expected from
owners’ equity contribution and Birr 2,159,818 for Purchase of Baking Machine with accessories will be
sought from external source as bank lease financing loan for which It is projected that principal and
interest on the loan will be paid over five years with annual interest rate of 11 .5%. Furthermore, the
financial analysis result, the business will generate positive net profit through entire years of operations.
Finally, Introduction and uses of this new producing technology has reliable positive impacts on
the overall development of the country in many aspects. In this regard, the company with its
2.1 Establishment
The business is a newly established Ethiopian owned business founded by Mr. BEDILU KASSAHUN
ALEMU having the main focuses on bakery of breads and pastries, The business promoters is at the
middle age of life, with having a good character and well appreciated personality among the society.
Besides, he has been engaged in hotel services business for more than a decade. The new bakery
project has intended to produce and sale bread and pastry products of high quality ingredients using
modern production techniques. In addition the company’s objective is to generate income for the
opportunities for surrounding community. He is educated and has acquired pertinent working
experiences of undertaking quality hospitality services and capable to implement proper business
management.
.
,
Producing breads and pastries using modern production techniques and technology through
creation of employment.
To generate sustainable income for the company in order to expand the operation and other
Become one of best quality food producers with sustainable profi tabili ty.
To achieve this vision, it has to be resolved upon a set of strategies and executing these strategies by
translating directly into the ability to serve the business vision and objectives. The company’s vision is to
be
realized through a team of professionals who have extensive work experience in the industry.
The company strongly believes that teams, not individuals are the essential unit of the
The company believes in societal support and community development, hence, all its personnel
Access to credit provision at lower interest rate as compared to the business’s ROI
;
Well established business with plenty of good-will as well as social acceptances that the
2.7
The envisaged business requires total investment of ETB 6,805,818. Out of this, the total equity
contribution is expected to ETB 990,675.94 including the initial owners’ equity. The remaining
investment cost about ETB 4,646,000, is sought to be found from external source as bank lease
financing,
which break-down is, partly for machinery import, equipment and vehicle purchase. On the other hand,
the remaining loan amount will be used to fulfill working capital requirement in connection to planned
production.
Products of the envisaged bread bakery will stand out from the competition due to their
uniqueness and outstanding quality. Most of the breads are unique in style, including Sourdough,
and traditional Ethiopian whole wheat bread, and flavored pastries. These breads are made by the
sourdough method which uses no added yeast. This method imparts a rich flavor, which can be
tangy or mild, as well as a toothsome inner crumb and a crackly crust. By using this method, a
skilled baker can create truly delicious breads without added fats or sugars, making many of
products 100% fat free. Sourdough breads also have an extended shelf life, remaining fresh for
The project will also offer specialty breads, which will be made in the sourdough way with the
addition of such luxurious ingredients as pastry with fresh ground pepper and dried spices with
roasted green fruits. Spent Grain Bread, made with barley leftover from beer brewing, is another
unique product that BEDILU KASSAHUN ALEMU bakery will offer. Two varieties of product
style will be offered fresh daily, a high demand product that is available nowhere else in the area.
The bakery project will also produce White and Wheat Sandwich Breads with soft crust and a
tender crumb for traditional Ethiopian Style food. As the needs of the customer change, so will
the lineup of its products. The bakery equipment is chosen with versatility in mind.
3.1 PAST SUPPLY AND TREND ANALYSIS
The bakery business in Addis Ababa comprises a large number of players that can be segmented on the
basis of their production capacity and a type of services they provide. The major partakers are those
considering the industry’s high fixed cost requirement , profitability is largely dependent on the
company’s ability to increase volumes of sales. The shortage of quality wheat bread in the domestic and
regional market is making the sector challenging and it adversely affecting the operations and
profitability
of bakeries.
According to CSA, 2013/14 report in Ethiopia there are 217 bakeries making same products of which
57% are held in sole ownership, 30% are PLC and 5% are share companies as shown in the following
figure.
During the years 2007 – 2016, the country consumed an average of 1,375,380 tons of bread
products out of which the Addis Ababa market contributed an average of 64%. The table below
presents the total supply of breads in Ethiopia for the years 2007 to 2016 and the share Addis
In the process of demand analysis and estimation for the product under consideration, a thorough
analysis of the set of factors that influence the marketing forces are essentially important and
necessary. The first step in the process involves the analysis of the underlying characteristics of the
Accordingly, the demand for Flours is a derived demand, which depends directly on the
performance of its major end users and other general factors, which commonly affects the products.
The following factors are identified to be determent of the demand position of the products under
consideration.
Urbanization
Accordingly, a throughout assessment of current status and future prospect of these factors is
done as follows.
Among the factors that influence the demand for Flours, one of the critical factors is identified to
products consumption has been correlated to economic growth in the developing world.
In Ethiopia as a result of the appropriate policy adopted by the government in recent years the
country’s economy is on a higher growth trajectory. According to the Ministry of Finance and
Economic Development (MOFED), the GDP of the country has registered an average annual
growth rate of 10.9 % during the last 11 years ending in 2013/14 which places Ethiopia among
the top performing economies in Sub-Saharan Africa. The agriculture, industry and service
sectors’ annual average growth was 9.0%, 13.8 % and 12.2% respectively.
According to MOFED, in the last four (2011-2014) Growth and Transformation Plan (GTP)
implementation period, the Ethiopian economy has also registered robust growth. In this period,
the GDP annual average growth rate was 10.1%. Agriculture, Industry and Service sectors have
The economic growth (GDP at constant basic price) for 2014 is estimated to be 10.3 %. As per
MOFED’s estimates, annual growth r ates of the major sectors, i.e. Agriculture, industry and
service were 5.4 %, 21.2 % and 11.9%; respectively and their shares out of the total GDP were
about 40%, 14% and 46 %, respectively. The registered economic growth (10.3%) was obviously
based on the contribution of wide range of economic activities. The contribution of these
activities by major industrial classification shows that Agriculture; Industry and service
The following table depicts the detail value added as percentage of GDP in each sub sectors for
(Table) page 12
Positive performance of the Ethiopian economy is expected to continue in the future. According
to the government’s “Growth and Transformation Plan” during the period 2016 – 2020 the GDP
of the country is expected to grow at an average annual growth rate of 11%. As a result, demand
for the products under consideration is also reasonably expected to increase as economic
expansion continues which in turn will increase the demand for Flours.
Population is a key driver of good and service demand. According to CSA, the population of Ethiopia
grew at an average annual rate of 2.6 percent between 1994 and 2007. As shown below, the number of
population is expected to be 129 million in year 2030 from the current number of 85.3 million. From the
projection, the number of population in year 2030 will be doubled of number of population which was in
year 1995.
20,000,000
40,000,000
60,000,000
80,000,000
100,000,000
120,000,000
140,000,000
1995 2000 2005 2010 2015 2020 2025 2030
If population increases then there will be high demand of goods and services. As the population
increases,
the demand for the residential houses will also increase which in turn increases the demand for the
C. URBANIZATION
As urbanization indicate people’s living st andard, it is a major factor for a higher demand of goods and
services. In Ethiopia, urban population growth rate is projected to increase by 4% annually, the major
contributing factor being the rural-urban migration. By the end of the 2009/10, the total urban
population
reached to 14.4 million, amounting 17.2% from the level of 11.7 million by the end of 2004/05.
Addis Ababa, Dire Dawa, Harar, Nazareth, Gondar, Dessie, Mekele, Bahir Dar Jimma and Hawasa are
assumed to be major urban areas of the country. As Addis Ababa is a capital city of Ethiopia, the city
holds the highest number of population followed by Dire Dawa and Hawassa. The table below explains
Hawassa 328,875
Mekele 273,601
Bahirdar 240,422
Nazareth 127,842
Gondar 112,249
Desse 97,314
Jimma 88,867
Total 4,697,172
Addis Ababa holds 65% share of the total population, 8% of the country lives in Diredewa and 7% of the
population lives in Hawassa. And Jimma holds the least number of populations of the country with 2%.
Consequently, the demand for goods and services is assumed to grow with the average growth rate of
urbanization.
The markets for breads are derived from the different factors, such as
Number of commercial and service rendering sectors, hospitality service providers, universities
Households
Cafes
A. PRODUCTS QUALITY
Product quality is one of the basic and most important marketing mixes that affect the success of
a the business. Product quality has two dimensions, i.e., level and consistency. Level means the
producer must first choose a quality level that will be acceptable in the target market and in a
level that comply with the quality of competing products. Consistency refers to the consistent
Good quality,
B. Pricing
Pricing a product is an important and critical activity since it is the major factor in determining
revenue. If a lower price is fixed, it will affect the profitability of the company, and if a higher
price is fixed, the product will not be able to stand in market competition and may be forced out
of the market.
Affordable pricing.
C. Channels of Distribution
The following are the main alternative distribution channels commonly used by producers to reach
consumers.
- Manufacturer Consumer
Accordingly, for the envisaged bakery by taking the nature of its product marketing under consideration;
both direct and indirect distribution is selected as the most appropriate distribution channel. Therefore,
at
least one factory-outlet shop is required to be rented in the premises of the envisaged bakery.
D. Promotion Strategy
In a competitive market, trade promotion should be made to persuade or to make a product attractive
for
end users. Such trade promotional tools include; credit and discount with the volume of products sold
etc.
The envisaged factory is recommended to offer discounts with the volume of product bought and credit
As the product of the envisaged project is entering a competitive market it has been assumed that
the cost of promotion will be 1% of the annual sales revenue throughout the operation life of the
project. This promotion expense has been included in the financial analysis part of this study.
The location of the envisaged bakery will be strategic as it is to be situated in an area where the
basic utilities such as electricity, water and telephone lines are available at reasonable cost.
Availability of infrastructure for transporting the raw material to the factory site and finished
product to the market are another advantage that the location selection will consider. In this regard,
the project will be located in Addis Ababa city administration, Arada Sub-city; Wor.-05, H.No. 083.
The business is a new establishment intended to establish bakery project mainly to produce and
The envisaged bakery project is assumed to be installed with high quality bread and pastry baking
machine having capacity of 5,000 Pcs of (250g) bread in 8 (eight) hours. With the assumption of 16
hours/day in two shifts, it expected to produce 10,000 Pcs/day as tabulated below. Furthermore, the
project has planned to start production program at 70%, 80%, 90% and 100% during 1st, 2nd, 3rd and
In Kg Kg 2,500 125
The envisaged production technologies are well-developed and in standardized process. The list
of machinery for the production of 5,000 Pcs of breads per 8 hours or 10,000 Pcs/16 hours for
breads with 250g each is shown in the Table below and related total cost of machineries as per
Pro-forma invoices shows that total of US$ 82,733.00 that equivalent to ETB 2,316,524.00 at
is produced from hard wheat or a blend of hard and soft wheat, while flour for cakes and biscuits is
milled
from soft wheat. On the other hand, Auxiliary materials required are input materials used in bakery
business. Hence, sources of both basic and auxiliary inputs are available from local/domestic market.
The
estimated annual cost of raw and auxiliary materials is given in the tables below.
The total plot area required for the envisaged bakery project for production plant is about 150 m
, out of
which the total area on which baking plants to be installed including spaces for storage of raw materials
as
The business will have standard office spaces for employees at Administrative level to meet business
4.6.3 VEHICLES
The company needs vehicles in connection with production process and performing marketing activities.
The project needs automatic power supply generator, which will be necessary to overcome
5.1 ORGANIZATION
In the proposed organization structure, the G/Manager will oversee the overall performance of
the plant while the day-to-day operation of the plant is led by Operations unit supervisor. There
shall be three departments: Production & Technical, Administration & Finance, and Marketing &
Procurement Departments. All the departments shall have two divisions. Quality controllers shall
be deployed under Production and Technical Department and will report to the general manager.
Profitability and success of any business organization depends on its success in sales. Sales
performance, in turn, depends on good knowledge and experience of the market. Therefore, it is
important to establish and staffing a market research division, whose main activities focuses on
market research and promotion. Thus, the proposed bakery business Organizational structure is
indicated below
(page 23)
5.2 HUMAN RESOURCE
According to the organizational structure, the human resource by category and qualification
including monthly and annual salary is summarized in table below. It is estimated that the
employee’s benefits will be 10% of the basic salaries and wages per annum
factory/bakery project, it is important that all the senior positions proposed be run by qualified
and well versed professionals in the industry. For the smooth operation of the envisaged bakery
project a total of 28 permanent employees are required that will cost the company a total of Birr
1,113,420 per annum including benefits. Table below shows Human Resource Requirements and
Related Costs.
The operational life of the project, a standard assumption of 5 years is considered. Hence, the
The annual repair & maintenance and Annealed parts costs of all fixed assets except vehicles as
percentage of total cost has assumed to be 1.5% while for vehicles it has been taken to 3% of total cost.
Based on the Business Income Tax Proclamation Number 286/94, the following depreciation rates are
Vehicles 20%
days of coverage needed for the different elements of the working capital. Hence, the minimum days
are
specified as follows:-
Administrative expenses 90
Selling Expenses 90
Accounts Receivable 30
Accounts Payable 30
The total investment and equity capital of the project are discounted at 11.5% over the project years
The project is assumed to be financed from external source as bank loan and equity contribution. The
type
of loan is further assumed to be a constant principal bank loan, with a loan repayment period of Five (5)
Projections are made based on above assumptions and all complete set of financial projections
are provided in this section. These projections include profit/loss statement, statement of cash
flow and balance sheets. The projections are prepared on an annual basis. Accordingly, the
The total investment cost of the project including working capital is estimated at Birr 5,941,459. Out of
this, cost of fixed investment is assumed to be ETB 5,006,574 as the major breakdown of the total fixed
Vehicles 2,000,000
The envisaged bakery project needs to have sufficient finance to cover initial working capital for
smoothest flow of activities. Hence, Summary of related working capital break-down is tabulated below :
Utilities 17,795
Insurance 18,212
As shown in table below, the total investment costs required for the project is estimated to be
approximately Birr 6.81 Million. Theses financial plan is based on conservative estimates and
sources. These are partly based on equity contribution of the promoters, i.e, about ETB 2.16
million and partly on the basis of funds to be received from external financer expected as bank’s
The total amount of bank loan including interest (at an interest rate of 11.5%) will be fully paid
back within five years’ time. Hence, the project expects disbursement of ETB 4,646,000 up to
end of November 2018; which is repayable in quarterly basis with equal installment amount of
ETB 308,686 at 11.5% interest per annum. The table below presents Loan repayment schedule.
0 4,646,000
6.4.1 PROFITABILITY
According to projected annual net profit from sales of its products, the envisaged project will
generate a net profit after tax of Birr 179,214 during its first year of operation and raises to Birr
2,696,982 in the 2nd year and it reaches Birr 5.09 million at the 5th year of operation. Net profit to
equity and net profit to total investment or return on investment (ROI) are all attractive. The table
The projected cash flow of the project shows that the project would generate positive net cash flows
throughout the operation years. The net cash flow generated by the project at the end of year-5 will
amounts to Birr 43.10 million which has been birr 4.80 million in the first year and 10.17 million during
year-2 of operation. This implies the pay-back period of the project will be expected during 3 rd period
of operations. Details are shown in annex.
The positive financial performances of the project are manifested in the balance sheet as well. As can be
seen from the projected balance sheet depicted in annex, the net worth of the project, which was about
Birr 6.80 Million at the beginning of the operation year, will rise to Birr 12.11 Million at the end of the
project life. Important financial efficiency ratios like current ratio, quick ratio, net working capital ratio,
assets to current liabilities, etc. all show that the project is highly liquid and has sound financial
The investment cost and income statement projection are used to project the pay-back period.
The economic impact of the project can be viewed in a number of ways. It can be viewed
through its specific impact such as employment generation and increasing government revenue.
Moreover, other benefits such as the creation of attractive environment for the development of
The project creates employment opportunities for 28 persons. Moreover, during the life of the
project it will generate an approximate of Birr 7.86 million over five year period in terms of
corporate tax and also contributes in the form of payroll tax. Furthermore the project will have
foreign currency saving effect to the country by exporting value added agri-products.
UTILITIES
INSURANCE
Utilities 17,795
Insurance 18,212
SUMMARY OF INVESTMENT
I NVESTMENT STRUCTURE
Less: Direct Costs of Good Sold 1,873,800 1,068,017 1,201,251 1,334,486 1,467,934
Expenses
Cash payment
Cash payment
Description Inv't Year (1) Year (2) Year (3) Year (4) Year (5)
Assets
Current Assets
Fixed Assets
Office Furniture & Equipment 140,850 140,850 140,850 140,850 140,850 140,850
T/Fixed Assets Befor Depn 5,192,374 5,192,374 5,192,374 5,192,374 5,192,374 5,192,374
Current Liabilities
Long-term Debt
Owners' Equity
Total Liabil. & Equity 6,805,818 6,971,763 9,500,272 9,956,602 10,423,053 12,109,338