Expression of Interest (EOI)

Consultancy to deliver a Market Potential Assessment for Rwanda's selected products in selected African markets: Understanding Market Dynamics and Securing New potential Buyers.

Reference Number:83464533

Publication date: 30.04.2024

Introduction

The Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH is a federally owned international cooperation enterprise for sustainable development with worldwide operations. The GIZ Office in Kigali covers GIZ’s portfolio in Rwanda and Burundi. GIZ Rwanda/Burundi implements projects on behalf of the German Federal Ministry for Economic Cooperation and Development, the European Union and other commissioning authorities in the following priority areas: Sustainable Economic Development; Good Governance; Climate, Energy and Sustainable Urban Development; Digitalization and Digital Economy; and regional projects in the Great Lakes Region.

Context

The African Continental Free Trade Area (AfCFTA) is one of the African Union’s (AU) flagship projects for implementation of its 2063 Agenda, which is supported by the action plan on Boosting Intra-African Trade (BIAT). AfCFTA is viewed as a means for achieving the overarching BIAT goals. It is expected that, with the introduction of the free trade zone, intra-African trade will be 15% to 25% higher in 2040 (UNECA). The African Continental Free Trade Area agreement is currently signed by 54 of the 55 African Union Member States (MS) and became effective under international law in May 2019. Since that time, 47 countries have deposited their instruments of ratification with the AU (so called “AfCFTA States Parties”; as of February 2024). The AfCFTA creates an internal African market for 1.3 billion people and is the largest Free Trade Area since the creation of the WTO in terms of signature countries.

Through the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ), Germany currently provides technical support to the African Union Commission (AUC), specifically to the Department of Economic Development, Trade, Tourism, Industry and Minerals and the AfCFTA Secretariat, with its project “Support Programme to the African Continental Free Trade Area (AfCFTA)”. The project’s main objective is that “the framework conditions for intra-African trade have been improved in line with the Boosting Intra-African Trade Action Plan (BIAT)”. The BIAT is a priority initiative of the AU aimed at increasing trade flows among African countries. Besides the outstanding topics of AfCFTA Phase I on Trade in Goods and Trade in Services, other AfCFTA related issues are supported, such as investment, competition policy, intellectual property rights, e-commerce (Phases II & III), and support to stakeholder’s involvement and the development and implementation of national AfCFTA strategies. To this end, the project pursues a multi-level approach on the continental level working with the AUC ETTIM and the AfCFTA Secretariat, the regional level supporting Regional Economic Communities (RECs), as well as on the national level, specifically in the projects focus countries, like Rwanda.

Background and rationale

With the implementation of the African Continental Free Trade Area (AfCFTA), Rwanda stands at the threshold of unprecedented economic opportunities. Renowned for its high-quality agricultural commodities including flour (cassava & maize flour), meat (beef), and vegetables (French beans & chili pepper). Rwanda seeks to leverage the AfCFTA framework to expand its export footprint into burgeoning markets such as Cameroon and Congo Brazzaville. The AfCFTA, as the world's largest free trade area by the number of participating countries, offers Rwanda a strategic platform to tap into new markets, enhance regional integration, and stimulate economic growth.

However, to fully harness the potential of the AfCFTA and capitalize on emerging trade opportunities, Rwanda must undertake a comprehensive Market Potential Assessment tailored to the dynamics of the Cameroon and Congo Brazzaville markets. This assessment will serve as a strategic imperative to understand the feasibility, challenges, and prospects for the selected Rwanda's agricultural exports in these target countries within the context of the AfCFTA.

Recognizing the pivotal role of trade in driving economic development, Rwanda's initiative to explore new export markets aligns with the broader objectives of the AfCFTA. By diversifying its export destinations and strengthening economic ties with fellow African nations, Rwanda aims to foster inclusive growth, enhance regional economic integration, and contribute to the realization of the AfCFTA's vision of a unified and prosperous African market.

 Given the transformative possibilities of the AfCFTA, it is crucial for Rwanda to conduct a comprehensive Market Potential Assessment. This will enable Rwanda to strategically navigate the regional trade environment. By studying market trends, trade regulations, and competitiveness for the mentioned Products in Cameroon and Congo Brazzaville, Rwanda can customize its export strategies, manage risks effectively, and seize opportunities arising from the AfCFTA. Such an assessment will not only support well-informed decision-making but also empower Rwanda’s Private Sector to leverage its comparative strengths, bolster competitiveness, and fully exploit the agricultural export potential, aligning with the AfCFTA's objectives.

Objectives of the assignment.

The primary objective of this Market Potential Assessment is to evaluate the market readiness and potential demand for Rwanda's Flour (Cassava & Maize flour) Meat (Beef) Vegetables (French beans & Chilli pepper) in Cameroon and Congo Brazzaville, and to get potential retail buyers for these identified products in these markets. Identify market trends, preferences, and consumption patterns related to Flour (Cassava & Maize flour) Meat (Beef) Vegetables (French beans & Chilli pepper) in Cameroon and Congo Brazzaville.

• Assess the regulatory environment, trade policies, and market entry barriers affecting the importation of agricultural products from Rwanda.
• Analyze the competitive landscape including local producers, distributors, and importers of similar products in the target markets.
• Determine the potential market size, growth prospects, and key market segments for Rwanda's Flour (Cassava & Maize flour) Meat (Beef) Vegetables (French beans & Chilli pepper).
• Provide recommendations for market entry strategies, product positioning, distribution channels, and marketing approaches to maximize the market potential.
• Obtain contact information for at least three potential buyers for each identified product from both countries following field trips to the designated target markets.

Tasks to be performed by the contractor/scope of work.

1. Market Potential Assessment
2. Compilation of Potential Importers Across Selected Countries for selected products

Market Potential Assessment

1. Desk Research:
   1. Review existing literature, market reports, and trade data for Flour (Cassava & Maize flour) Meat (Beef) Vegetables (French beans & Chilli pepper) market in Cameroon and Congo Brazzaville.
   2. Analyze trade regulations, tariffs, and certification requirements.
   3. Identify key players in the industries, including competitors and potential partners.
2. Market Analysis:
   1. Conduct interviews or surveys with stakeholders to gather insights on preferences and purchasing behavior.
   2. Assess demand-supply dynamics, pricing trends, and market positioning.
   3. Examine socio-cultural factors and market segmentation.
3. Competitor Analysis:
   1. Identify competitors' strengths, weaknesses, opportunities, and threats.
   2. Evaluate distribution networks, brand reputation, and marketing strategies.
   3. Benchmark Rwanda's products for differentiation.
4. d. Market Entry Strategies:
   1. Suggest the strategies considering product adaptation, branding, pricing, and distribution.
   2. Assess feasibility of direct export, partnerships, or trade fairs.
   3. Provide recommendations on regulatory compliance and quality standards.
   4. Customs procedures and logistic such as Transportation costs and methods, Warehouses fees, clearing fees, and the like. 
5. Reporting and Recommendations:
   1. Prepare comprehensive report with findings and recommendations.
   2. Present report to stakeholders, highlighting key insights and opportunities.
   3. Provide ongoing support for implementing recommended strategies

Compilation of Potential Importers Across Selected Countries

• Market Research: Conducting comprehensive market research to identify potential importers in Cameroon and Congo Brazzaville who have a significant interest in Rwandan Flour (Cassava & Maize flour), Meat (Beef) Vegetables (French beans & Chilli pepper).
• Networking: Establishing connections with key stakeholders such as import-export associations, trade organizations, and government agencies in Cameroon and Congo Brazzaville to facilitate the identification and engagement of potential importers.
• Documentation and Evaluation: Documenting all interactions, outcomes, and feedback from potential importers during the field trip, and evaluating their level of interest, capacity, and reliability as partners for importing Rwandan Flour (Cassava & Maize flour) Meat (Beef) Vegetables (French beans & Chilli pepper)
• Develop a report; that includes the list of potential importers with contacts.

NB: The two reports should be combined into one final report.

Milestones

Certain milestones, as laid out in the table below, are to be achieved by certain dates during the contract term, and at locations:

Time Frame

Period of assignment: 1^st July -31^st October 2024

Concept

In the bid, the bidder is required to show how the objectives defined in Chapter 2 are to be achieved, if applicable under consideration of further specific method-related requirements (technical-methodological concept). In addition, the bidder must describe the project management system for service provision.

Technical-methodological concept

Strategy: The bidder is required to consider the tasks to be performed with reference to the objectives of the services put out to tender (see Chapter 2). Following this, the bidder presents and justifies the strategy with which it intends to provide the services for which it is responsible (see Chapter 2).

The bidder is required to present and explain its approach to steering the measures with the project partners and its contribution to the results-based monitoring system.

The bidder is required to describe the key processes for the services for which it is responsible and create a schedule that describes how the services according to Chapter 2 are to be provided. In particular, the bidder is required to describe the necessary work steps and, if applicable, take account of the milestones and contributions of other actors in accordance with Chapter 2.

Project management of the contractor

The bidder is required to explain its approach for coordination with the GIZ project.

• The contractor is responsible for selecting, preparing, training and steering the experts (international and national, short and long term) assigned to perform the advisory tasks.
• The contractor makes available equipment and supplies (consumables) and assumes the associated operating and administrative costs.
• The contractor manages costs and expenditures, accounting processes and invoicing in line with the requirements of GIZ.

The contractor reports regularly to GIZ in accordance with the AVB of the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH from 2018

In addition to the reports required by GIZ in accordance with AVB, the contractor submits the following reports and submit them to the GIZ and MINICOM:

• Inception report
• Progress/ Interim report
• Final report

The bidder is required to draw up a personnel assignment plan with explanatory notes that lists all the experts proposed in the bid; the plan includes information on assignment dates (duration and expert days) and locations of the individual members of the team complete with the allocation of work steps as set out in the schedule.

Personnel concept

The below specified qualifications represent the requirements to reach the maximum number of points.

Expert 1: Team Leader

Tasks of the team leader and Expert 1

• Overall quality assurance of the contractor
• Ensuring the coherence and complementarity of the contractor’s services.
• Responsibility for checking the use of funds and financial planning in consultation with the programme responsible for implementation in Rwanda
• Support the short-term experts in their work and ensure quality of the results of their work
• Promote cooperation between the short-term experts, the GIZ project, and the partners
• Administrative processing of the short-term assignments 
• Ensuring that monitoring procedures are carried out
• Ensure submission of all required reports specified in this contract within the specified time frame and in line with GIZ requirements

Qualifications of the Team leader

• Education/Training: Master's or Ph.D. in International Business, Economics, Agricultural Economics, or related field with a focus on market analysis and trade dynamics.
• Language: Proficiency in English and French, both written and spoken, to effectively communicate with stakeholders in Cameroon and Congo Brazzaville
• General Professional Experience: 10years of experience in market research, trade analysis, or business development, preferably in the agricultural sector or international trade.
• Specific Professional Experience: Proven track record in conducting market assessments or feasibility studies in emerging markets, particularly in Africa, with a focus on agricultural products such as Flour (Cassava & Maize flour) Meat (Beef) Vegetables (French beans & Chilli pepper)
• Leadership/Management Experience: Demonstrated ability to lead multidisciplinary teams and manage complex projects from inception to completion, ensuring timely delivery of high-quality outputs.
• Regional Experience: Extensive experience working in Sub-Saharan Africa, particularly in Rwanda, Cameroon, or Congo Brazzaville, with a deep understanding of the socio-economic and cultural dynamics of the region.
• Development Cooperation (DC) Experience: Previous engagement with development agencies, NGOs, or international organizations involved in trade facilitation, market access, or agricultural development projects in Africa.

Expert 1

Qualifications of the expert pool 

• Education/training: Master's degree in International Business, Economics, Agricultural Economics, or related fields. Experts with university qualifications in Market Research, Marketing, or Business Administration.
• Language: Proficiency in English and French, as both languages are commonly used in the business environments of Rwanda, Cameroon, and Congo Brazzaville.
• General professional experience: 8 years of professional experience in market research, market analysis, or strategic consulting. 7 years of professional experience in the agricultural sector, preferably with a focus on export markets.
• Specific professional experience: 7 years of professional experience in conducting market potential assessments for agricultural products. 7 years of professional experience in analyzing trade regulations, tariffs, and customs procedures related to agricultural product importation.
• Regional experience: 5years of experience in conducting business activities or research in Central Africa, particularly in Cameroon and Congo Brazzaville. 7 years of experience in working with agricultural markets in the East African region, with a focus on Rwanda.
• Development cooperation (DC) experience: 7 years of experience in development cooperation projects related to market access, trade facilitation, or agricultural development in Africa.
• Other: Experience in working with governmental agencies or international organizations involved in trade and agricultural development would be beneficial. Familiarity with methodologies such as SWOT analysis, market segmentation, and competitive intelligence gathering.

The bidder must provide a clear overview of all proposed experts and their individual qualifications

5. Costing requirements

Assignment of personnel and travel expenses.

The consulting firm will be required to conduct field research in the target markets, namely Cameroon and Congo Brazzaville. GIZ will cover the travel expenses, including round-trip tickets, accommodation, and per diem for one expert traveling from their home country to Congo Brazzaville and Cameroon. It is important to note that these costs cover only one expert per country/market.

The total budget allocated for this travel is up to EUR 7000, covering both trips for 10 working days (5working days for each Market) for all the trip/travel expense .

Per-diem and overnight accommodation allowances are reimbursed as a lump sum up to the maximum amounts permissible under tax law for each country as set out in the country table in the circular from the German Federal Ministry of Finance on travel expense remuneration (downloadable at https://www.bundesfinanzministerium.de).

Accommodation costs which exceed this up to a reasonable amount and the cost of flights and other main forms of transport can be reimbursed against evidence

All business travel must be agreed in advance by the officer responsible for the project.

The bidder is required to calculate the travel by the specified experts and the experts it has proposed based on the places of performance stipulated and list the expenses separately by daily allowance, accommodation expenses, flight costs and other travel expenses.

Sustainability aspects for travel

GIZ would like to reduce greenhouse gas emissions (CO₂ emissions) caused by travel. Please incorporate options for reducing emissions, such as selecting the lowest-emission booking class (economy) and using means of transport, airlines and flight routes with a higher CO₂ efficiency. For short distances, travel by train (second class) or e-mobility should be the preferred option.

If they cannot be avoided, CO₂ emissions caused by air travel should be offset. GIZ specifies a budget for this, through which the carbon offsets can be settled against evidence.

There are many different providers in the market for emissions certificates, and they have different climate impact ambitions. The Development and Climate Alliance (German only) has published a list of standards (German only). GIZ recommends using the standards specified there.

Requirements on the format of the bid

The structure of the bid must correspond to the structure of the ToRs. In particular, the detailed structure of the concept (Chapter 3) is to be organised in accordance with the positively weighted criteria in the assessment grid (not with zero). It must be legible (font size 11 or larger) and clearly formulated. The bid is drawn up in English.

The complete bid shall not exceed 10 pages (excluding CVs).

The CVs of the personnel proposed in accordance with Chapter 4 of the ToRs must be submitted using the format specified in the terms and conditions for application. The CVs shall not exceed 4 pages. The CVs must clearly show the position and job the proposed person held in the reference project and for how long. The CVs can also be submitted in English.

If one of the maximum page lengths is exceeded, the content appearing after the cut-off point will not be included in the assessment.

Please calculate your price bid based exactly on the aforementioned costing requirements. In the contract the contractor has no claim to fully exhaust the days/travel/workshops/ budgets. The number of days/travel/workshops and the budget amount shall be agreed in the contract as ‘up to’ amounts. The specifications for pricing are defined in the price schedule.

Annex / Attachments

Submission of offer: The Expression of Interest should contain the following:

A. Proposal:

• A cover letter expressing your interest in this assignment
• Technical proposal with a brief description of why you would be considered as the most suitable for the assignment, relevant expertise, and a detailed, clear methodology, your approach to complete the assignment, template attached.
• Company registration certificate (RDB)
• VAT-Registration certificate
• Latest tax clearance certificate
• Proof of successful completion of related assignments.

B. Financial Proposal: The price per service category must contain all relevant costs supported by a breakdown of each cost. The costs must be in RWF and VAT

Please submit electronically your EoI (technical & Financial offer) in 2 separated emails and should be in PDF files to this email ONLY: RW_Quotation@giz.de until latest 15^th May 2024

Please you must write on each email subject this sentence: 

83464533 Technical/financial offer, without this sentence, your offer may not be considered

Hard copies are not allowed this time

GIZ reserves all rights