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Export Import Plan of Wereta International Business PLC
Export Import Plan of Wereta International Business PLC
1. Introduction
Ethiopia was following the two major trade policies, Import substitutions during the majesty
period and export promotion during the Derge regime and both of them simultaneously at the
EPRDF regime. A countries balance of payment which is a barometer of the economy is
determined by the relative strength between import and export. But the most important part of
the BOP is the trade balance which is determined by the amount of goods and services
exported and imported over a period of time.
The Ethiopian trade balance was positive only in one period and it was during the Majesty
period, in the rest it continues to be negative to date. This implies that import exceeds export.
The gap between import and export is widening from period to period. The average annual
growth rate is 8.4% between 2006/7 up to 2021/22. Whereas export and import were growing
annually on average by 9.5% and 8.5% respectively during the same period.
Wereta International Business PLC has started import and export in the year 2009/10. During
this time the company has exported 30 quintals of coffee to Germany and imported tire from
China (Alemayehu Mihretie). Then after the company expands and diversified its import and
export and continues this business to date. The company is majorly exporting agricultural
commodities such as oil seeds, pulses and coffee. From this foreign currency earned we
import different kinds of industrial products. To mention some heavy-duty Vehicles,
construction machineries, agricultural machineries, tire, generators are imported and traded.
For the sake of administration purpose and the strong relationship between import and export
they organized under one Directorate. In addition to these the transit unit which clears import
and export in the custom is found under this Directorate. For the period of 2023/24 we
presented the plan for the three units separately as follows.
i. Export is divided in to two sub units:
Coffee export managing unit
Oilseeds and pulses export managing unit
ii. Import: this unit manages all the import of the company
iii. Transit unit which processes all the imports and exports of the company using the
sister company license named “SENSWA”.
2. Export Performance of the country
Ethiopia exports different commodities to the rest of the world but the major one is
agricultural product which is price inelastic in the world market. The followings are the major
exporting commodities to the rest of the world.
1
S. Types of commodities % Share
n
1 Europe 40.8%
2 Asia 33.1%
3 Africa 15.9%
4 USA 9.4%
Source: Source: NBE annual report 2021/22
2.1. Coffee Export plan of wereta
Ethiopia is one of the green coffee exporters, the type which is categorized as Brazilian
naturals under which Brazil and Paraguay are found. The type of coffee traded at world
market is generally divided in to four types, these are Brazilian naturals, Colombian mild’s,
Arabic’s and Brazilian naturals and Robusta (European coffee report 2022.23).
Ethiopia is ninth out of the top 20 green coffee exporter to the EU 27 areas. It shows the 2nd in
Africa next to Uganda which stood 3rd out of the top 20.
Major buyers of the Ethiopia coffee are Germany, Saudi Arabia, U.S.A., Belgium, France and
Netherlands. The top four coffee consuming countries in 2022 were EU (24%), USA (18%),
Brazil (13%), Japan (4%) and the rest of the world contributes the remaining 44%.
There are 375 coffee exporters in Ethiopia. In 2022/23 Ethiopia exports 160,905.75 tons of
coffee (45159.56 washed and 115746.19 unwashed coffee) with a value of 880,010,890 USD.
Out of these our company exports only 0.2%.
The top ten coffee exporters in the last 9 months of 2022/23 exports 46,149.4 tones with a
value of 824,514,180 USD. Which accounts 28% of the total export. The average price per
tone is 5,469 USD or 5.47 USD per kilo gram.
Ten top Coffee Exporters of Ethiopia Table 3
Sn Exporter name Volume Value
1 Kerchanshe trading p.l.c 8,636.76 49,736.45
2 Tracon trading private limited com 7,512.66 44,087.83
3 Hadeed trading private limited comp 9,728.40 42,688.00
4 Abdulhakim mohamed gelato 8,278.00 33,765.33
5 Adulina coffee exporter plc 4,970.40 29,207.93
6 Arfasa general trading plc 4,297.20 20,255.15
7 Bnt industry & trading p.l.c 2,498.88 19,310.95
8 S.a bagersh private limited company 2,902.65 19,256.38
9 Zelaleme eshetu g/amanueil 3,910.20 17,311.12
10 Sidama cofee farmers coopera union 2,175.27 17,004.31
Total 46,149.4 824,514,400
Ministry of Coffee and Tea(2023)
2
2 Equatorial traders limited 7 Touton geneva sa 12 Mercon coffee corporation
To increases our market share of Coffee export the following coffee export plan is developed.
Wereta International Business PLC bought green Arabica coffee beans from the
domestic market to export Europe, , UAE, China and the rest of the world. The
objective of this plan is to briefly present the market analysis and strategies to attain
our goal to be one of the top twenty exporters in Ethiopia. Our general plan is to
export one hundred eighty containers of green coffee to generate 15 million USD.
The plan is very specific and brief to make it presentable and the goals are measurable.
The detailed export schedule will be represented every three months to be flexible with
the market.
2.1.1 Target
1. To export 180-200 containers (3,456.0mt –3,840.0mt)
2. To be listed in the top twenty Ethiopian coffee exporter in the year ahead.
3. By doing so to generate 12-15 million USD revenue.
3
contributed to the increased demand for Ethiopian coffee. The last year's
performance of chines importers is also a good indicator.
The European trader's conventional coffee demand increment, the UAE's known
interest in natural coffees and the overall economic situation of the world will force us
to focus on conventional coffee export than washed and speciality coffee.
The market overview implies that Natural coffee which is at a conventional level
should cover more than 70% of our export and the rest will be covered by washed
coffee and speciality coffee.Therefore, to expand production capabilities and to fulfil
the request of importers mentioned in the marketing analysis, with whom we are
planning to deal for larger orders.
To get a large volume of coffee within desired quality and reasonable price and to
secure our export market we use the following strategies: -
1. Create vertical integration with natural and washed coffee suppliers
2. Field visiting
3. Quality control
4. Attending coffee exhibitions
A) Vertical Integration
We have to be vertically integrated with both natural and washed coffee suppliers to
secure a large volume of coffee supply.
When we deal with washed coffee suppliers, we have to pre-finance them and in
return, we can get good-quality coffee at a reasonable price.
The advantage of being vertically integrated with Conventional coffee suppliers is not
limited to securing coffee for our export contract, but also depending on the market
condition there are possibilities of getting coffee by credit, which is extended
for a month or two.
B. FIELD VISIT
4
Visiting the washing stations of our suppliers before and after pre-financing is
mandatory. During the field visit we can control the production quality of the
suppliers and we also create intimacy with suppliers for our long-running business.
C. QUALITY CONTROL
Being proactive on the quality of coffee we are going to collect and export is
necessary to avoid on the run obstacle and serious losses in the business.
Our quality controlling team will be assigned for each field visit to check on the
production process of our suppliers and in addition to that, they will collect coffee
samples to keep on record. The arrival coffee also will be sampled.
Networking. Networking is a biggie, no matter which industry we are in. Growing our
audience means growing our business, and attending an exhibition helps with that.
Standing out from the crowd and getting our voice heard can be challenging, and, if
we’re trying to get new clients with just cold calling and emails, for example,
we may find ourselves being ignored.
Meeting someone face-to-face, however, it’s another matter. A trade show allows us
to meet with a potential customer and connect with them and, while some
clients buy (sign contracts on) our products during the exhibition, others won’t – but
they may be a lot more responsive to our sales pitch once they know us.
Gather intelligence. Use shows to learn how other coffee exporters promote. Visit
competitor displays to gauge their effectiveness. Taste coffees from other exporters to
better understand the competition. Adapt good ideas from your competitors for your
marketing plan.
Generally, to attain our annual goal and bulled a sustainable market for our
company, the coffee exporting department has to attend the coffee exhibitions
selectively and attentively.
5
.
1 Djimma/Lekemete 2,304 250,000 576,000,000
COFFEE
PURCHESING
AND STOCK
6
MARKET
SEARCHING
CONTRACT
AGREEMENT
LOC OPENING
(OPTIONAL)
7
Reject
Oil seeds and pulses accounts the 5th and 6th stages consecutively of the Ethiopian export
commodities in the year 2021/22. Our company didn’t export these commodities since 2020.
This was due to different reasons.
8
Sun flower 4.79 8.78
Rape seed 1.41 1.84
Lin seeds 2.39 8.89
Total 120,259.90 202,801.60
Out of 42 oil seeds importing countries, the top ten countries import 88% of it.
Ethiopian oil seeds export performance of the last 10
months. Table 13
The export volume of Oil seeds Decreased by 17
%.
Sesame seed Decreased by 15%
Niger Seed Decreased by 31%
castor seeds Increased by 0%
Pumpkin seeds Decreased 36%
Ground nut Decreased by 99%
sun flower Increased by 37%
9
Lupin 2382 1,121
Cream beans 3960 3,563
Lentiles 0.08 0.17
10
Beans 128.40 42,750 5,489,100
Others 256.80 42,750 10,978,200
Total 1035.50 142,588,255 2033.00 108,205,890
Pulses
Sales
Quarter Quarter 1 Quarter 2 Quarter 3 Quarter 4 Total
Soya 3,751,000.00 3,751,000.00 7,502,000.00
RKB G 5,940,000.00 5,940,000.00 5,940,000.00 17,820,000.00
RKB S 5,280,000.00 5,280,000.00 10,560,000.00
WPB 5,280,000.00 5,280,000.00 10,560,000.00
Kabuli 7,260,000.00 7,260,000.00 14,520,000.00
Desi 4,158,000.00 4,158,000.00 8,316,000.00
Beans 4,620,000.00 4,620,000.00
Others 4,620,000.00 4,620,000.00 9,240,000.00
Total 19,591,000.00 13,651,000.00 22,638,000.00 27,258,000.00 83,138,000.00
Cost 25,758,003.00 18,345,471.00 29,650,128.00 34,452,288.00 108,205,890.00
Gross (6,167,003.00) (7,012,128.00) (7,194,288.00) (25,067,890.00)
Loss (4,694,471.00)
Total -17,240,678 -26,858,636 -25,145,043 -7194288 -76,438,645
13
Operational Cost for export per ton in Birr
Items Cost
Purchasing Agent commision 500
Bank service charge 1900
Transit service charge includes Container stuffing cost and port clearing 1400
Transport from purchasing to cleaning 1800
loading -Unloading at cleaning warehouse 350
Cleaning cost 1000
Mixing / drying any other processing cost
Packing material purchasing / printing cost 600
Transport to Port (Djibouti or Port Sudan) 2800
Documentation cost 100
Inspection cost 100
Misc expense 100
Total expense per quintal in Birr 10650
Major challenges
1. A very low quality control
2. Absence of effective market platform, supply chain of the sector is scattered.
3. Low international market price as any other agricultural product.
4. Existing government regulations especially regarding forex allocation.
5. Post war trauma and displacement.
14
WERETA INTERNATIONAL BUSINESS PLC
EXPORT FLOW CHART
Acquisition of
Stock
Export sales
Cleaning
15 Reject
Shipment
Document
Preparation
Payment
16
IMPORT & TRANSIT DEVISION PLAN
IMPLEMENTS: HARROWS
HARROWS 5 20 25 375,000.00
24DISCS
HARROWS 8 10
1
9 40 750,000.00
28/30DISCS 3
Total 8 0 0 10 0 0 1 5 0 9 20 0 65 1,125,000
3
INDUSTRIAL MACHINERY
EXCAVATOR 4 1 2 3 2 3 15 2,875,000.
LOADER 2 3 5 5 5 5 5 30 2,125,000
TRUCK/ 4 6 5 5 20 2,250,000
TRAILER
VOLVO
SINO DUMP 5 5 5 5 5 5 5 5 5 5 50 2,916,666.
TRUCKS 8
SINO CARGO 5 5 5 5 5 5 30 2,250,000
TRUCKS
GENERATOR 50 50 5 5 5 50 5 5 5 3 2 230 3,258,333.
0 3
TIRE 500 100 100 100 100 100 50 600 2,250,000
0 0 0 0 0 0 0
BUS 5 3 2 3 2 15 2,062,500
Total 566 105 2 101 1 106 7 101 1 102 50 8 639 19,987,500
8 4 7 8 2 0 5 5 8 9 0
OTHERS
18
RIDGER 5 ROW 0 7 5 10 22
83,333.33
PLANTER 6 8 8 150,000.00
ROW
SEEDRILL 4 4
25,000.00
SESAME 23 23 291,666.67
SEEDRILL
DITCHER 1 3 4 16,666.67
CULTIVATOR 5 5 16,666.67
13
ROW/DUCKFO
OT
CHEMICAL 10 10 50,000.00
SPRAYER 6/800
BALER 4 4 8
133,333.33
MULTI- 15 2 3 20 225,000.00
THRESHER
Total 0 0 0 26 0 0 1 0 0 48 18 0 104 991,666.67
2
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