COMPETITOR

ANALYSIS
Competitor Analysis Research

JULY 12, 2022

SEGON-MARILL INTERNATIONAL MOVERS
www.segon-marill.com
By Lidya Gebru
Contents
Table of content ……………………………………………………1

List of Acronyms …………………………………………3

Chapter one: introduction …………………………………………………….4

Executive Summary …………………………………………………….4

Analysis questions …………………………………………………….6

Objectives …………………………………………………….6

General objective …………………………………………………….6

Specific objective …………………………………………………….6

Significance of the study …………………………………………………….7

Methodology …………………………………………………….7

Scope of the study …………………………………………………….7

Definition of key terms …………………………………………………….8

Limitations …………………………………………………….8

Required resource of the study ……………………………………………………9

Timeline …………………………………………………….10

Organization of the study …………………………………………………….10

Chapter Two: Competitor analysis ……………………………………………11

Definition …………………………………………………….11

When should we do the analysis? ………………………………………………….11

Identification of Competitors ………………………………………………………11

Chapter Three: Background of competitors ………………………………………12

Green International Logistics Service ……………………………………………...12

Panafric Global ……………………………………………………………..13

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Solomon Zewdu Shipping & Freight Forwarding Agent ………………………….15

Packtra ……………………………………………………………..17

Chapter Four: Digital presence analysis ……………………………………….......19

Objectives of digital media study ………………………………………………….19

Competitor Metrix …………………………………………………….19

Metrix table ……………………………………………………..20

Chapter Five: SWOT Analysis ………………………………………………….........23

Analysis table ……………………………………………………..23

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 List of Acronyms

SMIM – Segon-Marill International Movers

GILS – Green International logistics service
PAG – Panafric Global
IAM _ International Association of Movers
AACCSA _ Addis Ababa Chamber of Commerce & sectoral Associations
UNHCR _ United Nations High Commissioner of Refugees
UNICEF _ United Nations Children’s Fund
AU _ African union
UNECA _ United Nations Economic Commission of Africa
USAID _ United States Agency for International Development
FIATA _ International Federation of Freight Forwarders Association
IATA _ International Air Transport Association
EFFSAA _ Ethiopian Freight Forwarders and Shipping Agents Association
ELCoP _ Ethiopian Logistics Community of Practice
MoTC _ Ministry of Transport Council
FIDI _ International Federation of International Movers
FAIM _ Accredited International Movers Standard
WCA _ World Cargo Alliance

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 CHAPTER ONE
Introduction and Executive summary
This paper is a competitor analysis of Segon-Marill International movers PLC: “How Segon-
Marill improve its strategy to sustain its competitive advantage on logistic market and
confirm its position as a transformational leader in sustainable lifestyle?”. Segon-Marill is
established since 2000, and has been making its pathway in the country and internationally
as the leading Ethiopian moving company specialized in house hold effects, antiques and
fine art packaging as well as intercity moves of personal effects and office furniture with: -

Vision: To become a company that organizes itself to create a more connected world
through our service and service delivery culture.

Mission: to transform the way people move by providing stress-free and white glove
removal service culture through the integration of technology and passion for serving.

Values: our customers, our people and the company.

Segon-Marill International movers PLC has been renowned for delivering high quality
services with its own vehicles, warehouse facilities, and equipment & packing materials. We
are located near to Addis Ababa Airport Cargo Terminal, MACCFA House in front of St. Joseph
Church on the bole-kality ring road to meet the demands of our customers.

Segon-Marill international movers is dedicated to providing our customers with the best,
most efficient worldwide transportation and logistics services. Segon-Marill uses the latest
technology to provide information to clients and perform its daily activities. Follow-ups of
day-to-day operations are fully automated and customer can track their cargo through our
website.

Company Size
Over two decades of experience in the service. There are more than 150 employees in the
company, and generates revenue more than 2.5 million in sales.
The firm is headquartered close to Addis Abeba Bole International Airport and maintain 400
square meters closed and 800 square meters open yard that is securely fenced. The other
Segon-Marill warehouse is secured and guarded 24/7. It is comprised of a four-store building
covering a surface 400 square meters where the offices will be administered and of a well-
equipped and standardized warehouse facility which occupied a surface of 1,600 square
meters close to the Ethiopian Customs Authority terminal in Kality.

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Product/Services
o International move
o Commercial/private local move
o World Mobility
o Relocation
o Fine Art handling
o Records Management
o Storage Service

Authorized sales agent

o AGS
o Executive Relocation
o Pro Archive System
o JVK

Main Clients
o Germany Embassy
o US Embassy
o USAID
o UNHCR
o AU
o Unilever
o Boing
o Hayat Regency
o BGI Ethiopia
o ICS
o Lycée Gebre-Mariyam & others

Membership
o IAM
o AACCSA

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 Competitive analysis questions
• Who are our primary competitors?
• What product or service do they offer?
• What are their marketing channels?

Objectives of the study

General objective of the research

The objective of this work is to assess the current status of Segon-Marill International
Movers company with the aim of identifying the gaps and potentials, for the development
of the company.

Specific objective of the research

The main objective of doing competitor analysis can be summarized as follow:

• To study the market

• To predict and forecast organization’s demand and supply
• To formulate strategy
• To increase the market share
• To study the market trend and pattern
• To understand the current strategy strength and weakness of a competitor suggest
opportunity and threat that will merit a response.
• To identify what are the things doing wrong. This will give us an idea of gaps in the
market.
• To identify the way Segon-Marill service is different from our competitors and
establish our value prospection
• To have an idea what to expect for growth

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 Significance of the study
To the researcher
• Findings are going to be used for future research work
• To develop marketing strategy

To the organization
• The study will help Segon-Marill release the effect competitor analysis has on the
growth of an organization’s markets share.

To Potential Managers

• The study will be a source of reference on how to employ clear strategies.

• To make an investment decision.

Methodology
• Collecting of secondary data.
• Literature review
• Analysis to identify the gaps

Scope of the Study

The study is limited to Segon-Marill International movers’ company specifically in the
department of sales and marketing. The Aim of the study is to establish the effect of
analyzing competitors in increasing Segon’s market share.

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 Definitions of Key Terms

The researcher was using the following technical terms in the study as defined as follows:

• Logistics: - the activity of organizing the movement, equipment, and accommodation of

troops.
• Competitors: - are other businesses who can offer the same or similar goods and
services to your customers.
• Competitor Analysis: - is a strategy that involves researching major competitors to
gain insight into their products, sales, and marketing tactics. Implementing stronger
business strategies, warding off competitors, and capturing market share are just a
few benefits of conducting a competitive market analysis.

• SWOT Analysis: - is identifying core strengths, weaknesses, opportunities, and

threats leads to fact-based analysis, fresh perspectives, and new ideas.
• Storage: - is the activity of storing products at warehouses and logistics centers.

Limitations
• The first limitation of the study is collecting primary data, as we are conducting our
competitor’s analytics it’s difficult to address and collect significant questionnaires
from direct respondent by field research and survey.
• The other limitation of the study was getting their internal rate.
• The last limitation of the study was lack of reference and previously conducted
research on similar topic in Ethiopia context and the study try to address only the
side of secondary data not included the customer feedback of our competitors.

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 Required resources for the study
Having fresh ideas and cautionary tale at our fingertips help us stay dialed into what our
customers want. We can work on devising strategies to deliver those wants better than
anyone else. We have to use the following resources when we want to do a competitor
analysis.

1. Their Websites
So simple, what I found most useful is looking at how they are marketing themselves.
Consider comparing our website to theirs and ask ourself, who’s doing the best job of
speaking to the customer? What product/service do they feature? What specials do they
offer? What trend do they highlight?...

2. Review Sites

Customer review can be a goldmine for our competitor analysis. customers who take a time
to leave review are giving us tons of great materials. Anything your competitor is doing
wrong can show you what you may want to emphasize as a point of difference.

3. Online Search

We can start our competitor analysis by gleaning the basic information online location, hours
of operation… and we could also make a new connection with people who are covering our
industry.

4. Job ads
In addition to the fact that it's just flat-out interesting to see how our competitors present
themselves to job-seekers, we can also pick up useful information. If a competitor is hiring
for new positions, that means they're growing, and we can draw some conclusions about
how they're growing. Are they opening a new location? Are they adding people to their sales
force? Are they bumping up production?

5. Conferences and trade shows

Take the time to wander around and check out the ways in which our competition is selling
themselves. Conferences and trade shows let we know who's launching new products, what
trends are dominating and who the thought leaders in the industry are. Look not just at
what's being sold, but how it's being sold. Also, we may want to keep an eye out for

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alliances among your competitors as well as partnerships and connections with tastemakers
in our industry.

Timeline for the research

Two man-week up to four man-week.

Organization of the Study

The report is organized into four chapters. Chapter one was the introductory chapter that
covers the executive summary, competitor analysis questions and objectives of the study,
significance of the study, scope of the study and definition of terms. The second chapter
presents the definition of competitor analysis and identification of our competitors.
Background of our compettitors presented in the third chapter, and it includes their
company size, their product/services and their main clients. Chapter four digital presence of
our competitors. It includes Segon-marill digital presence and its competitor’s digital
presence analysis with matrix. Chapter five finally presents the SWOT analytics of Segon-
Marill.

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 CHAPTER TWO

Competitor Analysis
What is Competitor Analysis?
Competitor analysis is strategic tool that allows us to examine how our company stacks up
against both our direct and indirect competitors. Competitor analysis is a process of
identifying competitors in our industry and researching their different marketing strategies.
We can use the information as a point of comparison to identify our company’s strengths
and weaknesses relative to each competitor.

When should we do competitor analysis?

Since competitive intelligence is all about broadening perspective and learning to look at
situations from a competitor’s viewpoint, there’s no hard and fast rule as to when
competitor analysis should be conducted.
Nevertheless, it’s always better to be ahead of your competition’s plan with sufficient time
to react, maximize our strengths and exploit our competition’s weakness. Performing a
current competitor analysis is highly recommended in annual basis _ and on quarterly basis
for ideal result.

Identification of competitors
1. Green International Logistic Service
2. Panafric Global
3. Solomon Zewdu Shipping and Freight Forwarding Agent
4. Packtra PLC
5. Universal packers
6. Move One logistics

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 CHAPTER THREE

Background Information of competitors

1. Green International Logistic Service (GILS)
Company History
Green International Logistic Services (GILS) is a family owned and run premiere logistics firm
operating out of Addis Abeba. The firm is engaged in packing, moving, customs clearing,
freight forwarding, transporting, storing and heavy lifting of all types of household and
commercial goods to and from any part of the world. In its quest to be the cargo network of
your choice, the firm is also engaged in cargo insurance making it a one-stop shop for
anything cargo. With a large network of valuable partners, state of the art packing materials
and processes and a dynamic workforce up to speed on the latest in the logistics sector.

Location
Their head office conveniently located near Addis Ababa bole international airport is their
management hub where their worldwide operation coordination is executed.
VQVF+4M6, Addis Ababa, Ethiopia.

Company Size
Over 15 years of experience in the service. There are 50-200 employees in the company, and
their sales revenue is more than $5million.
Their firm is headquartered close to Addis Abeba Bole International Airport and they
maintain a 7000 square meters compound with an insured warehouse and container depot
close to the Ethiopian Customs Authority terminal in Kality.

Product/ services
• Packing
• Moving
• Storage
• Shipping
• Custom clearance
• Project’s goods handling
• Door to door service

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 Main Clients
 UNHCR
 IOM UN Immigration
 UNICEF
 World Food Program
 AU
 UNECA
 US Embassy
 USAID Ethiopia
 Jupiter Glass Industries PLC

2. Panafric Global (PAG)

Company History
Panafric Global established in 1993 G.C, Serving a growing base of customers around the
world, leading provider of multimodal transportation and logistics services. Their package of
value-added services includes international freight forwarding; intermodal trucking,
document preparation, cargo insurance provision, customs formalities, foreign collections,
freight consolidation and international trade management and consulting.
Vision: To be the first-choice professional logistics solution provider with distinct service
quality.
Mission: Be premium, dependable logistics solution, collaborate with first class, be a leader,
promote Ethiopia, be the investment choice.
Values: Always learning, safety & quality, Latest technology, core for environment

Location
PAG’s Headquarters is located in Addis; it has five branches Airport, Kality, Adama, Hawassa
and Djibouti.

Adama
Ethiopia Adama | Postabet Area | Adama Dashen Bank Building 4th Floor |P.O. Box 7408
|Adama , Ethiopia (GMT+3)
Airport
Ethiopia Addis Ababa |Airport Branch Office |Ethiopian Cargo Terminal 2nd Floor P.O.Box
7408, |Addis Ababa, Ethiopia (GMT+3)

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BLIZ
Ethiopia Addis Ababa Bole Lemi Industry Zone| Block# 3| P.O. Box 7408 |Addis Ababa,
Ethiopia (GMT+3)
Hawasa
Ethiopia Hawassa Industrial park | IPDC |OSS Building |2nd Floor|P.O. Box 7408 | Hawassa,
Ethiopia (GMT+3)
Head Office
Ethiopia Addis Ababa: Kazanchis| Tito street and turn to UNECA Road ◊ about 400 meters
Brown Glass Building to your left| Bete Berhan Building|8th Floor| OR |Tito street◊Guinee
Conakry Road ◊ Nib Bank◊ Ayat App. Building| Brown Glass Building to your left |Bete Berhan
Building|8th Floor|
Kality
Ethiopia Addis Ababa Kality Branch Office| Behind Crown Hotel| P.O. Box 7408|Addis Ababa,
Ethiopia (GMT+3)
Company Size
Over 27 years of experience in the service. PAG PLC has 163 permanent employees and 50-
70 temporary staff members and generates $29.83 million in sales.
• 3000 square meter warehouse and 7000 square meter warehouse under
construction

Product/Services
• Sea & Air freight service
• Special cargo handling
• Relocation
• Logistics consultancy
• Warehouse and distribution service

Authorized sales agents

 Lufthansa
 Turkish Cargo
 Jazeera
 Ethiopian Airlines

Main Clients
 H&M, Pittard’s (world class leather)

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  BGI Ethiopia, Castle
 Coca-Cola
 Dangote Cement
 DIAGEO
 Kobil
 MOENCO
 Total

Membership
 FIATA
 IATA
 IAM
 EFFSAA
 CTA
 ELCoP
 MoTC

3. Solomon Zewdu Shipping and Freight Forwarding Agent

Company History
Solomon Zewdu Shipping and Freight Forwarding Agent is a Shipping and Freight
Forwarding service provider in Ethiopia with more than fifteen years of experience in
shipping and freight forwarding business.
Their services Sol transit include shipping, freight forwarding, customs clearance, vehicle
import and hiring and consultancy services on shipping and freight forwarding issues,
customs clearance scenarios, tax advising and on import and export procedures in Ethiopia.
Vision: Become the leading shipping and freight forwarding agent in East Africa by 2020.
Mission: wants to render fast, reliable, cost effective and ethical services focusing on:
Shipping agency, Customs & port clearance, Freight forwarding, Vehicle Imports,
Consultancy.
Values: Delivering, door to door, value – value to our esteemed customers.

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Location
Hanna Mariyam ETHIOPIA, NEFASSILK LAFTO, WOREDA 11 Around Haile Garment on the way
to, Addis Ababa

Company Size
The company launched 17 years ago but penetrate the market before 2 years.

Product/Services
• Shipping
• Freight forwarding
• Packing and moving
• Customer clearance
• Warehousing
• Vehicle import and hire
• Consultancy

Main Clients
 UNICEF
 AU
 Republic of Namibia
 China Embassy
 Zimbabwe Embassy
 German Embassy

Membership
 JC Trans.net
 MOVERS P.O.E
 EFFSAA
 IAM

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 4. PACKTRA PLC
Company History

Established in 1991, Packtra PLC is a pioneer logistics company specializing in professional

Packing, Moving, Warehousing, Heavy-Lifting, Sea and Air Freight, Land Transportation,
Custom Clearing, Door-Door Services, and Transiting. Packtra owns different type of trucks
and as well special Trailers. For delivery and moving, Packtra has light vehicles and delivery
vans. For offloading and Re-loading purpose, cranes and forklifts are available anytime as
per the client request. Packtra has built up its visibility in the business community as a
Careful-Mover.

Vision: To be a center of excellence in freight forwarding service on an International and

regional scale.

Mission: The provision of socially and environmentally responsible Packing/Moving,

Warehousing, Heavy-Lifting, Clearing, Transiting and Transporting air-borne and sea-borne
freight at competitive cost and with speed to ensure competitiveness of business operators.

Location
Addis Ababa Stadium, Next to Ethiopian Red Cross Society, Addis Ababa, Ethiopia.

• Airport office at Ethiopian Airlines Cargo Terminal

• Comet office inside the major customs depot
• Djibouti branch office

Company size

Over 30 years of experience in the service. Packtra has 51-200 employees and got
revenue of $6.00 million. Packtra PLC is FIDI-FAIM accredited for its quality moving
service. Packtra PLC has large storage areas for transit goods, 4000m2 wall to wall
concrete warehouses for cargo and perishable items and a 7000m2 container depot,
which contributes to its simplified and smooth clearing operations. We have
embarked on improving and restructuring our services and management, with the
aim of delivering modern and efficient services to our customers. New and modern
multipurpose bonded warehouse facility is one feature of the improvements.

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Packtra self-own: -

• 2 strategically located warehouses

• 25 trucks for customer’s container export and import
• Mini vans & boxed vehicles for customer’s ex-factory export and import through
airport
• Forklift and crane of different capacity

Product/services

• Packing and moving

• Warehousing
• Heavy lifting
• Sea and air freight
• Land transportation
• Custom clearing
• Transiting
• Door to door service

Main Clients

 UNHCR
 Ethiopian Airlines
 Hilton A.A Hotel
 UNECA
 Embassies
 Guli Food PLC
 C&H garment
 MOFA
 AU
 Africa Development Bank
 Kajma road construction project

Membership

 FIDI-FAIM
 IAM
 WCA
 IATA

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 CHAPTER FOUR

Digital Presence
Objective of digital media study

The main reason why social media competitive analysis is:

 Will help us to organize our KPIs: - we will see how our content is doing in comparison
to similar service/brand with whom we oftentimes share very similar target
audiences. This in turn will help us establish our own business goals on social media.

 To know how often & best time to post on social Media.

Competitor Matrix
Competitor matrix is an industry analysis tool that compare the characteristics of multiple or
more competitors within our market segment to identify their differences, strengths,
weaknesses. The information helps us uncover our own competitor advantage and identify
opportunities to grow our business/company.

Purpose of Competitor Matrix

A competitive matrix chart is powerful tool that gives a clear picture of where we stand
compared to our competitors in the industry. This helps us to identify:

. Strengths and weaknesses of each competitor in the industry.

. What makes our brand unique and how we can leverage that.

. Gaps in our market segment that aren’t currently filled.

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 Competitors Website LinkedIn Facebook Twitter Instagram
Segon-Marill ● ● ● ● ●
Green Int. ● X X X X
Panafric Global ● ● ● X X
Solomon Zewdu ● ● ● ● ●
Pactra ● ● X X X
Move One ● ● ● ● ●
Universal packers X X X X X
Table 4.1

Segon-Marill International Movers:

• Website- have website but it needs to be updated/redesigned

• Facebook- Started in July 20, 2022
Post frequency: three times a week
High like: 401
High share: 12
High comment: 7
• Instagram- Started in: June 5, 2022
Post frequency: three times a week
High like: 11
High share:2
High comment;6
• LinkedIn- Started in; June 6,2022
Post frequency: three times a week
High like: 14
High share: 3
High comment: 1
• Twitter- started in: June 6,2022
Post frequency; three times a week
High like: 14
High share:1
High comment: 2

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Green International Logistics:

• Website- They only have website in digital presence. They didn’t use any social media
platform.

Panafric Global:

• Website: have well organized website including Quote request

• Facebook: Started in July 22,2020
Post frequency: twice a month
High Like: 39
High share: 13
High comment: 19
• LinkedIn: Started in March,2021
Followers: 225
Post: once a month
High like; 72
High comment: 12
High share: 3

They did not reply for comments in both platforms

Solomon Zewdu shipping & Freight forwarding Agent

• Website: Have website but it’s not well developed.

• Facebook: started: June 13,2015
Post frequency: once a Month
Followers: 1014
High Like: 42
High comment: 3
High share: 29
• LinkedIn: Started in April,2022
Followers: 50
Connection with: 48 persons
No post and activities Yet
• Twitter: Started in December,2020
Tweets/posts: 7
Likes: 1
No comment and shares or other activities
• Instagram: Photo uploaded: 5
Post: only once after launching

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 Likes: 7
No comment and share or other activities in this platform

Packtra PLC
• Website: have website without providing quote space
• They have only LinkedIn account but not active in performing.

Move One Logistics

• Website: have well organized website including quote & customer
message/compliant section
• Facebook: started November, 2009
Followers: 3403 people
High like: 3352 people
Engagement/buyer: 8 people
Post: daily and/or twice a day

• LinkedIn: Started: May, 2021

Followers: 26,155 people
Employees: 509 employees
Post frequently
Have their map in their page

• Twitter: started in August 2009

Followers: 2087 people

• Instagram: Started in August 2015

Posts: 479 posts
Follower; 474 followers

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 CHAPTER FIVE

SWOT Analysis

Strength Weakness

• Well-structured organogram • Information asymmetry by Sales and

• Significant customer in the market Operations team while communicating
• Best packing material quality internally as well as with clients;
• Having professional packing crews • Claim policies;
• Well organized and appealing • Over dependence on labour
warehouse • Transport damage
• Providing a niche service • Inadequate customer interaction after
• Good financial resource work done.
• Poor marketing and brand recall

SWOT
Opportunities Threats

• Register for membership like FIDI, • Price war

IATA, FAIM, EFFSAA… • External business environment
• Digitization (payment, • Covid-19 to remain a concern that deters
marketing…) foreign mobility
• Focus on expand the local move. • The political instability
• Use reusable packing material • Unpredictable rules and regulations
• Give competitive rate mainly for • Capacity Vs demand management
local move
• Improve the look and usability of
our website
• Improve retail channels
• Build strong marketing
Table 5.1

Price war- is market saturation the price war ensuing from it and numerous
logistics companies operating with lower cost.
External Business Environment- one of the major elements is the current fuel
cost of the country.

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THANK YOU!

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