SWOT ANALYSIS REPORT FOR BEKA FOOD MANUFACTURING

GoLDEN sales and marketing PLC.

SWOT Analysis Report

SWOT Analysis Report for Beka Food Manufacturing

Prepared By: Amen Daniel

2/12/2025

This SWOT Analysis Report for Beka Food Manufacturing provides a comprehensive

evaluation of the company’s strengths, weaknesses, opportunities, and threats in the

Ethiopian biscuit market. Key findings highlight high product quality but low brand

awareness, limited retailer engagement, and a lack of structured marketing and sales

strategies.
 SWOT ANALYSIS REPORT FOR BEKA FOOD MANUFACTURING

Contents
1. Introduction..........................................................................................1

2. SWOT Methodology.............................................................................1

3. Strengths................................................................................................1

4. Weaknesses............................................................................................2

5. Opportunities........................................................................................4

6. Threats...................................................................................................7

7. Detailed Recommendations for Sales and Marketing Strategy

Development..............................................................................................7
 SWOT ANALYSIS REPORT FOR BEKA FOOD MANUFACTURING

1. Introduction
Beka Food Manufacturing is a biscuit production company striving to establish a
strong market presence in Ethiopia. Despite its high product quality, it faces
challenges in brand awareness, market penetration, and competition.

This SWOT Analysis provides an in-depth evaluation of the company’s internal

strengths and weaknesses, as well as external opportunities and threats. The final
section includes strategic recommendations to help Beka increase its market share,
strengthen brand identity, and drive sales growth.

2. SWOT Methodology
The analysis was conducted through field assessments, interviews, and surveys
involving key stakeholders:

 Sales Representatives & Drivers (Assessing distribution and market reach)

 Wholesalers & Retailers (Evaluating sales performance and stock preferences)
 End Consumers (Understanding brand perception and purchase behavior)
 Company Managers (Identifying internal capabilities and strategic direction)

The findings are categorized into Strengths, Weaknesses, Opportunities, and Threats,
forming the basis for targeted strategic recommendations.

3. Strengths
Beka Food Manufacturing has key strengths that can be leveraged for competitive
advantage:

 Product & Quality Strengths

 High Product Quality: The taste and quality of Beka biscuits match or
exceed local competitors.

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 SWOT ANALYSIS REPORT FOR BEKA FOOD MANUFACTURING

 New Flavor Innovation: Introduction of Choco Chips, the first non-

fasting variant, differentiates the brand.
 Health Consciousness: Lower sugar content appeals to health-
conscious consumers.
 Distribution & Retail Strengths
 Established Supermarket Relationships: Strong ties with key
supermarkets help maintain visibility.
 City-Wide Distribution Coverage: Three distribution vehicles address
major urban markets.
 Agent Network in Other Cities: Expanding reach beyond the capital.
 Brand & Customer Perception
 Positive Taste Feedback: Customers who try the product appreciate the
taste and quality.
 Potential for Brand Growth: While awareness is low, the product itself
has market potential once properly introduced.

4. Weaknesses
Despite strong product quality, Beka faces critical internal challenges that hinder its
market penetration and growth.

 Brand & Market Awareness Weaknesses

 Very Low Brand Recognition
o Market feedback confirms that most consumers and retailers do not
recognize Beka biscuits.
o Retailers hesitate to stock a product that lacks strong demand, further
limiting visibility.
 Lack of Direct Customer Engagement
o Beka does not have a structured Customer Relationship Management
(CRM) system, meaning no formal customer feedback is collected.
 SWOT ANALYSIS REPORT FOR BEKA FOOD MANUFACTURING

o Without data, the company cannot understand or respond to customer

preferences.
 No Strong Market Differentiation
o The brand has not clearly positioned itself with a Unique Selling
Proposition (USP).
o It competes directly with Moya Biscuits on price and taste, but without a
compelling reason for consumers to switch.
 Sales & Distribution Weaknesses
 Retail Resistance
o Retailers refuse to stock Beka biscuits because there is low consumer
demand.
o Competitors offer credit systems, making it easier for retailers to stock
their products. Beka does not.
 Weak Sales Team Structure
o Beka currently has no dedicated Sales or Marketing Manager, leading to
disorganized sales efforts.
o The sales team lacks uniforms or branded materials, making them appear
unprofessional to retailers.
 Marketing Weaknesses
 Ineffective Advertising & Promotion
o While Beka is running a TV commercial, it has not significantly improved
sales or brand awareness.
o The company has no strong presence on digital platforms (Facebook,
Instagram, TikTok), missing out on younger consumers.
o Unlike Moya Biscuits, Beka does not use billboards, posters, or localized
promotional materials to increase brand recall.
 Outdated & Weak Packaging
 Retailers and customers find Beka’s packaging unattractive compared to
 SWOT ANALYSIS REPORT FOR BEKA FOOD MANUFACTURING

competitors.
 Packaging material quality is subpar, making the product less appealing on
store shelves.
 The color scheme and logo do not stand out, making it easy for consumers to
overlook the product in stores.

5. Opportunities
Beka has several opportunities to grow its brand, increase market share, and
strengthen its distribution network. These opportunities, if leveraged properly, can
transform Beka from a lesser-known brand into a household name in Ethiopia.

 Branding & Market Awareness Growth

o Strategic Rebranding
o Justification: Consumers tend to trust well-established brands with strong,
recognizable identities. Currently, Beka’s branding does not stand out, and
retailers have reported that packaging is not as appealing as Moya
Biscuits’.
o Opportunity: A full rebranding campaign (new logo, packaging design,
and brand colors) can create a stronger, more premium identity that attracts
consumer attention and differentiates the product on store shelves.
 Retail & Consumer Promotions
o Justification: Consumers are hesitant to buy a product they are
unfamiliar with, and retailers do not stock Beka biscuits due to low
demand.
o Opportunity:
 Free tasting events in supermarkets and universities can introduce
consumers to the product and encourage word-of-mouth marketing.
 Buy-One-Get-One (BOGO) offers or bundle deals (e.g., buy three,
get one free) incentivize first-time purchases.
 SWOT ANALYSIS REPORT FOR BEKA FOOD MANUFACTURING

 Loyalty programs for supermarkets and kiosks can encourage long-

term stocking.

 Strong Digital Marketing & E-Commerce

o Justification:
 Moya Biscuits and other competitors are not dominating digital
marketing, leaving an opportunity for Beka to establish itself as a
digital-first biscuit brand.
 The younger demographic, who are active on TikTok, Instagram, and
Facebook, are more likely to try new brands if they are marketed
properly.
o Opportunity:
 Influencer Partnerships: Collaborate with Ethiopian influencers and
food bloggers to create viral TikTok and Instagram videos featuring
Beka biscuits.
 Targeted Social Media Ads:
- Run Facebook & Instagram ads targeting snack consumers, parents, and
students.
- Create engaging TikTok challenges (e.g., “Beka Biscuit Taste Test” or
“Create Your Own Biscuit Recipe” contests).
 E-Commerce Expansion:
- List Beka biscuits on Ethiopian online grocery platforms for easy
accessibility. (ChipChip)
- Offer discounts on bulk online orders.
 Retailer & Institutional Market Expansion
o Justification: Retailers are hesitant to stock Beka biscuits because they
believe the brand is not in high demand. Meanwhile, large institutions,
hotels, and government organizations regularly purchase bulk food
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supplies.
o Opportunity:
 Direct partnerships with hotels, cafes, and restaurants to include Beka
biscuits in their breakfast menus.
 Sell directly to universities, schools, and hospitals for bulk snack
distribution.
 Work with corporate offices to provide snack packs for employees.
 New Product Variants
o Justification: Consumers love the taste of Beka biscuits, but there is no
variety beyond the standard product line. In contrast, Moya has a wider
product range, which allows them to cater to different consumer
preferences.
o Opportunity:
 Launch family-sized packs to encourage bulk purchases.
 Develop biscuits with added health benefits (e.g., high-fiber, protein
biscuits).
 Introduce flavored biscuits to cater to different tastes.
 Regional Expansion Beyond Addis Ababa
o Justification: The market in Addis Ababa is competitive, but smaller
regional towns have fewer biscuit options. Expanding to these areas would
increase sales volume and reduce direct competition with Moya in urban
areas.
o Opportunity:
 Recruit regional distributors to cover secondary cities like Adama,
Hawassa, Bahir Dar, and Dire Dawa.
 Organize rural supermarket activations to introduce Beka biscuits to
new consumers.
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6. Threats
Beka faces strong external challenges that must be mitigated:

 Competitive Threats
 Moya Biscuits Dominance:
 11-year market presence with strong brand loyalty.
 Higher brand visibility and superior packaging.
 Consumer Inertia:
 Customers default to trusted brands and resist switching.
 Strong word-of-mouth recommendations favor Moya.
 Retailer & Market Challenges
 Retailers Unwilling to Stock New Brands:
 Without consumer demand, retailers avoid stocking Beka biscuits.
 Economic Pressures:
 High production costs could make pricing less competitive.

Competitor Benchmarking and Market Data

Factor Beka Biscuits Moya Biscuit Other Biscuits
Market Share 5% 40% 20 - 30%
Price (Per 100g) 20 ETB 20 ETB 15 - 20 ETB
Retailer Very limited
Incentives Credit No Credit Credit Options
Strong (Branding and
Shelf Visibility Weak Displays) Moderate
Marketing Limited Digital Very Low Digital
Strategy Ads Presence Moderate

7. Detailed Recommendations for Sales and Marketing Strategy

Development
To position Beka Biscuits as a leading biscuit brand in Ethiopia, the company must
 SWOT ANALYSIS REPORT FOR BEKA FOOD MANUFACTURING

implement a structured and strategic approach to sales and marketing. The following
recommendations provide clear, actionable steps to improve brand awareness, market
penetration, retailer engagement, and overall sales performance.

1. Brand Awareness & Market Positioning

1.1. Strategic Rebranding & Visual Identity Improvement

 Why?
- Current packaging lacks strong visual appeal compared to competitors
like Moya.
- Market research confirms that Beka lacks a clear brand identity, making it
difficult for consumers to recognize and remember.
- A premium-looking product attracts more customers and increases shelf
visibility.
 Action Plan
- Redesign logo and packaging with modern, vibrant colors to stand out on
shelves.
- Use high-quality packaging materials to enhance perceived value.
- Ensure consistent branding across all digital and traditional marketing
materials.

1.2. Aggressive Brand Awareness Campaign

 Why?
- The biggest issue identified in the SWOT analysis is low brand
recognition.
- Consumers need to repeatedly see and hear about Beka Biscuits before
they consider switching from competitors.
 Action Plan
- Launch an integrated media campaign (TV, radio, billboards, social
 SWOT ANALYSIS REPORT FOR BEKA FOOD MANUFACTURING

media).
- Sponsor popular TV and radio programs to increase exposure.
- Use street activations and sampling booths to introduce Beka to new
customers.
- Run a customer engagement campaign, e.g., “Share Your #BekaBreak”
where customers post photos enjoying Beka biscuits.

2. Retailer & Distribution Strategy

2.1. Strengthen Retailer Engagement & Incentives

 Why?
- Retailers hesitate to stock Beka because of low demand.
- Competitors offer retailer benefits (credit, promotions, bonuses), while
Beka does not.
- Retailer trust and commitment will increase sales volume and availability.
 Action Plan
 Retailer Loyalty Program:
- Offer bonuses and discounts for retailers that meet monthly sales targets.
- Give free promotional stock to top-performing retailers.
 Retailer Training:
- Conduct product knowledge workshops for retailers on how to promote
Beka Biscuits effectively.
 Retailer Promotion Bundles:
- Provide free display stands and branded banners for shops that stock a
minimum quantity.

2.2. Expanding Distribution Network & Logistics Optimization

 Why?
- Current distribution vehicles cover only a portion of the market, leaving
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many areas underserved.

- Rural and regional cities are untapped markets with potential demand.
 Action Plan
- Expand aggressive distribution to secondary cities (Adama, Hawassa,
Bahir Dar, Dire Dawa, Jimma, Dessie).
- Partner with third-party logistics companies to improve distribution reach.

2.3. Implement a Controlled Credit System for Retailers

 Why?
- Competitors provide credit options, making it easier for retailers to stock
their products.
 Action Plan
- Introduce a credit limit system where only trusted retailers qualify.
- Offer a flexible 30-day payment cycle for eligible retailers.
- Assign a credit collection team to prevent delays in payments.

3. Digital & Traditional Marketing Strategy

3.1. Aggressive Digital Marketing Campaign

 Why?
- Young consumers (under 35) are highly active on social media.
- Competitors have weak digital presence, giving Beka a huge advantage.
 Action Plan
 Influencer Partnerships:
- Work with food bloggers, fitness influencers, and lifestyle vloggers to
promote Beka Biscuits.
 TikTok & Instagram Challenges:
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- Launch a “Beka Break” Challenge, where customers share how they enjoy
Beka biscuits.

3.2. Traditional Advertising & Mass Market Outreach

 Why?
- While digital marketing is important, traditional marketing reaches the
mass market.
- Consumers trust brands they see on billboards, TV, and in their local
stores.
 Action Plan
 Billboards & Street Ads:
- Place high-visibility billboards in major urban areas.
 Street Activation Roadshows:
- Organize sampling events in high-traffic areas like bus stations and
markets.
 Café Partnerships:
- Partner with coffee shops to offer free samples of Beka biscuits.

4. Sales Team & Performance Improvement

4.1. Hire a Sales & Marketing Manager

 Why?
- Beka lacks a dedicated sales & marketing leader, causing inefficiencies.
- A strong marketing leader can create structured campaigns and track sales
performance.
 Action Plan
- Hire an experienced FMCG marketing manager to lead branding and sales
efforts.
- Implement a performance tracking system to measure success.
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4.2. Introduce Sales Commissions & Incentives

 Why?
- Sales teams lack motivation due to adopted commissions or performance-
based incentives strategy.
- Incentives boost productivity and encourage sales-driven behavior.
 Action Plan
- Implement monthly bonus rewards for high-performing sales staff.
- Offer branded uniforms and merchandise for sales teams to improve
professionalism.

5. New Product Development & Innovation

5.1. Introduce New Product Variants

 Why?
- Competitors offer more product variety, while Beka has a limited
selection.
- Consumers demand more choices (e.g., different flavors, health-conscious
options).
 Action Plan
- Launch family-sized packs for bulk buyers.
- Develop healthy biscuits (low-sugar, high-fiber, protein-enhanced
options).
- Introduce flavored biscuits (chocolate, vanilla, honey, ginger) to attract
new consumers.

6. Institutional & Bulk Sales Expansion

6.1. Target Schools, Hotels & Corporate Offices

 Why?
- Large institutions buy snacks in bulk, offering a steady revenue stream.
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 Action Plan
- Partner with schools to provide Beka biscuits as student snacks.
- Offer corporate snack packages for office employees.
- Develop a special pricing package for hotels and airlines.

New Campaign Recommendations

To capitalize on these opportunities, Beka should launch both digital and traditional
campaigns that complement each other.

1. Digital Marketing Strategy (Social Media & E-Commerce)

 “Taste the Difference” Campaign (TikTok & Instagram Challenge)

o Collaborate with TikTok and Instagram influencers to challenge users to
try Beka biscuits blindfolded and guess the brand.
o Feature real consumer reactions in short, engaging videos.
o Run paid social media ads targeting Ethiopian snack lovers.
 Beka Biscuits “Snack & Win” Promotion
o Consumers who purchase Beka biscuits and post a creative photo or video
on Instagram/TikTok get entered into a monthly prize draw.
o Prizes include free product hampers, shopping vouchers, and branded
merchandise.
 Influencer-Driven “Beka Biscuit Break” Stories
o Work with Ethiopian lifestyle vloggers to create mini Instagram stories and
reels showing them enjoying Beka biscuits during their coffee breaks,
work breaks, or school breaks.
o Use hashtags like #BekaBreak #BekaTasteTest.

2. Traditional Marketing Strategy (Retail & Street-Level Activations)

 Supermarket & Retail Tasting Activations

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o Set up sampling booths in high-traffic supermarkets and retail stores.

o Offer discount coupons to those who try the product and make a purchase.
o Have brand ambassadors in branded T-shirts and caps engaging customers.
 Digital Billboards & In-Store Signage Campaign
o Place colorful, high-impact Digital billboards in high-traffic areas (e.g.,
Piazza, Bole, Mexico Square).
o Install eye-catching shelf displays and banners inside supermarkets to
increase product visibility.
 Beka Biscuits “Street Snack Giveaway”
o Organize street sampling activations where free mini packs are distributed
to commuters and shoppers.
o Target school zones, bus stations, and busy market areas to maximize
reach.
 “Beka for Breakfast” Café Partnership Program
o Partner with popular cafés and coffee shops to offer Beka biscuits as a
complementary snack with coffee.
o Brand napkins, cups, and table mats with the Beka logo and product
message.

Conclusion

By implementing these strategic recommendations, Beka Biscuits can:

 Increase brand awareness through digital and traditional marketing.

 Strengthen retailer relationships and expand distribution reach.
 Motivate and empower sales teams with incentives.
 Diversify product offerings to attract more consumers.

Beka Food Manufacturing is at a critical growth stage. While the product quality is
strong, brand awareness, retailer engagement, and marketing strategies must improve.
Implementing the recommended strategies will position Beka as a top competitor in
 SWOT ANALYSIS REPORT FOR BEKA FOOD MANUFACTURING

the Ethiopian biscuit market.

Thank You!