TERMS OF REFERENCE

CONSULTANCY SERVICES FOR

THE PREPARATION OF MARKETING & SALES STRATEGY, MARKETING &
SALES POLICY, PROMOTION AND BRANDING MANUAL
1. Background and Context

BEAEKA was established in 2010 as a family business. Over the years the company
expanded and diversified into various sectors. Today BEAKA is a diversified company which
is engaged in manufacturing, agriculture, import, export, services and construction sectors. In
addition to these there are upcoming projects that would become operational in the near
future. The company consists of companies engaged in various undertakings handling the
operational aspects while the Corporate Head Office coordinates and oversees the overall
tasks of the group companies. The growth and diversification BEAEKA has necessitated the
drafting and preparation of departmental policies, procedures and strategies.

In order to fulfill the vision and mission statements of BEAEKA, in a coherent manner, the
departments at the Corporate Head Office are in the process of preparing departmental
policies, strategies and manuals on outsourcing basis. To this end, the Marketing & Sales
Department is looking for a competent consultancy firm to undertake the preparation of
Marketing & Sales Policy, Marketing & Sales Strategy, Promotion and Branding Manual. The
management of BEAEKA believes that future success will largely depend on an effective and
robust branding, marketing and sales strategy that benefits the aspiration of the Company.

2. Key objective of the Consultancy Services

BEAEKA is seeking to outsource preparation of the Marketing & Sales Policy, Marketing &
Sales Strategy, Promotion and Branding Manual to a credible and professional consultancy
firm.
3. Description of the Assignment

The Consultant shall be required to design Marketing & Sales Policy, Marketing & Sales
Strategy, Promotion and Branding Manual. In order to achieve the key objective of the
Consultancy services, the assignment will involve, among others:
i. Local market study and analysis to inform the formation of a branding, marketing and
communication strategy in a business context, brand context, target market context
and the competitor context.
ii. Using the market study to develop the appropriate marketing & sales policy and
strategy taking into account the vision and mission statements of Company.
iii. Development of a branding Strategy for use by the Corporate Head Office.
iv. Development of the Brand Architecture and Brand Positioning of BEAEKA.
v. Develop and execute a brand communication strategy required for marketing and
sales.
vi. Assist the BEAEKA in branding execution and implementation
vii. Undertake research on customer perceptions of the developed brand and propose
strategies to further improve the brand.
viii. Support BEAEKA to design events related to promotion / marketing of the brand.

4. Timing and duration

The proposed task as enumerated in article 3 is expected to be completed within 8 weeks
of the formal agreement between the Consultant and BEAEKA

5. Expected deliverables
All written documentations are to be submitted in English using Microsoft Word in both
soft and hard copy. All primary data collected and analysis conducted for the purpose of
the study will remain the property of BEAEKA.

The consultant will provide the following deliverables to BEAEKA within the timeframe
stated:
a. An Inception Report: The consultant is required to submit Inception Report within 8
days after signing of contract agreement to BEAEKA Inception report would help the
 selected consultant to undertake a document review and prepare research plan that
consists, among others: detailed work plan for the entire exercise, methodology and tools
to be used, and expected outputs. The inception report will be reviewed and approved by
BEAEKA. Based on the outcome of this review; the consultant is required to revisit its
work plan accordingly.

b. Periodical Reports: The consultant is expected to submit periodic reports and updates on
the progress of the project and challenges thereto.
c. Final Draft Document: Corporate Head Office Marketing & Sales Policy, Marketing &
Sales Strategy, Promotion and Branding Manual for approval by the Management.

6. Qualifications, skills required and selection criteria

The Consultancy firm / firms shall have demonstrated competencies and expertise in the
area of marketing, strategy development, promotion and brand development More
specifically the professionals to be deployed are expected to have:
 Experience in carrying out marketing research, design and policy formulation.
 Demonstrable academic and practical experience pertaining to the task at hand.
 Good understanding of diversified companies
 Strong analytical and report writing skills
 Fluency in spoken and written English and Amharic
 The lead consultant (team leader) should possess at least a Master’s degree in
Economics / Marketing
(Please note that partnership with other competent firms for specific tasks is also
welcome).

7. Selection Criteria

BEAEKA intends to offer the assignment for shortlisted companies on a competitive and
merit basis. However, the selection will be carried out on the basis of:
 a. Technical Proposal (70%)
• Evidence of the consultants’ in-depth knowledge and demonstrated understanding of
the work required
• Previous work in related or relevant fields
• Clarity of analysis and proposal documents
• Proposed team/ staff planning
• Methodology and
• Service delivery strategy
b. Financial proposal (30%)
 The financial proposal shall indicate breakdown of major costs and shall be evaluated
given maximum points (30) while the others will be awarded in proportion to their
deviation from the least bidder.

8. Management of the research project

The consultant will communicate directly to the Marketing & Sales Department at the
Corporate Head Office. However, during the course of the project, the consultant is expected
to work closely with the relevant staff of BEAEKA. Any proposed changes to the personnel
listed in the technical proposal must be approved by BEAEKA.

In the implementation of the project Research BEAEKA will provide:

 Guidance and technical support as required as to the nature and operational aspects of
the group companies.
 Logistical arrangements for tasks that may require visit to the group companies.
 Copies of all key background resources/documents as required.
 Staff time to assist with data / information provision.
 Introductory meetings with key management staff.
 Comments and feedback on, and approval of, all deliverables within agreed timeline.
The consultant will be responsible for:
 Developing the detailed methodology to undertake the task
 Regular progress reporting including responding to any comments or technical inputs
wherever reasonable
 Production of deliverables within agreed timeline and in accordance with quality
requirements
 Incorporating comments and feedback from BEAEKA into the final report

9. Eligibility

 Renewed business licence

 VAT registration

10. Application procedure

Shortlisted consultants shall submit their technical and financial offer along with summary
of company profile and updated CVs of key professionals to the Corporate Head Office
Marketing & Sales Department within 3 working days from the receipt of the invitation to
the address below

Email: mesfinkitaw@gmail.com or Hard copy

BEAEKA Corporate Head Office
Tel. +251911256317
A.A. Ethiopia;
Physical Address: Gulelie Sub-city, Woreda 08
H.No. New

BEAEKA reserves the right to amend or cancel all or part of this bid for consultancy
service.