ሪፖርተር ረቡዕ ሐምሌ 08 ቀን 2018 ዓ.ም
EXPRESSION
OF INTEREST (EOI)
Invitation
for Registration of Interested Consulting Firms
Consultancy
Services for Route-to-Market (RTM) Redesign and
Implementation
Based on the Updated Effective Distribution Study (EDS)
Dashen Breweries Share Company
(DBSC) invites qualified and experienced international and national consulting
firms to submit an Expression of Interest (EOI) for shortlisting and
registration purposes for the provision of consultancy services related to the
Route-to-Market (RTM) Redesign and Implementation Project based on the findings
of the recently completed Effective Distribution Study (EDS).
1. Background
Dashen Breweries Share Company
(DBSC) is one of Ethiopia's leading brewery companies, having commenced
operations in 2000. The company currently operates two production facilities
located in Gondar and Debre Birhan, with an installed production capacity of approximately
4.2 million hectoliters and plans to expand capacity to 5.6 million hectoliters
by 2030.
DBSC employs approximately 1,100
employees and distributes a portfolio of four brands with more than eight SKUS
across Ethiopia through an extensive distribution network. The company
maintains Internationally recognized management systems, including ISO-based
Quality Management Systems (QMS), Environmental Management Systems (EMS),
Occupational Health and Safety standards, and World Class Manufacturing
practices.
To enhance its commercial
effectiveness and market competitiveness, DBSC recently completed an Effective
Distribution Study (EDS) to assess the effectiveness of its current Route-to-Market
(RTM) model, distribution structure, customer servicing model, and market
coverage strategy.
Based on the findings of the
study, DBSC intends to engage a suitably qualified consulting firm to develop
an optimized RTM strategy and implementation roadmap.
2. Objective of the Assignment
The objective of the consultancy
will be to review, validate, and operationalize the findings of the Effective
Distribution Study (EDS) and develop an optimized Route-to-Market (RTM)
strategy that will improve:
- Distribution efficiency
- Market penetration
- Outlet coverage
- Customer service levels
- Sales force productivity
- Distributor effectiveness
- Route profitability
- Cost efficiency
- Commercial execution excellence
The assignment is expected to
result in a practical and implementable RTM strategy supported by a clear
implementation roadmap and performance management framework.
3. Scope of the Assignment
The consulting firm is expected
to support DBSC in the following key areas:
Phase 1 - Review and Validation
- Review the EDS findings and
recommendations.
- Validate key assumptions
through field assessment.
- Review current RTM structure
and distribution network.
- Review sales organization and
customer segmentation.
- Evaluate distributor
performance and operating models.
- Phase II - Current State Assessment
- Assessment of distribution
network efficiency.
- Market coverage analysis.
- Territory and route assessment.
- Service frequency evaluation.
- Distributor financial
performance assessment.
- Logistics and distribution cost
review.
Phase III - RTM Redesign
- Distributor network
optimization.
- Sales territory redesign.
- Outlet segmentation and
servicing strategy.
- Channel strategy development.
- Sales force sizing and
deployment.
- Urban and rural coverage
strategy.
Phase IV - Financial Assessment
- Cost-to-serve analysis.
- Route profitability analysis.
- Distribution cost modeling.
- ROI assessment.
- Business case development.
- Phase V- Digital Enablement
- Sales Force Automation recommendations.
- Distributor Management System
recommendations.
- Route optimization tools.
- KPI dashboards and analytics.
- Performance monitoring
solutions.
Phase VI - Implementation Roadmap
- Quick wins identification.
- 90-day action plan.
- Medium-term implementation
roadmap.
- Change management strategy.
- Training and
capability-building plan.
- Risk assessment and mitigation
measures.
4. Minimum Eligibility
Requirements
Interested consulting firms
should demonstrate the following:
Corporate Requirements
- Legally registered consulting
firm.
- Authorized to provide consultancy
services in its country of registration.
- Financially sound and
operational for at least five (5) years.
Technical Requirements
- Minimum ten (10) years of
experience in Route-to-Market (RTM) consulting, distribution optimization,
sales transformation, or commercial excellence projects.
- Demonstrated experience in
FMCG, beverage, brewery, or consumer goods industries.
- Proven experience in the
successful execution of similar RTM optimization projects within the last ten
years.
- Experience in emerging markets,
preferably Ethiopia or East Africa. Demonstrated expertise in:
- Route-to-Market strategy
development
- Sales force effectiveness
- Distributor management
- Supply chain and logistics
optimization
- Financial modeling
- GIS and territory mapping
- Change management and
transformation
Evaluation and Shortlisting
Criteria
- Expressions of Interest (EOIs)
received from interested consulting firms will be evaluated based on the firms'
qualifications, relevant experience, technical capabilities, and availability
of qualified experts.
- The evaluation will be
conducted using the following criteria:
|
Evaluation
Criteria
|
Maximum
Points
|
|
Relevant experience in
beverage/food manufacturing and RTM, DMS, development, and excellence in
commercial projects.
|
25
|
|
Proven track record in RTM
framework development with manufacturing, regional/multinational breweries,
and FMCG (including case studies and references).
|
20
|
|
Methodology quality,
stakeholder facilitation skills, and data-driven approach.
|
20
|
|
Cultural fit and ability to
transfer knowledge to internal teams (Ethiopia/Africa experience).
|
15
|
|
Team qualifications and
structure.
|
10
|
|
Flexibility of terms and
conditions for project delivery.
|
10
|
|
Total
Points
|
100
|
Competitive Advantage
Additional consideration will be
given to firms with experience working with:
- Multinational breweries
- Global beverage companies
- Leading FMCG organizations
5. Key Experts Expected
Interested firms should have
access to qualified professionals, including: Project Director,
RTM Lead,
Supply Chain Lead
GIS Specialist,
Business & Data Consultant
Financial & Data Analytics
Consultant
6. Submission Requirements
Interested firms are requested to
submit an Expression of Interest containing the following:
- Company Information
- Company profile
- Certificate of
incorporation/registration
- Organizational structure
- Number of employees
Experience and Qualifications
- Relevant RTM and distribution
optimization experience
- Experience in FMCG and beverage
sectors
- List of similar assignments
completed within the last ten years
- Client references and contact
details
Capability Statement
- Summary of technical
capabilities
- Availability of key experts
- Areas of specialization
- Geographic experience
- Financial Information
- Audited financial statements
for the last three years (optional but preferred)
7. Shortlisting Process
This Expression of Interest is
being issued solely for the purpose of identifying and shortlisting qualified
consulting firms.
Submission of an EOI does not
constitute a commitment by DBSC to award a contract.
Only shortlisted firms will be
invited to participate in the subsequent Request for Proposal (RFP) process and
submit full Technical and Financial Proposals.
8. Submission of Expression of
Interest
Interested firms shall submit
their Expression of Interest electronically to: Email: asmamaw.a@dashenbeer.com
Subject Line:
"EOI-Route-to-Market (RTM)
Redesign and Implementation Consultancy"
9. Deadline for Submission
- EOI Advertisement Date: 15 July
2026
- Advertisement Period: 15
calendar days
- EOI Submission Deadline: 30
July 2026 (15 days from the advertisement date). Late submissions may not be
considered.
10. Deliverables Expected from
the Future Assignment
The selected consulting firm will
ultimately be expected to provide:
- Inception Report
- Diagnostic Assessment Report
- RTM Opportunity Assessment
- Territory Mapping Model
- Distributor Network Design
- Route Optimization Report
- Financial Business Case
- Cost-to-Serve Model
- Digital Enablement
Recommendations
- KPI Framework
- Change Management Plan
- Detailed Implementation Roadmap
- Executive Management
Presentation
- Final RTM Strategy Document
11. Reservation of Rights
Dashen Breweries Share Company
reserves the right to:
- Accept or reject any Expression
of Interest.
- Cancel or amend the process at
any stage.
- Request additional information
from applicants.
- Shortlist firms at its sole
discretion.
Submission of an Expression of
Interest shall not create any obligation on the part of Dashen Breweries Share
Company to enter into any contract with the applicant.
Dashen Breweries Share Company
(DBSC)
Procurement Department
Addis Ababa, Ethiopia
Contact Email: asmamaw.g@dashenbeer.com
FOR MORE INFORMATION, WWW.DASHENBREWERIES.C