Consultancy – Market entry strategy for Bituminous waterproofing Membrane production- USAID TRADE 9 views

USAID’s Trade Reform and Development in Egypt (TRADE) project builds on decades of U.S. investments in Egyptian businesses and economic policy with the aim of substantially increasing Egyptian exports from Small and Medium Enterprises (SMEs). The TRADE project focuses on seven selected sectors: engineering products, food processing, home textiles, ready-made garments, chemicals, printing and packaging, and building materials. Through the project, USAID works with the Government of Egypt to improve the trade and investment policy environment and reduce barriers to trade. USAID also partners with business associations and export councils to strengthen the trade services ecosystem for small- and medium-sized exporters and with private companies to help them access new international markets to increase export sales. TRADE tackles many trade and investment-related issues to sustainably increase Egyptian exports and drive economic growth.

OVERALL RESPONSIBILITIES

A Market Entry Strategy is needed for four USAID TRADE beneficiaries in the Building Materials sector, with a specialization in the Modified Bitumen Membranes (MBM). The strategy’s primary goal is to lay a strong foundation for market growth, focusing particularly on the GCC and Southeast Asia markets.

The consultant(s) will collaborate closely with the SME to identify potential markets in the GCC and Southeast Asian Markets, develop essential skills required to access these markets, and support the SMEs to develop a robust export strategy to ensure that the companies’ businesses can navigate the complexities of international trade and maximize their chances of success, in addition to validating their business plan to be aligned with their export objectives. This endeavor aims to fortify the export prowess of the SMEs, identify promising markets within the GCC and Southeast Asian landscape, and execute an export strategy guided by the market analysis study conducted and the business plans analysis.

SCOPE OF WORK AND TASKS (Total of 40 person days)

The primary objective of this activity is to support the Modified Bitumen Membranes (MBM) manufacturers to expand their export targets to potential GCC and Southeast Asia markets. To achieve this, the consultant(s) is required to follow to upcoming implementation phases:

The First phase of implementation:

1-    Conduct a comprehensive overview of the 4 SMEs’ business models, products, and formulate a strategic and internal analyses for all 4 SMEs.

2-    Conduct Market research encompassing data gathering, data analysis, and assessments on opportunities, market entry modes, and engagement models.

3-    Conduct a field visit to the manufacturers, in collaboration with USAID TRADE, to check their production facility and evaluate their production capacities. All findings will support the consultant(s) to strategize their interventions with the SMEs.

The Second phase of implementation:

1-     Expand on the existing corporate strategy for each SME, to include growth, stability, and retrenchment clauses, as well as the business strategy to entail how the SMEs will grow and compete in the selected markets.  

2-    Draft a customized market entry/export strategy, including the selection of markets, entry modes, and their corresponding marketing mix. The focus will be on the products, processes, and prices which will incorporate the implementation steps, timelines, resources, recommended markets based on data and statistics, export trends and forecasts collected and analyzed by the consultant(s). 

3-    Incorporate comprehensive market information: the strategy shall include up-to-date information on total market size, growth rate, total addressable market for the companies’ products, market structure, segmentation, channels, key players, origin, trends, and regulatory requirements. Additionally, the strategy should present an analysis for the go-to-markets based on the demands and the products’ nature.

Once the study is finalized and approved by the SMEs and USAID TRADE team, the consultant(s) will present the main findings and recommendations in the form of PPT to the main key stakeholders.

DELIVERABLES

1-    Field Visits and Meetings Conducted for the Selected SMEs:

·       Detailed report, outlining the dates, locations, and purpose of each field visit.  

·       Report documenting key findings, observations, and outcomes of each visit and meeting.

·       Recommendations for further actions based on the information gathered during the visits and meetings.

2-   Monthly Progress Reports, to summarize the following:

·       The achievements and progress made with the manufacturers.

·       Description of milestones reached, challenges encountered, and strategies employed to overcome them.

·       Analysis of any deviations from the planned objectives and proposed corrective measures.

3-   Drafted or Revised SMEs’ Corporate and Business Strategies that include:

·       Analysis of the SMEs’ current position in the market, competitive landscape, and potential growth opportunities.

·       Recommendations for enhancing the SME’s corporate and business strategies to align with its goals and objectives.

4-   GCC and Southeast Asia market entry/export strategy for SMEs that includes:

·       In-depth market analysis and validation of the top 3 target export markets in the GCC and Southeast Asia regions for the SMEs.

·       Analysis of the target market, including market trends, customer segments, and competitor analysis.

5-   PPT presentation on the consultant’s main findings, as per the following:

·       Clear and visually appealing slides highlighting key insights, recommendations, and actionable steps.

·       Presentation designed to effectively communicate the consultant’s findings on GCC and Southeast Asia Market entry strategy for the Modified Bitumen Membranes (MBM), produced in Egypt.

6-   A Final Comprehensive Report that includes the following:

·       Detailed accounts of activity implementation, primary accomplishments, and key milestones reached during the implementation phases.

·       Recommendations for future endeavors, including strategies for sustainability, and further growth.