ከስር የተቀመጠውን እያንዳንዱን መረጃ በጥንቃቄ ያንብቡ። Please read the detailed instructions below. 

Call for Consultancy Services
Go-to-Market Strategy Design & Implementation

Client: PHARO INTEGRATED AGRICULTURAL & MANUFACTURING PLC
Product Category: Healthy Edible Oil (FMCG)
Location: Ethiopia
Contract Type: Short-Term Consultancy (Approx. 16 Weeks)
Reporting To: Managing Director
Start Date: Upon Contract Signing

1.0 Background

PHARO INTEGRATED AGRICULTURAL & MANUFACTURING PLC is preparing to launch a new healthy edible oil brand in Ethiopia. Given the complexity of consumer behavior, regional diversity, and evolving retail dynamics, a tailored Go-to-Market (GTM) strategy is essential to ensure successful market entry, brand visibility, and long-term growth. The consultancy will support both the strategic design and phased implementation of this GTM plan.

2.0 Objectives

The consultancy engagement aims to:

• Design a market-specific GTM strategy for a quality FMCG product.
• Identify and prioritize target regions and consumer segments.
• Develop culturally relevant brand positioning and messaging.
• Establish effective distribution, retail, and promotional strategies.
• Support implementation and performance tracking across markets.

3.0 Scope of Work

1. Phase 1: Strategy Design

• Conduct market research across key Ethiopian regions.
• Analyze consumer behavior, retail environments, and competitive landscape.
• Define customer segmentation and buyer personas.
• Develop brand positioning and messaging tailored to local cultures.
• Recommend pricing strategies based on purchasing power and competition.
• Propose distribution models (wholesalers, modern trade, retail).

2. Phase 2: Implementation Planning

• Develop a phased rollout plan by geography and channel.
• Identify key retail partners, distributors, and logistics providers.
• Create marketing and activation plans.
• Define KPIs and monitoring frameworks.

3. Phase 3: Execution Support

• Support onboarding of local teams and partners.
• Assist in launching pilot campaigns and retail activations.
• Monitor performance and provide optimization recommendations.
• Deliver periodic progress reports and insights.

4.0 Deliverables

• Comprehensive GTM Strategy Document (with detailed table of contents)
• Market Research & Competitive Analysis Report
• Customer Segmentation & Persona Profiles
• Brand Messaging & Positioning Framework
• Distribution & Channel Strategy
• Implementation Roadmap
• KPI Dashboard Template
• Final Implementation Report

5.0 Duration

The consultancy will span approximately 16 weeks, starting from the contract signing date. Timelines may vary by market and rollout phase.

6.0 Expertise Required

• Proven experience in FMCG GTM strategy development in African markets.
• Strong understanding of Ethiopian consumer behavior, retail channels, and regulatory environments.
• Capability in market research, strategic planning, and execution.
• Experience working with cross-cultural and cross-functional teams.
• Familiarity with agricultural/manufacturing sectors and B2B/B2C dynamics.

7.0 Reporting & Communication

The consultant will report to the Managing Director and collaborate with internal marketing, sales, and operations teams. Regular updates will be provided through bi- weekly meetings and written reports.

8.0 Evaluation Criteria

• Relevant Experience: FMCG and African market GTM strategy development
• Sector Understanding: Familiarity with agriculture/manufacturing and B2B/B2C dynamics
• Methodology: Clear step-by-step GTM development process (Discovery, Analysis, Strategy Formulation, Planning)
• Tools & Frameworks: Use of strategic tools (e.g., SWOT, PESTLE, Porter’s Five Forces)
• Deliverables: Detailed GTM plan with KPIs, segmentation, pricing, channel mix,launch roadmap
• Case Studies: Depth of strategic input in past projects, especially in B2B/agricultural sectors
• Team Composition: CVs and bios of key strategists and project leads
• Budget & Timeline: Cost-effectiveness and feasibility of proposed schedule

9.0 Clarification Requirements for Bidders

• How will your approach be customized to PHARO INTEGRATED AGRICULTURAL MANUFACTURING PLC ’s industry (agriculture/manufacturing)?
• Do you have experience with B2B or agricultural value chain projects?
• What is your detailed methodology for GTM strategy development?
• What tools and frameworks will you use?
• What are the exact deliverables and success metrics?
• Can you provide case studies relevant to strategic GTM decisions (not just creative campaigns)?
• Who are the key personnel assigned to this project? Include bios and relevant experience.
• What is your proposed timeline and budget breakdown?

Bidders must contain renewed legal trade license, registration, and professional competencies certificates renewed for 2017 EC to take part in the bid. Please note that the failure to submit (attach) the required documents will result in cancellation of the bid. Late submissions will be disqualified from the bid.

Deadline for Submission: October 15, 2025; until 8:00 am
Submission Email: edessalegn@pharoventures.com 
Subject Line: Go-to-Market Strategy Design & Implementation