Bread Bakery Boroda
Bread Bakery Boroda
Introduction
I. Introduction
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 has intended
to produce and sale bread products of high quality ingredients using modern production
techniques. 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.
Tafach bakery was established in 2013 E.C. by 5 partners. The new business establishment and
construction of new bakery sight will be in Addis Ababa city Bole Sub City Woreda 12 Bole
Bulbula as a basis for production and distribution of bread. In this area, the idea of establishing
such kind of business is penetrated in many of owners mind and appropriate to establish the
business. Tafach Bakery engaged in providing quality product at fair market value for its clients.
From the beginning the business attempt to distribute its products through different distribution
center that it will open. During the first establishment, the business purchases necessary raw
materials from surrounding factories. In this regard, the company with its initial production
capacity intended to move forward.
2.1 Establishment
To embark on a sustainable plan to achieve a reliable source of products for the local
market
To be leader in the supply of quality breads, using modern production techniques and
efficient management and distribution channels
Satisfying the customer’s needs as an essential for the business survival and
competition.
generating revenue to the government in the form of income tax
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 enterprise’s vision is to be realized through a team of professionals
who have extensive work experience in the proposed industry.
First of all, the project will develop to increase the revenues of owners.
Access to credit provision at lower interest rate as compared to the business’s ROI
Attractive investment policy and other packages
Relatively Secured peace and stability throughout the country
Continuous increment in household income and associated expenditure patterns
The current unbalance between the growth of town and demand for consumption
of bread.
The Location of existing bakeries business is mostly concentrated at the inner
city. So, many people lived around the city faced shortage of bread and the
existence of enough demand.
Secured peace and stability throughout the area where the project located
Availability of the required infrastructure
Availability of distribution outlets
Government incentive and encouragement
Firm level successes factors
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. 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 Ababa suppliers of
production in the total supply (CSA, 2016).
From the above figure we can understand that the supply of bread shows increasing trend.
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.
Among the factors that influence the demand for Flours, one of the critical factors is identified to
be economic growth leading to construction and infrastructure development. Growth in Flours
products consumption has been correlated to economic growth in the developing world.
According to the African Development Bank Group (ADBG) recent report on African Economic
Outlook (2021), Ethiopian economy in the last 4 consecutive years (2017- 2020) has registered
GDP annual average growth rate was 10% and Agriculture, Industry and Service sectors have 6.6
%, 20.0%, and 10.7% annual average growth rates respectively.(A.D.B: 2021).
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.
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.
African Economic Outlook 2021:From Debt Resolution to Growth: The Road Ahead for Africa
2. Population
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. 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 products under consideration.
3. Urbanization
As urbanization indicate people’s living standard, 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 the number of population in
major urban areas of the country. 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
3. Location of Project
The project will be located in Addis Ababa city administration Bole Sub City around Bole
Bulbula Woreda 12. This location is selected because of the following considerations:-
The current expansion of the city to different direction especially expansion of many
condominium buildings around bulbula. This expansion in turn brings the increase of
demand for projected business.
This location will help to approach/easily get/ the raw materials from the nearest
zone/area when the business is constructed its own factory in the near future.
Decrease current competitions highly observed in the city.
Because of easily getting of the license from the government. This will be a helpful for the
business to be free from any problems will occurred if the business start to build its own factory.
From the beginning the business will be formed in the form of partnership with equal capital
accumulations. The project totally needs 2,000,000 birr, which intended to cover investment
costs of working premises, transport, working capital requirements, and raw material. Out of the
total estimated initial investment costs , 60% birr 1,200,000 will be expected from partners
equity contribution and 40% birr 800,000, for Purchase of light vehicle from external financial
institutions as a loan that will be paid over five years with annual interest rate of 11 .5%.
Since more than half of the project is financed members of the partners, their contributions for
the project finance is presented in the following table:
The surrounding of the Tafach bakery project will be set in an attractive layout. That means the
buildings position for the convenience for management and staffs as well as easy to safeguard
the surroundings for guards and safe to the Janitors to clean. The over all building structure will
be as follow.
6. Financial analysis
The project will start the operation with 2,000,000.00. Out of this 60% of the total amount of
investment is financed by the owners (1200, 000.00) and 40% (800,000.00) is from banks as a
loan which will be paid for the next five years. Most of this investment will expanded on
planting the business for future rather than increasing short term gain of owners. This means
some fixed asset of the business may use high portion of the investment.
Building
The proposed project will consist four different buildings. These are buildings for the purpose of
planting machinery, storage of purchased materials, for management and staffs and buildings for
other purpose (i.e. showering house, bathrooms, etc.).The investment arrangement for these
buildings is presented as follows:-
Salary expenses………………………………………..228,000
Supplies expenses………………………………………110,000
Total ………………….…………480,497.77
120,000−25000
Depreciation expense- machinery & equip. = =6,333.33
15
733000−90000
Depreciation expense of vehicles = =25,720
25
6. Market analysis
Market Size and Target
In the recent period, the bread market showed a better growth rate than in previous years.
This was mainly because retail price cuts were fewer and less stringent, but it was also because
of the growing importance of added-value products, especially in the specialty bread and bakery
products sectors. The target markets for the business are:-
Households
Cafes
Hospitality service providers,
universities and hospitals as well as establishment of other business organization
A. Products
Product quality is one of the basic and most important marketing mixes that affect the success of
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
delivering of established quality through strict quality control measures. The products by the
tafach bakery will have;
Good quality,
Fulfill the standard criteria set for product commercialization,
Brand will be developed to create independent identity and image.
Brand positioning statements will also be developed
This project, the Tafach Bakery, is planned to satisfy the current needs and wants of the people
around the area which there shows a shortage of bread suppliers in the near area. The demand for
bread shows an increase through time. Because of this reason we prefer to start the New Bakery
project in this area/place. Our sources of revenues will comes from the daily sale of bread.
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. Therefore, pricing strategy will be:
Affordable pricing.
Continuously monitoring competitors’ price
Price revision is going to be performed when the need arises, and
The right price has to be fixe
C. Channels of Distribution
The following are the main alternative distribution channels commonly used by producers to
reach consumers.
Direct sale to consumers:
- Manufacturer Consumer
Indirect sale through the medium of third party:
- Manufacturer Wholesale Retailer Consumer
- Manufacturer Agent Wholesaler Retailer Consumer
- Manufacturer Retailer Consumer
Accordingly, for the tafach 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 will used.
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 for one to two weeks. 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.
Demand Forecasting
We expect/forecast our sales by using a quantitative method called trend projection/time series
method that enables us to predict the next annual sales. Depending on this trend we try to
forecast for the next two or more year’s sales as follows:
Figure: demand forecast
This trend projection method uses the formula that is a linear relationship between annual sales
volume and the year that we can expect.
Y=a+bx where, x- no of years
a -intercept relationship
b- Slope relationship
In this regard the projection will be as follow
X Y X2 Xy
1 1.28 1 1.728
2 2.34 4 4.68
3 2.52 9 7.56
4 3.06 16 12.24
5 3.60 25 18
1/5x=15 1/3y=13.23 1/5x2=55 1/1xy=44.21
General Manager
Finance dep`t
Purchasing and selling Selling dep`t
dep`t
From the beginning the major activities performed in organization will expect to done by the
owners to minimize the related initial cost and to increase the profitability of the business.
General Manager will be responsible to lead and control all other employees to attain the goal of
the organization. The purchaser will be responsible for search market and present the supplies
with reasonable market price. the sales person will be responsible for selling the prepared
product by searching and attracting a good market segments to increase the share of market.
Finance department will be responsible to prepare and follow up the business budget and
periodic control of cash inflows and out flows. It also responsible to pay the employee`s salary
and wage in time and in accurate ways. These all are the major responsibilities related to
administrative department.
The other major duties are related to production department. Under this department there are
responsibilities to prepare and bake a quality and attractive product for customers. They will be
responsible for the use of the organization`s input materials and other equipment in proper ways.
In addition to these responsibilities, other employees work in organization will have different
responsibility related to their jobs. These are the responsibility declared by the organization`s
administrative to increase the earning of the business and to ensure the benefit of employees.
These duties are the responsibilities given to guard, janitors and other contract employees.
Guard will be responsible for keeping the security of the surrounding of the business
organization. Janitors will be responsible to keep the organization clean and make the compound
attractive/ maintain the attractive site in the organization/. They are also responsible for the
proper use of the organization`s property in a cleaned and safety ways.
Generally, imposing these all responsibilities to each individual is important to keep the business
strength and increase the earning of the business and benefit of employees too.
Menn Bakery
Income Statement
For The Year Ended Sene, 2008-2012
Tafach Bakery
Opening balance sheet
Meskerem , 1, 2013 E.C
Assets:
Cash……………………………………….…….…2,000.000
Investment for:
Supplies………………..………………………….110, 000
Machinery......................................................120,000
Utilities………………………...……………15,600
Land………………………………………....150400
Building………………………………...……520,000
Vehicles………………………………..……733,000
Others …………………………………..……20,000
Total assets………………………………..……….1,669,000
Liabilities:
Accounts payable………………………………………...800,000
Owner`s equity:
Owner`s capital………………………………….……331,000
Total liabilities and owner`s equity………………………469,000
9. Risk assessments
The risks for Tafach bakery are there might be natural and human disasters. We cannot control
natural disasters because they are uncontrollable but we can control human made disasters by
creating awareness to our employees and we are going to insure our assets by giving an
insurance.
Project implementation
In fact, at this stage there are different challenges that arise from evaluation of a project. A
project evaluated it is challenging to implement. But with support of other advisory and
consultants who try to evaluate our project, we can conclude our project as follows:
Although some fixed assets require high cost at the beginning ,it enables to plan the
project for future on good ground
As the current earning of the project can cover all related expenses and yield profit to
owners, the length of period to cover initial cost never frustrate the project from
implementation.
When we decided to implement our project by using different methods and as well we expect
some difficulties at this stage. Some of them are:
Technical problem related quality materials
Shortage of distribution point
Unfamiliarity with customers. This may affect the test of market during implementation.
As we know Bakery in Ethiopia is still a crucial and valuable activity because countries like
Ethiopia have citizens who want to consume bread more than once a day. The needs and wants of
the people for bread consumption in Addis Ababa city grow from time to time that enables us to
open/start new bakery business project in the city specially in woreda 12.
In reality, Bakery project can cause less environmental pollution because it can be baked by
electricity. This enables us to get our license from the government of the country and the
administrative office of Addis Ababa city government. Thus, government allows this kind of
project to enhance the access bread for dwellers by encouraging the newly open business firms
and already existed business organizations in Bakery project.
There are formal and informal as well as legal and illegal baking and selling of bread in the town
as a whole including rural related and urban areas. However, we prefer our project to be formal
and legal one because we can distribute our product and compete as we want without price
fluctuation ( i.e. by setting our price affordable for the people) and enables us to accumulate our
own capital by providing and diversifying our production level through maintaining our clients
wants and serving them in satisfied ways.