1.

Objective:-To sell 12,000 eggs per day in Addis Ababa

2. DESCRIPTION OF PRODUCTS AND SERVICES

 FAI is considering providing table egg to potential customers throughout

Addis Ababa with door to door service
 Until now FAI has only sold its products from D/ziet farm and has been
limited sales within the small amount in local markets.
 By offering table egg, FAI can market its products to an entirely new
market, increase revenue, and allow customers to purchase table eggs from
the convenience of their own homes.
 There are no proposed changes to FAI’s current product offerings as a result
of this study.

3. Resource CONSIDERATIONS

Customers demand a simple and easy way by which to conduct table egg
transactions and it is imperative that all transactions are conducted in direct. Two
cars and two drivers with to marketers at least of 48,000 birr revolving fund should
be funded per day.

4. PRODUCT/SERVICE MARKETPLACE
 Door to door service of offering table eggs for potential hotels, pastry,
Hospitals etc.
 The top 3 competitors are currently: Alema, ELFORA and Maranata.
 FAI will distribute Table egg purchases via direct shipping from the nearest
farm location. This will allow FAI to provide timely shipping and eliminate
the need for a central warehouse or facility from which to store and ship its
product.
5. MARKETING STRATEGY
 In order to be successful, FAI must differentiate itself from competitors in
order to appeal to customers in the table egg marketplace. .
 Current competitors do not currently provide any personalization of
packaging.
 Customers will have the ability to personalize messages on or inside of
product packaging, request specific color-based themes, or tailor packaging
for special occasions or events.
 FAI will implement a customer e mailing list in order to send product
promotions, sales advertisements, and other special offerings to customers
who register.
 FAI will offer referral incentives to customers who refer our products to
friends and family in order to provide additional incentives.
 FAI will also maintain a customer database in order to determine its target
customer groups and geographical regions.
 FAI will research marketing intelligence providers to determine the benefits
and costs of purchasing customer information for bulk as well.
 Another important consideration of FAI’s table egg marketing strategy is
cost.
 FAI’s current marketing and sales staff will require training in Table egg
marketing and sales practices.
6. ORGANIZATION AND STAFFING
 The FAI table egg sales project is not anticipated to significantly affect the
organizational structure of the company.
 Two staffing additions required to successfully implement the table egg
sales campaign.
  All of these positions will work within existing departments and report to
department managers.

7. SCHEDULE
oct 20, 2012: Initiate Project

oct 21 12: Project kickoff meeting

Oct 28, 20 12: Complete data of Egg supplier

Nov 5, 20 12: Complete data of potential customer

Nov7, 20 12: Ask for financing

Nov 10, 20 12: Start of egg supplying

Upon approval of this project a detailed schedule will be created by the assigned

project team leader to include all tasks and deliverables

8. FINANCIAL PROJECTIONS

Investment cost for Supply of 12,000 egg per day

S/N Item Mst Unit price Quantity Total
1 Egg tray pcs 25 1200 30,000
2 Egg pcs 4 12,000 48,000

1 Admin.cost pcs 7000 4 28,000

2 packaging pcs - - 2,000
 Income Generated
Per Day Per month Per year
Price Received $12,000.00 $360,000.00 4,320,000
Gross Income 15% vat $10,200.00 $306,000.00 3,672,000
Net profit - 276,000 3,312,000

9. FINDINGS AND RECOMMENDATIONS

Based on the information presented in this feasibility study, it is recommended that
FAI will approve the table egg sales initiative and begins project initiation. The
findings of this feasibility study show that this initiative will be highly beneficial to
the organization and has a high probability of profitability success. Key findings
are as follows:
• Will utilize only cars
• Small no of egg tray
Marketing:
 This initiative will allow FAI to reach large number of target groups a low
cost
 FAI can expand customer base beyond geographic areas where stores are
currently located
 FAI is able to differentiate itself from its competitors and will utilize
incentive programs to target new consumers
Organizational:
o Minimal increases to staffing are required with no changes to
organizational structure
o No new capital investments are required except a revolving fund