Project Proposal Forgreen Petroleum
Project Proposal Forgreen Petroleum
Project Proposal Forgreen Petroleum
FEASIBILITY STUDY
FOR
ESTABLISHMENT OF PETROLEUM COMPANY
February 2018
Addis Ababa, Ethiopia
TABLE OF CONTENT
TABLE OF CONTENT..................................................................................................................2
EXECUTIVE SUMMARY.............................................................................................................4
1. INTRODUCTION...................................................................................................................5
1.1. Objective of the project...............................................................................................................6
1.2. Socio-Economic Significance of the Project.................................................................................6
1.2.1. Provide better service.......................................................................................................6
1.2.2. Source of Revenue...........................................................................................................6
1.2.3. Employment Opportunity..................................................................................................7
1.2.4. Benefit for Local Community............................................................................................7
1.2.5. Stimulate the Local Economy..........................................................................................7
1.3. Location and Premises Required..................................................................................................8
2. MARKET STUDY AND CAPACITY..................................................................................12
2.1. Market Study.............................................................................................................................12
2.1.1. Overview of Petroleum Industry in Ethiopia.................................................................12
2.1.2. Demand Analysis............................................................................................................14
2.1.3. Supply Analysis - Petroleum Products.........................................................................21
2.2. Plant Capacity and Production Program....................................................................................27
2.3. Pricing........................................................................................................................................27
2.4. Target Market............................................................................................................................28
2.5. Marketing Promotion and Strategy...........................................................................................28
3. TECHNICAL STUDY OF THE PROJECT.......................................................................30
3.1. Product/Service Description of the Company............................................................................30
3.2. Machineries and Equipments....................................................................................................31
3.3. Civil Engineer Building and Civil Works......................................................................................32
3.4. Proposed Business Legal Status & Sharing.................................................................................33
3.5. Utilities.......................................................................................................................................33
3.6. Project Implementation.............................................................................................................34
4. ORGANZATION AND MANAGEMENT...........................................................................35
4.1. Organization and Management.................................................................................................35
4.2. Man Power................................................................................................................................35
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Feasibility Study on Establishment of Petroleum Company
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Feasibility Study on Establishment of Petroleum Company
EXECUTIVE SUMMARY
1. Project Name Petroleum Company
2. Project Owner Green Petroleum Distributor PLC
3. Nationality Ethiopian
4. Project location Addis Ababa City and Awash town, Afar Regional State
5. Project Composition Petroleum distribution, depot service and fuel station
6. Premises Required The promoter already acquired a total of 5,409m2 (1,889m2 and
3,520 m2)
7. Total Investment Br. 45,560,000 of which 30% equivalent to Br. 13,668,200
Cost
financed by the owner equity and 70% equivalent to Br.
31,892,000 financed through bank loan
8. Employment The total manpower required for the project will be 96 employees
Opportunity
at full capacity.
Permanent workers 84
Skilled 50
Unskilled 34
Temporary workers 12
Skilled 2
Unskilled 10
9. Benefits of the Provide better service, Revenue generation, Employment
project For The
Opportunity, benefits local economy and stimulate local
region/ country
economy.
The Ethiopian economy has been registering extraordinary, double digit, and economic
growth for the last fourteen years (Mofed, 2017). When there exist fast economic growth
in one nation, the income of the citizen also increase this phenomena changes the life
style and modernization of the citizen.
In order to keep the economic growth long lasting, there should be parallel growth and
linkage in all sectors of the economy such as manufacturing and service (tertiary)
sector. The development of Petroleum Company as one part of service sector has a
great contribution to the economy in different ways.
However, the number of petroleum companies are limited (19 companies1) in the
nation. Hence, further investments in these areas are very vital for better service
provision for the citizens through that it supports the economic development by
supplying petroleum products for different sectors.
Therefore, the visible market gap, attractive investment policies and deep interest to
contribute for the development of birth town attracts the owners of the envisioned
project to establish Petroleum company in Ethiopia.
1
http://www.epse.gov.et
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The owners of this envisaged project has a good business experiences and very
ambitious to establish the company by expecting a good support and facilitation from
the regional government.
In line with the above main objective, the company has the following specific objectives;
To import and distribute petroleum products
To provide fuel station services in different parts of the nation
To provide depot facilities
The envisaged project deemed to contribute to the economic development of the nation
in general and the city/region in specific with following ways:
By providing quality petroleum products and supportive service, the project will satisfy
the demand of the customers.
1.2.2.Source of Revenue
As public policy of any nation, the government collects different forms of taxes from
different business organizations and individuals. Among the different forms of taxes,
business income taxes and payroll taxes are collected from undertaking business
activities. Therefore, the company will be serving sources of revenue for federal/regional
government.
1.2.3.Employment Opportunity
One of the problems that the country/Ethiopia faced is unemployment. Therefore, the
current objective of the government is working on tackling the problem of unemployment
and fostering the development process either through creating self employment or
employment in other organization. In this regard, project will hire 96 employees.
Besides, during the construction work of the project extra jobs will be created
particularly for local community in construction part
A. Project Location
The proposed company main office will be located in Addis Ababa City. One fuel station
will be located in Addis Ababa City, Nefas Silk lafto Sub City,Woreda 11, lebu area. The
site block no. 25, parcel 43, house no. 9999/264.
No. X Y
1 471502.3601 987624.1415
2 471503.1600 987598.9110
3 471503.2366 987678.1446
4 471543.5900 987575.5310
5 471544.2000 987598.3160
6 471544.8100 987621.1010
7 471502.8100 987624.1415
The depot and other fuel station is located in Awash town, Afar Regional State, which is
220kms far from the capital.
XY Coordinates
A 625898 991938
B 625942 991962
Strategically located to the central and largest market of the nation (Addis Ababa)
Relatively advanced development in infrastructure (Power, Water, Telephone
internet, road etc.
All asphalt road to the nearest market outlets
Availability of skilled labor force
High construction works are undergoing in the vicinity
The gate to port Djibouti
Conducive investment policy and governance
Environmentally fit for petroleum company
B. Land Requirement
The total land acquired by the company is estimated to be 5,409 M 2 (3,520m2 for Awash
town and 1,889m2 for Addis Ababa City). The premises acquired and land use plan is
indicated in table below;
The land lease period is 60 years for both area and lease rate 17. 50 birr and 5 birr for
Addis Ababa and Awash town respectively and the payment period is 20 years for both
area.
(EPSE) through third party suppliers. Upon receipt from third party suppliers, EPSE
stores the products at Horizon Terminal in Djibouti and then distributes the different
grades mainly Gasoline (Benzene), Gas Oil (Naphta), Kerosene, Light fuel oil, Heavy
fuel oil and Jet fuel to Oil Companies through a fixed margin structure set by the
government. In addition, EPSE imports Gasoline (Benzene) from Sudan. For the supply
of Ethanol-Gasoline bended fuel in Addis Ababa, initially the Government made an
agreement with Nile Petroleum, a Sudanese Oil Company operating in Ethiopia, where
the latter conducts blending of Gasoline with Ethanol (E5) at its depot in Sululta and
started distributes E5 to Oil Companies in the year 2009. Later on, in the year 2011,
with Libya oil established its blending plant at Akaki depot, the blend ration was
increase from 5% to 10%. In 2015 additional two companies start Ethanol-Gasoline
bending i.e, Yetebaberut Beherawi Petroleum Sh.Co. (YBP) and National Oil Company
(NOC)2.
Fuels pricing and revisions are made by the government on a monthly basis. Lubricants
and greases, however, are being directly imported by the Oil Companies with the
intervention of government in setting prices based on the global fuel price. The margin
set by the Ethiopian government on lubricants and greases is attractive as compared to
the slim margin on fuel. The country consumes 3.8 million tonnes of petroleum annually,
showing an increase of 10pc every year. Last year (2016), the Enterprise imported 3.4
million tonnes of petroleum products valued at 1.7 billion dollars, while the preceding
year’s import was 3.1 million tonnes with a cost of 1.3 billion dollars (Fortune Nov 04,
2017). Increased economic activity coupled with increased government spending in the
areas of infrastructure, power (mainly from consumption of fuel on construction of power
dams), mining and other sectors continues to further expand the demand for petroleum
products.
2
Biofuelsdigest August 20, 2015
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For long, few multinational oil companies with little competition to satisfy the increasing
demand had controlled the petroleum industry. Until recently, Shell, Mobil, Total and
Agip were the only companies engaged in the distribution of petroleum products in
Ethiopia.
Global strategies such companies adopt to focus on Oil & Gas exploration coupled with
their stringent operational Safety requirements has forced some of the multinationals
such as Mobil and Shell to move away from the distribution of petroleum products in
Africa. Currently, there are very few Oil Companies (19) engaged in the petroleum
business in Ethiopia. As compared to neighboring countries, Ethiopia has fewer number
of Oil Companies with less competition. A case in point is Uganda and Kenya where
over 50 independent companies are engaged in each countries in the distribution of
petroleum products with aggressive competition in the industry.
Despite persistent and increasing growth in the demand for petroleum products, the
network expansion (the number of outlets being built) and supply by existing Oil
Companies is not adequate. Recent trends in the exit of multinational Oil Companies is
further weakening the strength of the Oil Industry to service the growing demand of the
nation for petroleum products. In view of the current trends in economic growth and
government’s plan to invest millions of dollars in infrastructure, hydropower projects,
mining and others sectors, the current gaps between demand and supply in the
petroleum sector is wide. (messengerafrica May 4, 2017)
2.1.2.Demand Analysis
inputs used in these sectors. Since the last decade, the overall development of the
country and that of the end users in the country have been increasing.
In the process of demand analysis for petroleum products, 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 target markets and their general macroeconomic environmental
aspects.
The demand for petroleum products depends mainly on the performance of the end-
user i.e. transportation sector, construction, industries, power generation, agriculture,
population i.e. households. However, there are also factors such as government policy
and economic performance of the country, which affects the demand for the products.
Accordingly, the demand for petroleum products 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.
Among the factors that influence the demand for petroleum products, one of the critical
factor is identified to be economic growth leading to construction and infrastructure
development.
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 6.6 %, 20.0%, and 10.7% annual average growth rates
respectively.
The economic growth (GDP at constant basic price) for 2014 is estimated to be 10.3 %.
As per MOFED’s estimates, annual growth rates 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 industries have contributed
2.3 %, 2.7% and 5.3 % respectively.
The following table depicts the detail value added as percentage of GDP in each sub
sectors for the years 2010/11 to 2013/14.
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expected to increase as economic expansion continues which in turn will increase the
demand for petroleum products from different subsectors of the economy.
The economy has been increasing double digits for the past five years. As it is visible
everywhere, this double digit growth is mostly supported by the construction boom.
According to the Ministry of Finance and Economy, the construction sector of the
economy is growing at an average rate of 35.53% annually for the years 2011/12 to
2013/14 and where it registered a growth of 36.4% in 2013/14. Compared with the
national economy, the construction sector of the country has also been increasing at an
increasing rate. The value of the construction sector which was Birr 10.02 Billion in
2004/05 grew to Birr 47.5 Billion in the years 2013/14. The table below presents the
value of construction sector and GDP for the years 2004/05 while the figure following
the table presents the rate of growth of the value the construction sector and GDP.
Table: Value of Construction Sector and Ethiopian Economy (GDP) At Constant Market Price
YEAR CONSTRUCTION GDP
SECTOR
2004/05 10,023 271,799
The recent census has also revealed that 83.9 percent of the population resides in the
rural areas, while 16.1 percent were urban dwellers. The country is among the high
fertility nations with a total fertility rate of 6.9 children per woman. Over 45 percent of the
populations are below age 15, indicating that there is a large potential of women in the
child bearing age. Because of this potential population momentum, whatever
intervention measures are to be taken to reduce fertility, the growth of the population will
show a fast increase for some to come. In fact, assuming the growth rate will decline
from the current 2.9 percent per annum to below 2.0 percent by the year 2030, the
Central Statistical Authority of Ethiopia projected the country's population to be over 106
million by the year 2020 and nearly 130 million by the year 2030. The World Bank
projected the country's population to be over 122 million by the year 2020 and over 158
million by the year 2030. This implies that the population will double in less than a
quarter of a century and may triple well before year 2050.
The total population of the nation is similarly expected to grow which will in turn
increases the demand for petroleum products.
Urbanization
Urbanization is a development phenomenon that comes about with the development of
a country's economy in general and industrialization in particular. The rate of
urbanization is directly related to the demand for houses. It is expected that as a country
becomes more urban, more houses will be needed to accommodate the increasing
population in urban centers. In 1984 the urban population of Ethiopia contributed only
11.2 percent to the total population of the country (CSA, 1984). Over the ten years
between the two censuses, the proportion grew to 13.7 percent (CSA, 1999) and during
the recent census (2007) the urban population has further grown to 16.1%.
Accordingly, the rapid growth of population in general and urbanization in particular will
create a growing demand for construction of various buildings which in turn creates a
huge market potential for the products under consideration.
international oil companies namely, MOBIL, SHELL, AGIP and TOTAL. In 2018, the
number of oil distributing companies in the country has reached 19 .
In Ethiopia all imports of petroleum products are made via Djibouti and Sudanese port
by Ethiopian Petroleum Supplies Enterprise. Ethiopian Petroleum Supplies Enterprise
(EPSE) is a government body and has the authority and responsibility of supply
management of petroleum or fuel products; procure based on the standard and quality
set by Ethiopian Standard Agency (ESA), control quality and temporarily store at depot
in Djibouti and Sudan. EPSE is the sole government organ responsible for the country’s
fuel imports. The Enterprise buys petroleum products with open international tender and
sells it to oil companies that transport the products from ports to the mainland and
distribute them to the public.
Currently road transportation is the only means used to transport fuel. Fuel is
transported from Ex Djibouti and Ex- Sudan port to commercial and retail sites. The
figure below presents the Ethiopian fuel supply view which is 100% road based.
Source Feasibality study for Fuel Station in Boke Tiko town 2016
Currently, Ethiopia has no refinery and buys refined fuel only and imports in two routes,
namely Djibouti and Sudan. All products of fuel regular gasoline, gasoil, kerosene, jet A-
1 (aviation fuel) and heavy and light fuel oils are imported from Djibouti, while only
regular gasoline imported via Sudan
In 2014/15, about 2.8 million metric tons of petroleum products worth Birr 38 billion were
imported by the Ethiopian Petroleum Enterprise. As compared to previous year, total
value of petroleum imports decreased by 20.2 percent mainly due to a significant drop
in international oil price despite a 7.6 percent increase in volume of petroleum imports.
The table below presents the volume of import of regular gasoil, gasoil and kerosene for
the years 2005-2015.
As can be seen from the above table, the consumption of petroleum products shown a
general increasing trend with some fluctuation. Regular gasoil consumption reached
192,150 metric tons in 2015 from its level of 139,611 metric tons in 2005. Similarly,
gasoil consumption reached 1.4 million metric tons in 2015 from its level of 745,699
metric tons in 2005 while that of kerosene consumption increased 237,542 metric tons
in 2015 from its level of 212,550 metric tons in 2005. The figure below presents the
trend the consumption of petroleum products for the years 2005-2015.
Last year the country consumed 288,000 metric tons of benzene, two million metric tons
of diesel and 710,000 metric tons of jet fuel (kerosene). This year EPSE plans to buy
330,000 metric tons of benzene, 2.2 million metric tons of diesel and 820,000 metric
tons of jet fuel. But the Ethiopian government has long-term agreements with the
governments of Kuwait and Sudan to buy jet fuel, diesel and benzene from the two
friendly countries without tender. (The reported)
Source Feasibality study for Fuel Station in Boke Tiko town 2016
Source; http://www.epse.gov.et
Fuel stations in Ethiopia are owned either by the oil companies or individuals; stations
can be owned by oil companies but operated by individual dealers or stations can be
owned by individual dealers and operated by dealers themselves. However, in both
cases fuel stations are working with a specific or branded oil companies to distribute its
products. In 2018, there are about eight fuel stations in Ethiopia distributed throughout
the country.
Based on the market condition and plant capacity the project will depot 2,000,000 liters
petroleum and 1,200,000 liters of blending services per day at full capacity( at third
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year) 300 days of operation and three shift system .The first three years it is estimated
to produce at 60%, 80% and 100%. Hence the annual production and program for the
project is show in the table below.
2.3. Pricing
It would be important to examine the possible level of price based on the competitor’s
action. In this connection, the existing average prices of similar company were
assessed for the benefit of comparison. Based on the existing in the market. The firm
stetted the prices(with VAT) as follows;
1 Petroleum Products
1.1 Kerosene Liter 17.50
1.2 AGO (Disel) Liter 17.65
1.3 MGR (Benzen) Liter 18.80
1.4 Lubricant and oil Liter 90.00
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Construction companies
Power Generation
Agricultural companies
Manufacturing Companies
Mining
To reach customers different marketing ways will be used. Among the different
marketing strategies and tools for promotion controlling the market:
The Petroleum under discussion will have diversified marketing strategies that could
enable it come up with the different competitors in the market. Moreover, customer
satisfaction will be the key marketing strategy of the building.
Fuels, especially petroleum products, are currently the most widely used source of
energy in the world. The same international trend is true in Ethiopia as well. Currently,
Regular gasoline, Gasoil, Kerosene, Heavy fuel oil (HFO), Light fuel oil (LFO) and JTA-
1 are imported by Ethiopian Petroleum Supplies Enterprise (EPSE). Gasoil and gasoline
The depot and petroleum will start operation with a storage capacity of 600,000 liters. It
will stock and distribution various products such as regular, diesel, kerosene, light fuel
oil (LFO), and LPG.
Office Shelves
Telephone Set
Decoration(Curtain & carpet)
Micellaneous office Equpments
5. Vehicles
Pick uo
Mini bus
As indicated in part 1 the total land requirement for the project is estimated to be
5,409M2 for both sites. The area are planned to accommodate fuel station, depot, office
and other utility requirements as well as green areas and parking.
Company will construct 12X50,000 liter capacity horizontal tanks. The total capacity will
be 600,000 lit. The depot will have both loading and unloading facilities. On top of this
will have a fire fighting facilities.
Company will construct high standard fuel service stations in Addis Ababa Lebu area in
1,889m2. The station will have cafeteria, supermarket, Modern car washing facility and
other customer recreational services.
Company also will construct one new fuel station together with the Depot which will be
medium size. The station will also have cafeteria, supermarket and tyre service.
In general the buildings must be capable of being kept clean and provision should be
made for keeping the sewerages drained out properly and room temperature is attained
to keep healthy environment. In most environments, equipment should be totally
enclosed in a light structure: where the climate is suitable. A concrete floor, which can
be swept, is usual.
The site will be encircled by a chain linked fence fastened to concrete posts. The project
construction is designed by professional engineers and construction will be done under
close supervision and collaboration of the engineers.
The proposed legal structure of the business entity in petroleum industry as a private
limited company in the nation.
The proposed petroleum, and lubricant Marketing and Distribution business. The
company is assumed to operate on as a private limited company as it is mandatory for
an oil or gas company to register as a private limited company.
3.5. Utilities
A number of utilities would be put in place in order to ensure smooth functioning of the
envisioned petroleum company. These utilities include:
The project's implementation is expected to take 8 months. The major activities include
Bank loan processing, construction of the building, cleaning the area around the
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building, procurement of equipments and start rendering services. The time schedule for
the above mentioned major activities is presented below:
Table-Project-Implementation-Schedule
The total number of manpower, Manpower list, qualification and salary are listed in the
table below.
Sub-total 12 145,200.00
Total 94 1,431,600.00
Benefit(20% of the basic salary) 286,320.00
Grand Total 96 1,717,920.00
Employees under each unit will be supervised by the department head that is
accountable for the general manager. General Manager is appointed by the owner.
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Owner
General Manager
B. Service Management Department
This is the core department that has two main sections (Depot and Fuel station)
To render those outlined services of the project and manage the overall service
delivery system of the Petroleum and fuel station in line with the customer need and
satisfaction.
He/she will incorporate modern technological innovation that will facilitate the service
delivery of the depot and blending services that will increase customer’s satisfaction.
C. Administration & Finance Department
The Admin & Finance Department of the Petroleum company is responsible for
undertaking the following activities:
Manage the human resources and control employee’s activity
Will manage non human resources of the organization, which include: effective
handling of the different inventories and devise strategies of controlling against fraud
and damage.
Will provide the right material or inventory to the center with right price at the right
time.
Will plan, organize direct and control the financial transaction of the building by using
all the necessary documents.
Accountant and cashers that will collect money from the customers.
Will develop sound financial control system by developing modern financial control
systems.
Will prepare the annual financial statements and prepare condensed reports for both
the General Manager and other concerned government body.
Will handle the overall marketing activities of the organization which include
planning, organizing, directing, and controlling.
Will develop the marketing strategies.
Will develop effective customer handling strategies
Plan and execute the promotion mix
5.1.1.Fixed Investment
C. Vehicles
SN Description Qty Unit Price in br. Total Price in br. Remark
1 Pick up 1 600,000 600,000 Duty free
2 Minibus 1 500,000 500,000 Duty free
Total 2 1,100,000
D. Office Equipments
F. Pre-Service Expense
SN Description Cost in Br.
1 Project proposal 25,000
2 Environmental Impact Assessment 50,000
3 Worker capacity building 100,000
4 Promotion and advertisement 200,000
5 Licensing fee and others 10000
Total 385,000
The total cost of raw materials and input is Birr 985,774,625 at full capacity which is 20
cents of profit margin per liter.
As indicated in part 4.2 (Manpower) of this study, the total cost of salary and wage is
estimated to be Br 2,440,972.80
5.3.1.Underlying Assumption
The financial analysis of the envisioned Petroleum Company is based on the data
provided in the preceding sections and the following assumptions.
A. Construction and Finance
B. Depreciation
Building 5%
Machinery and equipment 10%
Office furniture 10%
Vehicles 20%
C. Working Capital
5.3.5.Revenue Projection
Based on the production capacity and program of the Petroleum Company indicated in
previous (Chapter 2), the revenue of the organization projected as indicated in the table
below;
SN Description Measurement Annual Unit Price in Total price in Assumption
Production Birr Birr
1 Petroleum Products
1,036,577,500.0
43,750,000.00 0
Fuel Station & Other
2 facilities rent
Fuel station and other Br. 70,000 per
2.1 facilities rent in AA Station _ _ 840,000.00 month
Fuel station and other
facilities rent in Br. 20,000 per
2.2 Awash Station - 240,000.00 month
1,037,65
Total 7,500.00
5.3.9.Profitability
According to the projected income statement, the project will start generating profit in
the first year of operation. Important ratios such as profit to total sales, net profit to
equity (Return on equity) and net profit plus interest on total investment (return on total
investment) show an increasing trend during the lifetime of the project.
The income statement and the other indicators of profitability show that the project is
viable.
Currently the issue of environment and envelopment get due emphasis and thus every
citizen called exert their maximum effort for fighting against any negative impacts on the
environment so as to result in a win-win solution on common agenda that is creating
environmentally friendly business environment. Therefore, this Petroleum Company
project does not cause a negative impact on the environment.