Prepared for:

PETROAFRICA (T) LTD

ABDULAZIZ MOHAMED – MARKETING B2B MANAGER

[FROM 20TH FEB T0 1ST MAR 2023]

INTRODUCTION

PETROAFRICA T LTD is a provider of fuel products and logistics services committed to

customizing a program that fits the needs of businesses. The company supplies diesel, petrol,
and kerosene, both in retail station network and in bulk fuel through branches located in
different locations in the country such as Mwanza, Geita, Kahama, Kasulu, Mbeya, Songea,
Masasi, and Dar es Salaam.

This branch is managed and administered by Branch Managers as there are to deal with the
sale of fuel and generally, supervise the nearby PAT stations by supporting retail sales.

However, wholesale sales start from depots in Dar es Salaam, Tanga, or Mtwara and are sent
through owned or hired trucks to transport fuel to the customer in up countries.

Many times, customers prefer to take the fuel using their own truck ex-depot however this
option is also very safe because transfers the risk at the depot.

Looking for wholesale or retail customers is not a small matter, it is something that requires
time and money. Usually, you can't reach a customer through a phone and understand each
other, customers like to be visited and request order so that you will be able to sell your products
and get money.

Difficult customers are those who buy with cash and who often are price sensitive and run
petrol stations most of them look for a good price in the market, and regular customers are
those who have credit facilities with the company and which it is not easy to lend to everyone.

Our trip this time was targeted to reach customers in the southern region of Tanzania, especially
new and old stations that are strategically located on the road, and by the power of Allah, we
managed to visit a big number of them. However, we started from Iringa, Mafika, Makambako,
Mbeya, Sumbawanga, Mpanda, Songea, Tunduru, Masasi, Mtwara, Lindi, and Tanzania Coast.

MARKET OBJECTIVE

To identify general sales, market characteristics, and new marketing trends in all regions of
Tanzania’s south and southern highlands for Petroleum Products and services. This survey
includes those that relate to DIESEL, PETROL, AND KEROSENE sales in the region. In
particular, the study is sought to characterize the trend of the wholesale petroleum market,
consumer accounts, cooperate accounts, and petrol service stations in the Region.
METHODOLOGY

For this task, PETROAFRICA MARKET TEAM compiled and analyzed relevant market
study reports by physically visiting the petroleum dealers in the region: the Public Petrol
station owners, retail cooperate accounts, private credit, and cash accounts.

THE TEAM

This study result is a successful combined effort of Team Leader Mr. Abdulaziz -B2B
Manager and Abdirahman Yusuf – Marketing Manager Mbeya branch.

FINDINGS

Our survey reveals that over 5 out of 15, available stations are under construction. As more
players join the market, competition increases, and these make increases the number of
customers for bulk sales.

Nevertheless, we meet some challenges whereby we were able to meet a few numbers of
directors or owners who run the station rather we met a big number of station managers and
collect less information about the business. Another challenge is that few of the station
managers were able to give their directors numbers and left us with only their numbers.

The table below shows the number of customers we reached by region

S/NO LOCATION NO. OF CUSTOMER VISITED POTENTIAL UNLIKELY

1 IRINGA 29 21 8
2 MBEYA 24 10 14
3 MPANDA 6 2 4
4 SUMBAWANGA 10 4 6
5 MAKAMBAKO 11 6 5
6 RUVUMA 20 19 1
7 MTWARA 6 4 2
8 LINDI 14 3 11
9 PWANI 6 4 2
TOTAL 126 73 53
GENERAL SALES IN THE REGIONS

Southern regions are the regions that deal with large farming activities and they use vehicles to
transport their harvests to other Tanzania cities regions, other region like Ruvuma involves in
coal mining activity such that they require much diesel fuel for daily operations. Generally, all
petroleum products are required in the area but the most fast-moving product is diesel then
followed by petrol, kerosene does not move well but it’s always good to stock in order to attract
all customers because out-of-stock normally discourages most customers.

However, the mostly to targeted customers were privately owned service stations, consumer
accounts and cooperate accounts which are in the region since most of the petroleum companies
run their own stations or have dealers and they strictly monitor the supplies.

CUSTOMER CHARACTERISTICS

Most of the dealers of petroleum products who own the petrol station buy fuel straight from
Dar es Salaam, they have their own trucks to transport fuel to their location.

The customers here are very price sensitive and they will always purchase from the lowest
supplier in the market and they purchaser in cash.

Further to this the customer care so much about loading time, when they have agreed with the
supplier and deposited money in the supplier account, they actually need the truck to be loaded
the same day without fail since they highly depend on the truck to arrive early so as to avoid
out of stock cases.

RETAIL SERVICE STATION

There are quite a good number of Service stations in the whole region starting from Iringa,
Ruvuma- Songea, Mbeya, Rukwa- Sumbawanga, Mtwara and, Lindi, we have privately owned
service stations and Petroleum Company-owned service stations that are operated by dealers.

Most of the dealers who are running Petroleum company’s service stations also have their own
private station so you may find that one person owns more than three stations in the whole
region plus the one that he is running as a dealer.

MAIN COMPETITORS

The main competitors in the region are the meager petroleum companies coz all the large
petroleum companies in Tanzania are having petrol service stations in the southern highland of
Tanzania namely TOTAL, ORYX, PUMA, OILCOM, CAMEL, LAKE OIL, but apart from
this we have privately owned companies that have dominated the petroleum industry for quite
a number of years that is ASAS PETROLEUM, OILCOM-TAWAKAL, these companies have
clients that are with them all these years and they only fuel at their stations.

However, the Advantage that we have over the others is that we always have a fuel truck that
goes to the Mbeya region and Songea region after we open our station so we might have cash
sales to the retail service station that may be needing a small quantity of fuel as they wait for
their trucks to come from DSM, for instance when a client in Iringa, Namtumbo needs like
10,000 liters diesel to avoid his station running out of stock we can divert our truck and sell
him one compartment as he waits for his own truck from DSM, but this must be cash business.

CONCLUSION AND RECOMMENDATION

The southern regions market is high potential due to the fact that they have a large consumption
of petroleum products that is not satisfied, the number of petroleum privately owned stations,
the company owned and other suppliers do not satisfy the market since the consumption is
bigger than the supply, the region also is bordered by 3 countries all the countries nearby
provinces depend on fuel supply from southern highlands of Tanzania the people cross to
Tanzania to buy fuel, also the activities in the region itself depend on fuel inside the region so
you find that the fuel supply does not satisfy the market.

The recommendation is that in dealing with the customers who need to buy fuel from us it will
be good if they pay cash before supply and for those who are at least trusted we should collect
post-dated cheques for credit supply with sign contract. However, customers that are new and
require credit facilities should bring BG for credit supply.
 PETROL SERVICE STATIONS THAT WERE VISITED IN THE MARKET SURVEY

S/N CUSTOMER ADDRESS TITLE CONTACT PHONE

NAME
IRINGA

1 STAR FUEL IRINGA DIRECTOR MUSHI- 0652 305 835

MANAGER
2 IRINGA SERVICE IRINGA DIRECTOR FARAJ/FEISAL 0784 767126
STATION
3 HOPE SERVICE IRINGA DIRECTOR MOHAMED / 0784 300522
STATION KASIM
4 GAPCO - KITANZINI IRINGA DIRECTOR KAMWANA 0754 293182

5 GAPCO STAR IRINGA DIRECTOR KHALID 0782 300520

MANSOOR
6 ORYX ENERGIES IRINGA DIRECTOR S/S NASSOR 0713 335555

7 OILCOM TAWAQAL IRINGA

8 CAMEL OIL IRINGA

9 KITWIRI SERVICE IRINGA DIRECTOR MR.JONAS 0766 262 404

STATION
10 JN OIL IFUNDA DIRECTOR MRS. 0754 261 481
JEVENTINA
11 FAIDIA FILLING IFUNDA DIRECTOR MR. EMANUAL 0754 898 052
STATION
12 DCN OIL MAFINGA DIRECTOR DAMAS 0755 055 043
CHARLES
13 KAFYULILO F/S MAFINGA DIRECTOR MR. EMANUAL 0755 993 776

14 CF PETROL MAFINGA MR 0785 406 000

STATION MOHAMMED
15 CAMEL OIL MAFINGA

16 MEK ONE STATION MAFINGA

17 TOTAL STATION MAFINGA SHALUWA 0767 303044

18 KANGESSA MAFINGA HUSSEIN 0784 370263

SERVICE STATION KAGESA
19 FM F/S MAFINGA MANAGER SHIBU 0754 458 205

20 MAFINGA F/S MAFINGA MANAGER VICTOR 0769 253 363

KIPAGATI
21 MWILAMA OIL MAKAMBAKO DIRECTOR MR. JONAS 0755 835 886

22 LAKE OIL MAKAMBAKO

23 CAMEL OIL MAKAMBAKO

24 MUHOJI MAKAMBAKO DIRECTOR WILLIWM 0757 062 365

MWITA
25 MKAMBAKO MAKAMBAKO DUGAGE 0784 363082
STATION
26 PUMA MAKAMBAKO EVERLIST 0755 874152

27 MOGAS MAKAMBAKO

28 JBP STATION MAKAMBAKO CHRISTOPHER 0755 556089

29 NJOMBE FILLING MAKAMBAKO

STATION
MBEYA

1 NYAMHAGA OIL IGAWA DIRECTOR MR. AMOS 0765 974 275

MARWA
2 RAK ENERGY IHANGA MANAGER MRS. ATU 0715 805 752

3 MCL S/S ILONGE DIRECTOR MR. IBRAHIM 0764 877 430

GEMBE
4 MBELEYE OIL ILONGE MANAGER MRS. DORIS 0756 893 598
MWALEMBE
5 SK OIL- SIM OIL DIRECTOR MRS. FATMA 0759 460 859
6 IGAWA FILLING MBEYA
SATION
7 CHIMALA FILLING MBEYA MR. ALPHONCE 0756 992045
SATION
8 GAPCO CHIMALA MBEYA MR.MINZI 0754 510113

9 MEK ONE STATION MBEYA

10 OILCOM PETROL MBEYA
STATION
11 LAKE OIL MBEYA

12 ORYX STATION MBEYA

13 OILCOM MBEYA

14 TOTAL STATION MBEYA

15 GAPCO MBEYA

16 JM PETROL MBEYA
STATION
17 MILO STATION MBEYA

18 MBEYA HIGHWAY MBEYA MAMA BHANJI 0754 381706

SERVICE STATION
19 KANJILAL MBEYA

20 MANJI MBEYA

21 DAIMA MBEYA

22 MANYANYA MBEYA

23 DAIMA FILLING MBOZI/TUNDUMA MR.MNYONGE 0754 381002

STATION
24 ILASI FILLING MBOZI/TUNDUMA FESTO 0766 418716
STATION
KATAVI

1 ALLYEN COMPANY MPANDA DIRECTOR ALLYEN 0767 667 171

LIMITED PETROL
STATION
2 GBP TANZANIA LTD MPANDA
– KATAVI
3 MADEMA CO LTD MPANDA DIRECTOR MADEMA 0687 939 999

4 RUTALA LIMITED MPANDA

5 SERENIVA MPANDA
COMPANY LIMITED
6 GBP SERVICE MPANDA
STATION – MPANDA

RUKWA

1 MUNIO PETROL SUMBAWANGA DIRECTOR MR. 0754 293 182

STATION CHRISTOPHER
2 RELAX PETROLEUM NAMANYERE DIRECTOR MR. MASOUD 0746 111 114
LIMITED
3 TAWAQAL AND SUMBAWANGA
COMPANY LTD.
4 AFM HASHI CO. LTD SUMBAWANGA

5 PETROL STATION SUMBAWANGA

6 ENERGY MILLING SUMBAWANGA DIRECTOR

COMPANY LIMITED
(ASTRA)
7 MADEMA SUMBAWANGA
COMPANY LIMITED
PETROL STATION
8 SAA TATU SUMBAWANGA DIRECTOR MR SAID SUDI 0767 550 431
INVESTMENT
LIMITED FILLING
STATION
9 SAID SOOD ALLY – SUMBAWANGA
SS OIL
10 TAWAQAL & CO. LAILA DIRECTOR MR. WILLIAM 0758 381 073
LTD – (SMART) MWASHUYA

NJOMBE

1 NYOLOLO NJOMBE NJOMBE JAMES 0756 217933

F/S MWANUKE
2 JN F/S NJOMBE MANAGER MRS. MADAM 0621 407 208
LOVE
3 P MAX NJOMBE MANAGER MR. ANTHON 0746 664 444
MLWILO
4 JOHSIN FILLING NJOMBE MANAGER MRS.PENUELLX 0623 695 618
STATION
5 GAPCO NJOMBE MZEE 0756 217933
MWINUKA
6 NDIME NJOMBE PROSPER C. 0754 048152
INTERPRENIUR LTD MJEDELE
7 LAKE OIL NJOMBE

8 STATE OIL NJOMBE

9 GAPCO NJOMBE

10 GAPCO OTTAWA NJOMBE

11 KOMBA STATION NJOMBE

RUVUMA

1 TSN STATION SONGEA SALMINI 0752 168432

2 OILCOM SONGEA SALEHE 0714 444445

3 SLEM OIL SONGEA DIRECTOR MR. EXAVERY 0756 800 659

L MSIGWA
4 HM P/S SONGEA DIRECTOR MR. OMARI 0716 376 161
MSIGWA
5 VAG OIL MBINGA DIRECTOR MR. OVANS 0756 202 415
URIO
6 MDS MBINGA DIRECTOR MR. MENLIK 0758 234 071

7 MBAMBAY RD MBINGA DIRECTOR KARAMA

8 SAJDA OIL SONGEA ACCOUNTANT MRS. NEEMA 0672 677 967

HAMIS
9 REFUELING SONGEA MANAGER MR. BAHATI 0620 358 158
SOLUTION
10 KISUMAPAI SONGEA DIRECTOR SABASI 0752 278144
FILLING STATION
11 MABENA P/S SONGEA DIRECTOR MR AMOS 0766 070 312
12 MBAMBA BAY MBINGA DIRECTOR ABDULBASIT 0768 632426
F/STN
13 GAPCO MBINGA MBINGA DIRECTOR MR HINJU 0767 021921
S/STN CRISS
14 SCORING F/STN MBINGA DIRECTOR ISAYA 0756 212811
BONIFACE
15 DEA LTD F/STN MBINGA DIRECTOR MR DANI 0784 138081
KOMBA
16 MAMBO MAZURI TUNDURU DIRECTOR IBRAHIM 0784 735 590
P/S MOHAMED
17 JAMHURI F/S TUNDURU MANAGER ABDULAZIZ 0873 541 072

18 CROSSROAD F/S TUNDURU MANAGER MZEE SALEH 0753 100 200

19 YMS F/S NAKAPANYA DIRECTOR YAKUOB 0652 415 453

20 NAKAPANYA F/S NAKAPANYA DIRECTOR MUSA 0754 056 247

KAZUMARI
MTWARA

1 RAK OIL MANGAKA DIRECTOR RASHID ALLY 0655 488 151

NAMWATIKA
2 KINJE OIL MANGAKA DIRECTOR 0713 614 927

3 UHECHE MASASI DIRECTOR AHMED

UHECHE
4 PETRATAN MTWARA DIRECTOR IDDI 0712063 633
MWANYOKA
5 KING J MTWARA DIRECTOR AHMED BONGI 0713 387 776

6 S. ENERGY MTWARA PROCUREMENT MR VENU

LINDI

1 KINJEKITILE LINDI
FILLING STATION
2 LAKE OIL LTD - LINDI
MNAZI MMOJA
PETROL STATION
3 LAKE OIL LTD- LINDI
MATOPENI LINDI
4 NAJMA PETROL LINDI DIRECTOR KASIM 0715 668 669
STATION – LINDI ABDALLAH
5 ORYX OIL LINDI
COMPANY LIMITED
– MNAZI MMOJA
6 ACER PETROLEUM LINDI
(T) LIMITED
7 AHMED R. BONGI – LINDI DIRECTOR AHMED BONGI 0713 387 776
KING J PETROL
STATION
8 BUTI LA ZUNGU LINDI
SERVICE STATION
9 FOUNTAIN LINDI
PETROLEUM LTD –
LINDI SERVICE
10 GAPCO (T) LTD- LINDI
LINDI PETROL
STATION
11 LIVE FUEL AND LINDI
SERVICE STATION
12 LAKE OIL LIMITED – KILWA

13 BS OIL (T) LIMITED – KIRANJERANJE DIRECTOR ABDALLAH 0628 694 624

BARAKAT
14 DOLPHIN OIL SOMANGA

PWANI

1 MOHORO PWANI HABIB FADHILI 0762 600 851

2 KIBITI F/S PWANI- KIBITI MANAGER ERICK 0759 659 095

CHIKOYA
3 TIDU OIL BUNGU DIRECTOR HAMIDU 0715 655 952
MOHAMED
4 MBUYUNI F/S KIMANZICHANA MANAGER SELEMAN SAID 0718 616 723

5 DAPCO MWARUSEMBE MANAGER HILARI 0625 589 794

6 MWANZO OIL MWARUSEMBE DIRECTOR RAMADHAN 0718 301 868

NDEGU