PROJECT OVERVIEW

As a programme funded by the UK’s Foreign, Commonwealth and Development Office (FCDO) – International Climate Finance (ICF), CASA demonstrates the business case for global and national investment in climate-resilient agri-food systems that increase smallholder farmer incomes. The programme facilitates increased investment in agribusinesses by demonstrating the commercial and development potential of inclusive business models with smallholder farmer supply chains. CASA achieves this by

• Demonstrating the commercial viability – and building the investment-readiness – of small and medium-sized (SME) agribusinesses with smallholder farmer supply chains
• Helping impact and return-oriented investors to increase the impact of their investments through the provision of inclusive technical assistance
• Strengthening the voices of smallholder producers (especially of women in agribusiness decision-making) and their positions within supply chains (through improved offtaking or aggregation arrangements), and
• Filling the information, evidence and learning gaps holding back investment.

To demonstrate the commercial and development potential of business models with smallholder farmer supply chains, CASA Component A (Market Systems Development), implemented by NIRAS and Swisscontact, pilots catalytic interventions within agricultural value chains in Ethiopia, Malawi, Nepal and Rwanda (and formerly Uganda) that support agri-SMEs to prepare for and secure investment while connecting smallholder farmers to commercial markets and building their resilience in the face of climate change.

ASSIGNMENT BACKGROUND

Platinum Agribusiness Ltd (PA) is a Rwandan profit-making company producing poultry products. PA started in 2018 with 5,000 birds and has grown to a capacity of 40,000 layers. The company is in Bugesera District in the Eastern Province. Currently PA has 33 staff.

To manage and control egg sales PA owns two wholesale outlets in Kigali.

PA currently produces 765,000 eggs (equivalent to 25,500 trays) per month. The company plans to increase its egg production capacity to 50,000 trays per month by 2025. Additionally, PA is diversifying its operations to include feed manufacturing, with a new feed mill ready to commence operations, serving as a cornerstone for producing high-quality feed.

OBJECTIVES

In accordance with the Platinum Project budget, the primary objective of this assignment is to support PA in building a client base and effectively serving the 800 smallholder farmers to whom they aim to sell improved feed and from whom they intend to buy eggs to add to their own production to satisfy market demand.

SCOPE OF WORK AND METHODOLOGY FOR ESG CONSULTANCY ASSIGNMENT

SCOPE OF WORK:

1. Market Analysis:

• Conduct a thorough analysis of the current market landscape, including market size, trends, and competitive analysis for both animal feed and eggs.
• Identify potential new markets and customer segments for PA products. Conduct research to understand what poultry farmers and other consumers are looking for in feed formulations. This could include cost-effectiveness, nutritional value, sustainability, or specialized dietary requirements. E.g. feed that uses Black Soldier Fly as a protein source

2. Marketing Strategy Development:

• Design and plan marketing campaigns across various channels (digital, print, events, etc.).
• Propose strategies for increasing online presence and digital marketing efforts.

3. Distribution Strategy Development:

• Assess the current distribution channels and logistics.
• Identify opportunities for improving efficiency and reducing costs in the distribution process.
• Develop a distribution strategy that ensures timely delivery and high-quality product maintenance.

4. Implementation Plan:

• Create a detailed implementation plan with timelines, milestones, and resource allocation.
• Provide recommendations for any additional resources or tools needed for successful implementation.

5.Performance Metrics:

• Establish key performance indicators (KPIs) to measure the effectiveness of the marketing and distribution strategies.
• Develop a monitoring and evaluation framework to track progress and make necessary adjustments.

METHODOLOGY:

 Desk Research:

• Review existing literature, market reports, and industry publications to gather relevant data and insights.
• Analyze historical sales data and current marketing efforts of Platinum Agribusiness Ltd.

Stakeholder Interviews:

• Conduct interviews with key stakeholders, including company management, sales teams, and existing customers, to gather qualitative insights.
• Engage with external stakeholders such as distributors, retailers, and industry experts to understand market dynamics and opportunities.

 Surveys and Questionnaires:

• Develop and distribute surveys to potential and existing customers to gather quantitative data on market preferences, brand perception, and distribution needs.

 Competitor Analysis:

• Perform a detailed analysis of key competitors, including their marketing strategies, distribution channels, and market positioning.
• Identify best practices and areas for differentiation.

 SWOT Analysis:

• Conduct a SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) for PA. to identify internal and external factors affecting the business.

Workshops and Brainstorming Sessions:

• Facilitate workshops with PA. team members to brainstorm ideas, validate findings, and co-create strategic initiatives.

Reporting and Feedback:

• Prepare a report and presentations to provide updates on progress and preliminary findings.
• Incorporate feedback from PA. into the strategy development process to ensure alignment with company goals.

 DELIVERABLES:

• A comprehensive market analysis report.
• A detailed marketing and distribution strategy document.
• An implementation plan with clear timelines and milestones.
• A performance metrics and evaluation framework.

ASSIGNMENT MANAGEMENT, DURATION AND BUDGET

Duration and management:

Duration

As per PA Ltd workplan and budget, the consultancy will utilize up to 20 workdays, between March 2025 and June 2025.

Key milestones will include the completion of the market analysis, workshops and the development of a marketing and distribution strategy.  All activities will be scheduled to integrate seamlessly with PA Ltd’s operational calendar and Casa Rwanda’s strategic timelines.

An indicative breakdown of the days is given below

A workplan and budget will be formulated to encompass all aspects of the consultancy, including the market analysis, workshops and staff training sessions.

The consultant will work under the technical supervision of the Rwanda Country Intervention Manager and the Market Manager for Aquaculture with support from the Planum Agribusiness Ltd team.

REQUIREMENTS

The CASA Rwanda Market and distribution consultant will be expected to possess the following skills, qualifications, and experiences: –

• Bachelor’s degree in marketing, business administration, or a related field. Master’s degree is an added advantage
• At least 5 years relevant experience in developing and implementing marketing and distribution strategies for SMEs preferably in the agribusiness sector.
• Strong analytical and strategic thinking skills.
• Excellent communication and presentation skills.
• Self-starter able to work with minimal oversight in sometimes ambiguous settings, drive their work agenda, and ability to deliver to tight deadlines.
• Excellent communication skills for training and mentoring and strong report writing and technical document drafting skills.
• Fluent written and spoken English.

 TERMS OF PAYMENT

As per Swisscontact norms and mutually agreed during the signing of the contract.