SCOPE OF WORK
Premium Dairy Marketing Volunteer
Location of Assignment: Dar es Salaam, Morogoro and Zanzibar, Tanzania
Proposed Level of Effort: approximately 3 weeks
Anticipated Start Date: August 2019
Anticipated End Date: September 2019
Objectives of the Assignment
This assignment aims to offer assistance to Shambani Dairy to assist them in developing a marketing plan for value added dairy products in the retail and HORECA markets.
The consultant will:
- Conduct an assessment of the market demand for value added dairy products in the HORECA and Retail Markets in the Key consumer markets of Dar es Salaam and Zanzibar.
- Coordinate with Business Development Service in Morogoro to capacitate them in the process for conducting the market assessment and assure their capacities are enhanced so they may undertake these types of assessments as a service in the future.
The Tanzania Enabling Growth through Investment and Enterprise Program (ENGINE) is a USAID-funded Feed the Future activity that aims to streamline and enhance many of the regulatory, informational and financial channels that encourage domestic and foreign investment in the southern mainland agricultural regions of Mbeya, Morogoro, and Iringa, and in Zanzibar.
ENGINE works at the district level, using a broad-based approach to engage with district Local Government Authorities (LGAs), private sector associations, business development service providers, financial institutions and small and medium enterprises.
The USAID-ENGINE Project has been developing a market pull model for agricultural sectors including dairy. Tanzania produced an estimated 2.4 Billion Liters of Milk in 2018 with an estimated 97% of the milk being traded in informal markets with just 3% going to processing The average consumption rate is approximately 47 liters/capita/yr. Significantly below the UN FAO recommendation of 200 liters and less than half of Kenya’s rate of consumption.
There are now more than 100 dairies operating across Tanzania and none are operating at capacity while local markets are filled with milk from South Africa and Kenya. The government has taken steps to curtail imports allowing for the opportunity for local dairies to gain market share. While uncompetitive in it’s approach, the opportunity to increase the sales of packaged milk is substantial and those companies with larger production capacities, shelf stable packaging, solid supply, distribution and marketing funds, will benefit disproportionately from those smaller and medium sized dairies that do not have these systems. Due to the reduction in Dairy imports, there is a lack of quality value added dairy products such as cheese, creams, and butter in the retail and HORECA (Hotels, Restaurants and Catering) markets. For some of the smaller / medium sized boutique dairies, they do not have the ability to effectively compete against the larger challengers in the fluid shelf stable milk market, therefore, it is warranted to shift their efforts where they may benefit from the in-demand value added niche products.
- A report identifying by variety the cheese, butter, creams, and yogurt demand in the HORECA market.
- Quantities, Qualities and Values should be specified including Packaging sizes and types
- Trained Business Development Service Providers to replicate market analysis study
Key topics to be covered:
2 Scope and Methodology
2.1 Objectives of the study
2.3 Data Sources
2.3.1 Primary Sources
2.3.2 Secondary Sources
2.4 Market Estimation
2.5 Forecasting Methodology
3 Executive Summary
4.2 Key Trends in the Value Added Dairy Markets in Dar es Salaam and Zanzibar
5 Tanzania’s Value Added Dairy Industry
5.1 Market Overview
5.2 Market Performance
5.2.1 Volume Trends
5.2.2 Value Trends
5.3 Market Segmentation by Product Type
5.4 Market Segmentation by Packaging Type
5.5 Market Segmentation by Distribution Channel
5.6 Market Forecast
5.7 SWOT Analysis
5.11 HORECA End-Use
5.12 Price Analysis
5.13 Key Price Indicators
5.13.1 Price Structure
5.13.2 Price Trends
5.14 Key Market Drivers and Challenges
6 Opportunity by Product Type
6.1 Yogurt (breakdown by flavor)
6.2 Cheese (Breakdown by variety)
7 Performance by Packaging Type
7.1 Pouches / Pails / Cups
7.3 Cheese & Butter Packaging
8 Performance by HORECA / Retail Distribution Channels
8.5 Direct Sales
9 Competitive Landscape
9.1 Market Structure
9.2 Key Players / Products / Packaging
10 Key Player Profiles
- 5 years experience with value added dairy production and marketing specifically in relation to the HORECA market.
- University level of education or equal work experience
- Candidates with a track record of successfully executed trainings and workshops will have priority;
- Experience with software programs for the creation of the needed documents such as: MS Word, PowerPoint and Excel, or equivalent.
- Ability to address issues, challenges, questions and concerns in a professional, respectful, logical and timely manner;
- Flexibility and adaptability to cross-cultural environments;
- Good writing and computer skills;
- Experience working in developing countries is preferred.
About the Organization
The International Executive Service Corps is a Washington, DC based not-for-profit that focuses on private sector growth. We support and catalyze the development of private enterprises, business support organizations, financial institutions, and public institutions around the world. Utilizing skilled consultants and expert volunteers, we’ve implemented over 25,000 short-term projects and 200 programs in 130 countries. True to our mission — Promoting Prosperity and Stability through Private Enterprise — we’re proud to have created over one million jobs across the globe