INTRODUCTION

DSY TRADITIONAL BEVERAGE MAKERS & DISTRIBUTERS

ADDRESS OF THE BUSINESS:

WOREDA: LEDETA SUBCITY TOWN: A.A

KEBLE: 09/10 HOUSE NO :1056

 Name of the Principal : Tele phone E-mail

1. SISAY SHUME …………………………. 0910 79 31 34

2. DANIEL BERHANU …………………….0910 87 32 10

3. YARED TESGAYE ……… ……………….0910 06 64 45

4. KALID MOHHAMED……………………..

5. ABENEZER KEBEDE…………………….

Nature of the Business

Our company is neither too larger nor too small but it is enough to
producing & making our targeting products. They are producing & making
traditional beverages link;

- TEJ

- TELA

- BERZE & FILITER

They are few suppliers of the above product to the customers particularly
for the condominium houses.

Time the plan takes for implementation

Our plans takes in to action after 2 to 3 months.

The total amount of financing needed is estimated up to 389,450 birr

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Confidential Information:
They are gathering all the necessary information from different places
about what they need, how they implanting & when they are starting the
business. In spite of our information is not perfect but they are confidential
too more than to of the new business will be fruit flow.

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 Executive Summary
Our company is established by the name of 5 entrepreneurs and they
are to give the name of business of DSY TRADITIONAL BEVERAGE MAKERS
AND DISTRIBUTERS. The nature of our business are legally producing &
making traditional beverages that is most likely by our peoples. These are
TEJE, TELA, BERZE& FILITER. And also some other mixed traditional
beverages are produced. Our businesses generally takes the time of
implementation from 2 to 3 months. And the total amount of money needed
for establishment is up to 389,450 birr. They are gathering all the necessarily
information before starting our businesses. So they are assuming that there
will be fill suppliers of the above products to the customers particularly for
the CONDOMIUM HOUSES.

The growth potential of our business is in a step by step way. They are
entering & reacting the business first by the strategy of covering the
targeted customers in the condominium hoses. As a result it increases the
growth potential & the number of potential customers. Even though, there
are a few computers in the market they will be continuing there business
improvements. And also in the long term they will be reacting in the
international markets by exporting there products.

Our company’s general mission is to promote the indigenous

traditional beverages, prevent the peoples from illegal & unhealthy
traditional beverage makers. The objective is also to supplying highly
qualified, efficient & effective products. And ensuring the customers needs &
wants. The vision of our company is ensured that were all our targeted
customers receiving high quantity products with efficiency, effectiveness &
accountable manner.

Our company operating there production plan first by selecting the

essential equipments that is needed in our businesses Tankers, jericans,
plastic bottles, jars & some other equipments. And the office layout of our

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company, it has four parts: manufacturing room, storeroom, reception &
distribution & sales shop.

They are also using the important raw materials for the production
purpose, like; Gesho, Bikel, Honey, Maize, Corn, Barely, Teff & some other
materials. However, the total cost of the equipment is 374,650 birr. And the
total cost of the raw materials is 14,800 birr. Totally 389,450 so, this cost is
the initial cost of the first physical year. They have also different suppliers for
our businesses from different regions. And also, they have terms of
agreement for each supplier’s.

The general marketing plan is menially focused on the type of market

segmentation, positioning, the pricing strategies, the promotional strategies
the distribution channels. So in this part they are using the Nich marketing
segmentation & the pricing method in the first 3 months are based on only
converting the production cost. The promotional & distribution channels of
our company are to covering the targeted customers.

Generally our company is owned by 5 persons. And established there

businesses in the from of ownership as partnership.

Environmental & industry Analysis

The growth potential of our company is a step by step increasing rate.
It means that they are growing in a gradual basis. And before covering all
parts of the city of Addis Ababa first, they are controlled the targeted
customers, this are the condominium Houses. As a result, it increases the
capital four companies as well as our countries in the international markets
by exporting our products. Consequently it will become changing the
economy, culture, technology & legal concerns of our country.

There are a few competitors in our industry. The strength of the

committers is not difficult to control and they are knowing that some how the

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strategies of our competitors. So, it is net difficult to quickly react with our
competitors.

Our company covers more than half of the market share of the
industry. And they are assuming that by satisfying our customers, they will
increase the total market demand. And also they are followed continuing
changes in the consumer need. This is important thing to increase the
potential businesses & to achieve the new venture.

Description of The venture

Mission
- To promote indigenous traditional beverages & prevent the peoples
from illegal & unhealthy makers.

- To enhance & gain high levels acceptance of traditional beverages

though the people by different mechanisms.

- To provide unchanging & qualities products to our targeted customers

Objective
The objective of our company show be to see bout traditional
beverages that is Of highly qualified, efficient & effective & is based on the
rules of “Customer is king” by way of ensuring that customers needs&
benefits from our products.

Vision
Our company, where as our targeted customers receive high quality
products is efficiency, effectiveness & accountability manner.

They are mentioned earlier our products were traditional beverages

that is commonly known by the peoples but our aim of changing the
traditional out looks by modern way of packaging , favorite tests, balancing
Economic cost & growing the situation of healthy peoples.

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 However, the amount as size of production is based on the total
market demand. And also in relation to production the location of our
company is in the central part, to capture the targeted customers.

Our company operating the business & to achieved their goals by

difficult personnel’s; like production manager, sales personnel, supervisor is
in the production process, general managers & d/t officers working in the
offices. And there equipment our company is using that production
processers, machines, office furniture’s, tables, computers, receipts, papers
& so on.

Generally or company owned by 5 persons. They have d/t skills,

abilities& experiences. Actually they are graduated from AAUSC in the
department of BAIS (business administration& information system). So in
spite of different out looks our dream is the same that is to achieved the
maximum satisfaction of our customers.

Production (Operating) Plan

Our company starting the production plan with the selection of the
equipment’s that is needed for our purposes. So, the equipment’s are the
following

500,10,000&15,000 liters of Tankers

Grinder & Rosters

Jerkins (different sizes)

Plastic bottles

Jars

Computers &

Cars (ISUZU)

The office layout of our company has generally 4 parts this is;

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 1. Manufacturing room

2. Storage room

3. Reception room &

4. Distribution& sales shop

Let us showing the above 4 parts of the company’s office layout briefly

1. Manufacturing room

The manufacturing room is the main parts of the office layout of the
structure of the company. It is the area of the general production processing
room. So, everything’s is produced from the given inputs.

2. Storage room

After producing the product, all the products are transferred to the
storage room. The storage room is the room that the final product is stored.

Most of the time different companies use more than one storage rooms
because of the purpose that to minimize the problem of the destruction of
the product & to prevent the products from fire & some domestic destructive
animals. In our company also uses more than one storage room because of
safeguarding the products & also they want to be ensuring our customers by
giving undeteroriated products.

3. Reception room

Reception room is a room which is every gusts waiting or stayed before

getting their needs. Our company reception room is structured based on the
conformability of our customers. The receptionist also ready all the day &
answered all what the customer asking everything there needs, preferences
& also to give the necessary information unless to buying their products. So,
the reception room is our third important parts of the office layout.

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 4. Distribution & sales shop

The distribution & sales (display) shop is the other important parts of our
company’s structure. It is the area of to showing the sample products Y also
sewing there procedures. Usually the distribution & sale shop are used for
acting targeted customers by showing sample products before immediately
distrusted. As a result, our company’s sales (display) shop is layge as
compared to others companies. They are assumed that if there is a large
sales (display) shop our customer will be easy to select there preferences but
if there sales (despoiled) shop is small our customers will be unspecified & it
is difficult to prefer there needs.

The other important & the main thing is what is the row material needed
to our production purpose. And what amount (quantity) to acquire as on
input, which type of the row material is appropriate to our production. And
also how to found the row materials & which area (places) are applicable to
get the important row materials. So, the row material is the key attributes to
producing there product efficiently & efficiently.

However, the important row material for our company’s are the following

Row materials;

- Gesho - Corn -Flavors

- Bikel - Barely - Yeast

- Honey - Teff

- Maize - Charcoal

The above are the row materials for the production of traditional
beverages. And some other inputs are added to the production of traditional
beverages. Some are like fruits, sugars & the like. The other thing in our
production purpose is that what amount (quantity) to be used in the

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production processes. It is usually like our home consumption, it is based on
the necessity what amount they are used like this in the production process
the size (quantity) of row materials are based on the no of market demand.
So what our market needed from our company. Then they are increased
there impute based on the customers want & needs.

After selecting their row a material sizes. Then to differentiated & to

preferred the best row materials as an impute the type of row materiel is
directly affect the production quality because if the type of row material is
lower level there will be low level of production quality. Another hands if our
company using first level row material they mentioned above if will become
fruitful in both to improve production quality & increasing there customers.
So, the types of row materials are the important parts of our production
process.

The other important aspect is how to found the row material (the
Location) of capable inputs. For our company’s important sites of gathering
the row material from different regional states that are known by ours
targeting row materials (inputs) there for the know are as that are fully
capable to get row materials are the following.

- South nations, nationalities & peoples

- Northern Ethiopia; specially Tigray for Honey & also Gojjam the other
place of the source of honey.

- Western parts of Ethiopia; specifically Gambbela for Maize & barely.

So, this places are the important sites to gather the row materials.

Our company starting there production schedule by using different

mechanisms. But before the production activities, it must be finalized the
planning phase. The planning phase is the phase which is the arrangement
of every thing in the production process. In other words, it is the process of
gathering the raw materials, the information’s, environmental analysis,

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environmental opportunities, geographical location for company, it mean
that were it can be operand, when it can be started the business. In the
planning phase it must be fulfilled everything.

- What is needed?

- When to be achieved?

- How can organize the row materials?

- Where to be established our businesses?

- Analyzing environmental simulations, responses, reactions.

So, the above questions must be answered to achieve our company’s

goal. And after answering the questions we will perfectly start the production
processes.

In the production phase the basic thing to rise is listed below:

 The arrangement of the equipments

 Machines

 Office lay out

 The type & quantity of machines &

 The equipment need

 The type & quantity of row materials

 Suppliers name& address

 Terms of agreement

However, in the production phase every activities must be working in a

serous way. Because out judgment of the level of production will result in the
success or failure of our businesses.

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 Generally, the above production (operating) plan can be showing in a
figurative way.

TABULATIONO F PRODUCTION (OPRATING) PLAN;

1. The general equipment of the production plan:

S. No Type of Qty of Price per qty Total cost

equipment equipment

1 Large tankers 1 7,500 7,500

2 Small tankers 2 3,750 7500

3 Grinder & 2 25,00 50,00

roster
4 Large size 100 15 1500
jericans
5 Medium size 100 15 1500

6 Plastic battles 500 5 2,500

7 Jars 10 15 150

8 Computers 1 4000 4,000

9 Car (ISUZU) 1 300,000 300,000

TOTAL 374,650

2. The raw materials needed in the production (operating) plan

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 S.No Type of row Qty per kg Price per Total cost
materials qty

1 Gesho 100 30 3000

2 Bikele 200 10 2000

3 Honey 150 25 3750

4 Maize 50 15 750

5 Corn 150 8 1200

6 Barley 500 5 2500

7 Teff 50 8 400

8 Charcoal 10 120 1200

Total 1210 14,800

However, the total cost of the equipment is 374,650 birr, and the total
cost of the row materials is 14,800 birr. The estimated cost of equipment
& row materials is 389,450 birr. This cost is the initial cost of our
compan’s physical year. It means that this cost is based on the level of
the equipment & the row materials in the first physical years.

3. Name Of Suppliers & There Addresses

As they are mentioned above our company is gathering there
important inputs (row materials) from different regions, based on there
qualities & level of availabilities. And so let us move to the suppliers name&
addresses in the figurative form:

S.No Name of Suppliers Addresses (region Term of

s) agreement

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1 KUMELACHEW Motta (Gojjam) AMHRA 2 Years
LETEBEDELU

2 ZERFU KEBEDEGNE WEROTA (S.wello) AMHAR 1 years

3 MOGES ANTEUNEGNE SHERE (Mekele) Tigray 5 month

4 LEMMA FREWE Arsi (Wollega) Oromia 7 month

5 GOJJAM AZENE Dima Giyorigis Amhar 9 month

6 ASGEDOM G/ MARIAM Adgrat Tigray 2 years

7 GONNE CHALA Gamo Goffa SNNP 5 Month

8 GRAGNE WERKU Bichena (B.Dar) Amhara 1 year

Marketing Plan
Our company’s product was segmented based on the levels & the
targeted customers. They are using Niche Marketing Segmentation. Because
the goal of our company is mainly focused on the area of the peoples who
lives in the condominium sites. So, they are segmented the market in to in a
small area. Because of this reason they are preopening traditional beverages
to minimize the unsuitable layout of the condominium houses.

The market positioning of our business is designing by the levels of the

customers. If the customers accept the product quickly. They are leading the
market. Other wise, the market positing strategy of our company is based on
the high level of promotional activities.

The other important & basic thing is the pricing strategies. They are
adapting a lightest & flexible pricing methods. In the first 3 months they are
adapting a pricing method any covers the production cost. Then after 3
months there will be increases the price of the product.

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 Still the promotional strategy of our company is the basic thing to
improve the level (amount) of the production to be produced in the given
time schedule. So, the promotional strategies of our company focused any
on our productions. It means that there are no other targets except to
increase our production capacities. However, they are using the promotional
strategies that can be improved our production levels.

This are:

 Fliers

 Stickers

 Banners

 Direct promotions or face to face or in house promotion &

 The use of Medias like; Radio TV etc.

The other important thing in our company marketing plan is show to

distribute the productions? These questions answered by the use of the
different distribution channels. So, in our businesses the appropriate
distribution channels are the one level & zero levees distribution channels.
This two channels are using because of the reason that our business largely
relate with the customers.

Generally, the marketing plan of our businesses legally the integration

of the marketing segmentation, positioning, pricing promotional &
distribution channels.

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 Organizational Plant
Our company owned by five persons. They are formed by the form of
ownership as depicted in the Ethiopian legal formation of ownership. So, our
companies formed under the article of the legal recognition of the low as a
partnership is a legal aspect of ownership established by two or more
persons. Because of the reason that, in our companies founding members
(persons) are the following:

1. Yared Tsegaye

2. Sisay Shume

3. Daniel Berhanu

4. Kalid Mohammed

5. Abenezer Kebede

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