Ethiopia Diaper Market Growth Potential
Ethiopia Diaper Market Growth Potential
1. INTRODUCTION
Diapers were invented in the 1930s, the product has continuously improved.
Different types of diapers manufactured around the globe include cloth
diapers, disposable diapers, training nappies, swim pants and biodegradable
diapers. Today’s disposable diaper is light, compact, very absorbent,
resistant to leaks and easy to use. In Ethiopia, too, the trend of using mass
produced diapers for babies is becoming common. However, the percentage
of diaper users stands at only five percent in Ethiopia, while in Kenya,
diaper users are more than 70 percent of the population.
2. Executive Summary
This section contains the basic concept that the promoters is attempting to
develop in the year 2021. All the necessary information that deserves to be
mentioned is included in this section.
2.1 Cardinal issues
2.1.1. Mission
“The owner's goal is to invest in quality both in its properties and in its
customer. Learning from the shortfalls of the existing plant of the same kind in
the country, the owner plans to reach full capacity within a short time and
expand his business with customer demand.”
2.1.2. Vision
“To leading industrial producer and investment activities in general and in the
production of quality disposable diapers products. This will be achieved by
becoming a multifaceted company committed to providing maximum customer
satisfaction.”
2.1.3 Objective
2. 1.3. 1 General Objective:
“The main objective producing of disposable diapers product project is to
creating self-job and ensuring sustainable income earning by providing customer
targeted products.”
2. 1.3.2 Specific Objectives:
The company also profit maximization is not the end objective by itself. The
owner also will run its business with the following specific objectives:
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E-mail: weselassiei@yahoo.com
The project is wholly owned by Ato Werkenh Fekadeselassie for the purpose of
establishing manufacture and sell disposable diapers factory. The project is
intended to bridge the huge demand and supply gap of this disposable diapers
product in the country.
The startup cost of the business will be Birr 25,858,110.00 from the total initial
capital, Accordingly it is proposed that 61% of investment on machinery, raw
material and other listed will be contributed from own equity and the remaining
39% will be secured from bank in the form of medium term investment loan at
16.75% interest rate for 5 years in quarterly base. These funds are goes to
starting the business and to cover operating expense of the first manufacturing
period. The confidence that the company is almost assured because the
enterprise’s members of the group are well trained in business activity which
gave them the ability to manage and lead the firm in excellent way.
2.5 SWOT Analysis
SWOT stands for strengths, weakness, opportunity and treats. A SWOT analysis
is a method of strategic planning that evaluates these four elements on relate to
our business objective. This can help to demonstrate our marketing strategy.
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2.5.1. Strength
Relationship selling: We intend to get to know our customers, one on
one. Our direct sales efforts will seek to maintain a relationship with
our customers.
Diversified customer base: We intend to obtain orders for our
products from a wide customer base. This will ensure lack of
dependency on one customer.
Low production costs: The costs of our products will be
approximately a third less than the famous brand names and end user
prices.
2.5.2. Weakness
A limited financial base compared to our country counterparts.
The introduction of new organisational practices and personnel who
have not previously worked together presents a challenge to the
organisation.
Our infancy dictates that wholesalers and other intermediaries might
be skeptical about our products.
2.5.3. Opportunity
Service as our intended target markets is in relatively accessible areas
we intend to be able to meet their requirements in the shortest
possible time.
Current drive by government towards encouraging the participation of
indigenous entrepreneurs and diversification of the economy presents
an opportunity that we may fully utilize.
Presently there are few reliable local manufacturers of disposable
diapers, with less than a handful currently on the market.
There also loan opportunity since government is more invested in
companies who invest in manufacturing sector. It gives loan priority to
the manufacturing sector.
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2.5.4. Threats
The “Foreign is good, local is poor” belief may present a difficult hurdle
to be overcome.
Existing competition both local and foreign; wholesalers and
institutions may express satisfaction with their current diapers
product.
The possibility of other start up diaper product manufacturer
companies; generated by healthy economic growth establishing in the
market.
Some raw materials are not found locally. So they should be imported
and since the country rate of export over import is low there might be
a problem of foreign currency.
With the objective of introducing the wide usage of such product in Ethiopia,
this project has planned to produce disposal diapers available for infants and
children that weight from 2kg to 17kg or from age 0 to 4 years old and the target
group for adults includes adults who have incontinence issues.
2.7. Technical and Technology Study
The machine responsible for the manufacturing process is a new and unique
concept. It is capable of producing different sized diapers, that is, small, medium
and large geriatric/adult and sanitary pads. It is capable of producing 350+/-
diapers per minute.
The one certainty in our industry is that technology will continue to evolve and
develop, changing the quantity that can be produced at any one time, as well as
its quality. Our aim will be to be aware of the implications of this new technology
and utilize it in our existing framework where possible. However our initial aim
will be to pay back the initial cost of the machine.
peoples need to eat outside has been increasing from time to time due to variety
of reasons. Many youngsters also don't cook indoor. Thus, demand for take away
food has drastically increased. In fact, the one of the business ventures in the
country with an almost certain success rate these days is opening cafes and
restaurants. This in turn has made the need for fast food packaging materials
imperative. In addition to this the country has shown an encouraging private
investment in almost all areas of economic and social activities. The private
sector has been motivated by free market oriented economic policy of the
government. To encourage the private sector, the government amended the
investment proclamation several times, which resulted in booming investment in
all sectors of the economy.
2.10. Location and the Potential Market
Location is one of the determinant factors in any business. The area chosen for a
given business largely depends on the type of the sub sector. The decision of the
site selection mostly depends on proximity to the target market.
The location of the project should be given due attention; because the site selection
has its own influence on the target market designed, the quality of the product and
cost of production. The establishment of the project under consideration is
planned to be at the town of Holeta which is 27 km west of Addis Ababa, with a
total plot of 10,000 M. sq owned by woy. Tsehay Tuji.
The location has very good road and electricity access and its proximity to the
capital city, which is less than 30 mins of drive, makes it an ideal location for
such business is a good site to easily transport the products from different directions.
The following are some of the reasons for selecting the area:
1. Proximity to the major potential market for the output, i.e. Addis Ababa
with an estimated more than 5 million residents,
2. Availability of relatively well developed infrastructural facilities such as :
Transportation network that connects the site to different parts of the
country,
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3. Market assessment
Ethiopia is one of the largest countries is sub-Sahara Africa. The country covers
1.112 million square km and occupies a large part of the horn of Africa. The
country endowed with unique culture heritages, impressive scenery and
sustainable climate with a total population of 90 million. Its capital Addis Ababa
is the venue of Africa being the seat of much international organization including
the united Nation Economic commissions for Africa (UNECA), Africa union, over
95 permanent residents of diplomatic missions, regional and international
organization, direct and indirect representative office.
3.5 Positioning
The business will position itself as it is the only factory marketing high quality
food packing in the Ethiopia.
The business marketing strategy incorporates a focus strategy that is, target a
specific target market. The project concentrates its marketing efforts on
attracting all those are engaged in business like Hotels, supermarket,
restaurants, café etc, that are motivated to live in growing, thriving
communities.
The promoter of this business will only engage to satisfy to the need of the
customer without fail. They like to be a superlative manufacturer in the country.
They are ready to fill the serous short fall of the demand.
The promoters select a special expert on the field of this disposal diaper factory
industry. The selection was made with a serious study the selected person has a
good selling experience with a lot of customers like hyper market, supermarket,
pharmacy stores, retail shops, online channels etc,
The owner utilized a through due diligence process prior to selecting this
manufacturing sector. By doing their homework can competitively set price.
Knowing the market gives the owner the competitive edge over other competition.
The business marketing strategy incorporates a focus strategy that is, target a
specific target market. The project concentrates its marketing efforts on attracting
all those are engaged in business like Hotels, supermarket, restaurants, café etc,
that are motivated to live in growing, thriving communities.
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The following table represents the estimated sales from the food packaging
production. The forecast show the sales started from 7.5 million amounts for the
first year on average and grow it at the rate 0.25 % of sale for the three years and
0.3% for the next remaining years.
In million’
Description Year 1 Year 2 Year 3 Year 4 Year 5 Year 6
2,250,000.0 2,812,500. 3,515,625.0 4,570,312. 5,941,406. 7,723,828.
Lunch Boxes
0 00 0 50 25 13
1,500,000.0 1,875,000. 2,343,750.0 3,046,875. 3,960,937. 5,149,218.
Circular Shaped Trays
0 00 0 00 50 75
1,125,000.0 1,406,250. 1,757,812.5 2,285,156. 2,970,703. 3,861,914.
Rectangular Shaped Trays
0 00 0 25 13 06
1,875,000.0 2,343,750. 2,929,687.5 3,808,593. 4,951,171. 6,436,523.
Partitioned Boxes
0 00 0 75 88 44
750,000.0 937,500. 1,171,875.0 1,523,437. 1,980,468. 2,574,609.
Dip Rectangular Containers
0 00 0 50 75 38
Total 7,500,000.00 9,375,000.00 11,718,750.00 15,234,375.00 19,804,687.50 25,746,093.75
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4. Highly breathable outer layer. Unique breathable design, not tight and
stuffy, keep baby comfortable;
5. 3D cutting. According to ergonomic design, protect the healthy growth of
baby's legs;
6. Pure cotton, with elastic waist design, for the baby's personal and
comfortable protection;
The study adopted a cost plus profit approach in determining the selling price
which in set to be just below the existing local market price. The project will utilize
competition based pricing in which price are based in the market. The market is
through due diligence. The price should be revised according to the market
completion cost of raw material and foreign currency rate fluctuation.
The processing and distribution sector in the county and the image builds so far
would be of paramount importance for the success of organization marketing
and commercial activities. The company produces five types of output and sales
revenue is given in details below based on the assumption stated.
Lunch Boxes
Raw Material Output
Processed
Partitioned Boxes
The following table represents the estimated sales from the food packaging
production. The forecast show the sales started from 7.5 million amounts for the
first year on average and grow it at the rate 0.25 % of sale for the three years and
0.3% for the next remaining years.
In million’
Description Year 1 Year 2 Year 3 Year 4 Year 5 Year 6
The company produces five types of output each estimated product have
describe in terms of type, price, quantity and revenue listed are shown below in
details. Price of each product grows it at the rate 5% of the product price for
three years and 0.1% for the next remaining years.
According to the management and organization structure the project will create
new job opportunities for at least 42 employees when it starts operations. All
employees will be recruited from the local market. Some are professional; some
are clerical and other are non-clerical (un-skilled employees). The list of employs
required for the project is listed herein below in accordance with their positions
and their corresponding monthly salary.
5.3.1 Skilled Manpower Requirement
No Position No. required Qualification Monthly salary Annual salary
.
1. G/ Manager 1 BA Bus. Adm. 15,000.00 180,000.00
Total 0 0.00
Total 0 0.00
5.4 Management Profile
The promoter of the project, W/ro Tsehay Tuji, she is an Ethio – Canada business
women who is graduate of accounting with working experience of 4 years as an
employee of Ethiopian Water Works Construction Authority, this has benefited
her to have effective management and control over her business activities. She
has been actively engaged in various business activates in Ethiopia and Canada
since 1987. Some of the major business she has been engaged include import
and export of various merchandize, running a stationary shop, export business in
Ethiopian traditional food and cloths as well as import & trade in house wares
and kitchenware items. W/ro Tsehay is currently engaged in retail trade of
Ethiopian traditional foods in Canada. With average annual turnover of CAD
300,000.00, her business is one of the major players in Ethiopian traditional food
sector in Canada. As per the organizational chart of the company, there are
different departments under the GM.
The management team of the company are experienced and qualified in their
respective fields.
N.B *Pre operating costs include project implication cost such as installation,
startup, commissioning, project engineering and management etc. and Bank loan
will be approve up to Birr 10 Million.
As part of the synergy effect the company enjoys in expanding in the same
business area, the additional office furniture procurement as the project enter to
production level are set in the following table.
No Description Unit Quantity Unit cost Total cost (in Br.)
Office and plant furniture No
1 Tables “ 8 2,500.00 20,000.00
2 Chairs “ 18 1,200.00 21,600.00
3 Guest sofa “ 4 5,000.00 20,000.00
4 Shelves “ 5 4,500.00 22,500.00
5 Filing cabinet “ 8 3,000.00 24,000.00
6 Safe deposit box “ 2 4,500.00 9,000.00
7 Brief case “ 3 800.00 2,400.00
8 Fax machine “ 2 7,500.00 15,000.00
9 Computer with printer “ 15 7,500.00 112,500.00
10 Electrical Calculator “ 3 2,400.00 7,200.00
Total 0.00
6.3 Machinery and equipment
The machinery and equipment required for the operation of the project are
import from foreign market. The following tables depict the associated costs.
No. Description Quantity Unit cost Total Cost Total Annual cost
(@23.1015 Rate)
6.5 Vehicle
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Vehicle used for transport service for our employees and distribution of the
products to our customers.
No Description Quantit Unit cost Total cost (in Br.)
y
1 Tata star bus for employees service 1 1,700,000.00 1,700,000.00
2 Vehicle used for General Manager 1 850,000.00 850,000.00
3 Vehicle used for product distribution 3 750,000.00 2,250,000.00
Total cost 0.00
I. Utilities Expenses
The main utilities needed for the operation of the plant are electricity and water;
electricity will be required to the machinery and office equipment, as well as for
lighting of production hall, store buildings, offices and other buildings.
Included in the expenses under this title are annual legal & license expense,
employees uniform purchase expenses and annual insurance cost of plant
properties expense as shown below.
i. Legal & license annual expenses
ii. Employees uniform purchases
iii. Annual insurance cost of plant properties is determined as follows
Building /civil works
Plant machinery and equipment
Vehicles
Accordingly the annual factory overhead costs are estimated to be Birr 195,
000.00 for the first year and are expected to increase by 5% for two years than
after increase by 10% because of additional equipment will be consider at the 3 rd
year which increase insurance expense furthermore. Annual factory overhead
costs of the envisaged project are depicted in the table below together with the
assumption used:
No. Description Annual cost Assumption Used
1 Property insurance 120, 000.00 Estimate/year
2 Legal & license fee 3,000.00 3,000/year
3 Working uniforms 12,000.00 Estimate/year
4 Fuel & lubricant 60,000.00 5000/Birr/month
Total overhead cost 0.00
The financial analysis and evaluation have been made for a period of 6 years only
during which time most of the office furniture and equipment are assumed to be
fully depreciated, loans are settled payback period accomplished and excess
revenue over and above the investment value will be generated.
1. Annual salary and benefit is Birr 1,241,600.00 for the first year and assumed
increase by 10% annually
2. If is assumed that the plant will operate in one shift (8 working hours) for 288
working days per annum
3. Utility expense such as electricity, water, telephone, postal service and other
will charge to company estimated Birr 114,000.00 per annum and expected to
increase at a rate of 5%
4. Office supplies expense will be Birr 42,000.00 per year and expected to
increase at a rate of 10%
5. It is assumed that inventory increase by the first two years by 50% then after
increase at a rate of 75%
6. Accordingly the annual factory overhead costs are estimated to be Birr 195,
000.00 for the first year and are expected to increase by 5% for two years than
after increase by 10% because of additional equipment will be consider at the
3rd year which increase insurance expense furthermore.
7. It is assumed that sales increase by the first three years by 25% then after
increase at a rate of 30%
8. Manufacturing cost for this project is estimated to be 5% of sales throughout
the five years.
9. It is assumed that credit sales for first year 20% of total sales then after
increase at a rate of 35%
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10. Interest expense calculated at 16.75% interest rate per annual in quarterly
base for 5 years.
11. It is assumed that from initial project year up to two years no withdrawal
are consider however year three, four, five and six allowed Birr 3M, 6M, 8M
and 12M respectively, deduct from retained earnings before considering
beginning year capital.
12. Tax deduct based on Ethiopian tax proclamation business tax > 60,000.00
pay 35% tax rate of EBT – 7,950.00
13. It is assumed that 37% of the total investment on machinery and raw
material is obtained from bank loans while the balance amounting 63% of the
procurement cost will be constituted by the project promoter or the remaining
initial cost contributed from equity investment.
14. Deprecation of fixed assets are assumed straight line method
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PROJECTED BALANCESHEET
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PROJECTED STATEMENT OF CASH FLOW
25,858,110.0 - - - - - -
Fixed Capital
0
- 375,00 468,75 585,93 761,71 990,23 1,287,30
Operating Cost
0.00 0.00 7.50 8.75 4.38 4.69
25,868,110.0 375,00 468,75 585,93 761,71 990,23 1,287,30
Total
0 0.00 0.00 7.50 8.75 4.38 4.69
Revenue
- 7,500,00 9,375,00 11,718,75 15,234,37 19,804,68 25,746,09
Sales Revenue
0.00 0.00 0.00 5.00 7.50 3.75
7,500,00 9,375,00 11,718,75 15,234,37 19,804,68 25,746,09
Total
0.00 0.00 0.00 5.00 7.50 3.75
Cash Flow
(25,858,110.0 7,125,00 8,906,25 11,132,81 14,472,65 18,814,45 24,458,78
Annual Cash Flow (=)
0) 0.00 0.00 2.50 6.25 3.13 9.06
- 1,746,35 1,746,35 1,746,35 1,746,35 1,746,35 1,695,51
Depreciation (-)
5.00 5.00 5.00 5.00 5.00 5.00
- 1,589,92 1,339,84 1,045,17 697,95 288,82
Loan Interest (-) 0.17 2.95 2.48 7.00 6.79
-
(25,858,110.0 3,788,72 5,820,05 8,341,28 12,028,34 16,779,27 22,763,27
Taxable Income (=)
0) 4.83 2.05 5.02 4.25 1.34 4.06
- 1,318,10 2,029,06 2,911,49 4,201,97 5,864,79 7,959,19
Income Tax (-)
3.69 8.22 9.76 0.49 4.97 5.92
2,470,62 3,790,98 5,429,78 7,826,37 10,914,47 14,804,07
Income After Tax
1.14 3.83 5.26 3.76 6.37 8.14
1,746,35 1,746,35 1,746,35 1,746,35 1,746,35 1,695,51
Depreciation (+)
5.00 5.00 5.00 5.00 5.00 5.00
Annual CF After (25,858,110.0 4,216,97 5,537,33 7,176,14 9,572,72 12,660,83 16,499,59
Tax(=) 0) 6.14 8.83 0.26 8.76 1.37 3.14
(25,858,110.0 3,611,97 4,062,44 4,509,41 5,152,38 5,836,83 6,515,26
PV
0) 1.00 3.37 5.48 3.69 9.86 2.22
CACF (25,858,110.0 (21,641,13 (16,103,79 (8,927,65 645,07 13,305,90 29,805,49
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0) 3.86) 5.03) 4.77) 4.00 5.37 8.51
Where cash flows are uneven, payback is calculated by working out the
cumulative cash flows over the life of the project.
0 -25,858,110.00 -25,858,110.00
1 4,216,976.14 -21,641,133.86
2 5,537,338.83 -16,103,795.03
3 7,176,140.26 -8,927,654.77
4 9,572,728.76 645,074.00
5 12,660,831.37 13,305,905.37
6 16,499,593.14 29,805,498.51
9,572,728.76
= 3 years with 11 month, which means the project needs three years and eleven
months to return its initial investment.
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0 -25,858,110.00 -25,858,110.00
1 4,216,976.14 3,611,971.00
2 5,537,338.83 4,062,443.37
3 7,176,140.26 4,509,415.48
4 9,572,728.76 5,152,383.69
5 12,660,831.37 5,836,839.86
6 16,499,593.14 6,515,262.22
The project cost of capital is its interest rate i.e. 16.75% which is an interest
rate for project loan and by using this cost of capital. The NPV of the project is
+3,830,205.62 and the project is viable.
= Approximately 21.05%
The IRR represents the discount rate at which the NPV of an investment is zero.
their IRR is greater than the cost of capital. In our case, the cost of capital of the
project is 16.75% which is an interest rate for project loan. Based on the
aforementioned information the IRR of the project is 21.05% which are greater
than the cost of capital of the project and the project is accepted in this respect.
= 29,688,315.62 = 1.15
25,858,110.00
Therefore, the profit of the project is one times higher than that of the
initial cost.
7. Project implementation
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The financial viability of the project has been critically assessed and analyzed
for a period of six years. The income statements, the cash flow forecasts, and
the balance sheets strongly confirm the results to be sound and healthy. The
financial viability indicators, including Net present Value and Financial Internal
Rate of Return, have consistently confirm that project is a viable venture.
Finally, the project will be providing employment opportunities for many skilled
and unskilled employees. As a result from the financial and socio-economical
point of view the project could be considered viable and rewarding and will have
grate socio-economic significance for the promoter, the public and the country.
Therefore, it can be concluded that the project can compute and operate in the
framework of free market mechanism and implementation of the project is
recommended.