Farah Taleb

Noor Osman
Jihad Hajar
TCF is a startup concrete mixer establishment
located in the North of Lebanon.
TCF is expecting to catch the attention of many
clients and contracting companies based on the high
quality of the offered product.
The Factory is planning to build a strong image and
market position in the town.
TCF aims to produce various kinds of concrete
including quaking concrete and hard concrete,
suitable for large or medium scale building works,
road and bridge works.
TCFs mission is to exceed our costumers
satisfaction and to become the single trusted source
of high quality concrete.
Vision Statement:
Become the most trusted single source and multi-trade industrial contracting
and engineering ready mix concrete provider based on technical expertise and
continuous development.
Become a safety icon based on the high strength concrete we offer.
Become an innovative factory which determines the concept of reliability,
technology and quality in the rapidly changing world.
Mission Statement:
Offer a high quality of Concrete at a competitive price to meet the demand of
our clients
Establish a strong relationship with the areas home builders.
Provide customer satisfaction at maximum level by presenting products that are
designed and manufactured in compliance with the customer needs and
expectations.
Goals:
Increasing sales steadily each year for the next 5 years.
Increase profit and revenue.
Have happy customers.
Support Community.
Being a great place to work.
Build amazing product.
Objectives:
Reduce production costs.
Launch new services.
Have onsite customer visits.
Sponsor charitable events.
Apply new technologies.
Offer more training programs.
Logo:
Slogan:
For Living Concrete
Providing a high quality of product with fair prices.
Good Relationships with engineering customers.
An advanced batching plant with high technology.
Foresee changes in the market and it is to our clients' benefit that we proactively introduce
new technologies and stay ahead of competition.
TCF offers a high quality of ready mix concrete. Our ready mix concrete is a mix of coarse
aggregate, fine aggregate, sand, powder, chemicals and water.
There are five types of ready mixed concrete; it differs according to their weighs.
Starting from 250, 300, 350, 400, and 450 that represent the strength of the product.
1 Bulldozer.
2 pumps.
Diesel container.
2 ready-made houses.
Power generator KVA 500.
Electrical equipment for lighting and various uses.
Equipment requires periodical maintenance.
8 mixers.
1 rapid, 2 Picanto cars.
Project manager office, including the decor, furniture,
computer, telephone, files wardrobe and a big office table.
The office will be a hall meeting when need.
Accountant office with furniture, computer, printer,
telephone, files wardrobe.
Supervisor room containing simple furniture and 2 small
offices.
Kitchen equipment containing small refrigerator, gas and
accessories and tools cabinets.
Since we are:
Aiming to produce highly standardized products, using high technology,
Competitors are direct and highly experienced.
We chose to apply the Cost Leadership Strategy.
This Strategy will allow us to:
Define the market floor price,
Attract buyers who buy on the basis of low prices.
We also tried to merge this strategy with the differentiation strategy, since we are
offering a larger variety of concrete products (varying in amount of raw material)
Planning
Thinking about and organizing the activities required to achieve a
desired goal.
Involves the creation and maintenance of a plan.
Organizing
Relationships betweem positions.
Relationships between people occupying these positions.
Directing
Motivating Others.
Communicating with others.
Controling
Helps to check the errors and to take the corrective action
Setting standards, measuring actual performance and taking corrective
action.
Using the Microsoft Project, this step was done. First we mention the steps of the project taking
into consideration the timing.
Steps:
Site Preparation.
Getting our name out there through advertisements and publicity.
Employment ads.
Interviews to choose best employees.
Analyze competitors.
Set standards and internal rules of company.
Financial analysis and expected sales study.
Purchase all equipment.
Purchase raw materials and resources.
Train chosen employees to get familiar with the work.
Start producing.
General
Manager
Accountant
Salesmen
Supervisor
Project
Manager
Workers
The right person is put in the right place,
The demand and supply of employees are estimated,
The job analysis (job needs to achieve the objective) is performed,
The job description and specification,
The info of available position is delivered to as many people as possible (internet,
media activity, job posting, employment agencies, job fair)
At this phase the manager of the project will receive a large amount of Curriculum
Vitae (CV) that should be filtered in order to choose the right person.
Interviews, examinations, work sampling or even physical test are done in order to
know capability and ability of work and skills that distinguish every person from the
other one.
At the end the chosen employees were:
1 Civil Engineers,
1 Accountant,
2 Salesmen,
10 Drivers,
2 Drivers Helpers,
2 workers.
Coordination is very important so that the final product has exactly the same quality.
The coordination should be held putting certain standards for results, procedure, and high
level of qualification.
Workers are always motivated to work harder and give their full capacity.
This is done essentially by respecting the pyramid of needs
Bonuses are given to those who work extra hours.
Sometimes responsibility of a worker is increased in order to change their work tone.
Recognition
Self esteem
Social Life + Being
Accepted
Security
Biological, Physical
The project is verified if its oriented to the objective or not, the comparison between the results
and the planning must be done.
The objective is fixed, while continuous evaluation takes place,
The results are analyzed,
Comparison takes place.
It is highly important that the final product will always have the same quality and raw materials
quantity.
Product
A
Same
Results
Product
B
The administration: general manager is responsible and he takes the strategic decisions. He
represents the company and he has the power to make deals.
The financial administration: the accountant is responsible. He records the daily financial
operations.
The supervisor: he is responsible of the production process, quality control, and leading the
workers.
Workers: are responsible in conducting the production process, maintenance, transportation
and cleaning.
The industrial sector plays a
major role in the local economy
through its huge financial
investment which provides job
opportunity by involving
expertise and human resources.
This sector found itself in
expansion in the last years.
Global Concrete and Cement Market research reports that worldwide market value for
concrete and cement industry was US$449.4 billion in 2012.
The Asia-Pacific region was the largest regional market and accounted for 58.1% of the
global market.
The Asia-Pacific concrete and cement market valued US$261.1 billion in 2012
A study has been created in order to know
the feasibility of the project located in
Tripoli North of Lebanon.
This ready concrete mixer provides job
opportunities since it needs at least 20
workers to operate.
It appears that total sales for the first year
is 5.540.400 US $, with a market growth of
3%.
The Concrete Factory (TCF) will focus on the following types of costumers:
Owners of contracting companies,
Structural engineers and builders
96 %
4 %
MARKET SEGMENTATION
Owners of Contracting Companies Structural Engineers and Builders
Sales
2013
quarter 1 quarter 2 quarter 3 quarter 4 Total
Daily Production 100 250 260 150
Quarter production 9000 22500 23400 13500
2013
9000 22500 23400 13500 68400
2014
9510 25000 28000 7942 70452
2015
10000 26500 30340 3680.4 70520.4
2016
10500 27000 31000 2054.6 70554.6
2017
10500 27000 31000 2054.6 70554.6
2018
10500 27000 31000 2054.6 70554.6
67000
67500
68000
68500
69000
69500
70000
70500
71000
2013 2014 2015 2016 2017 2018
Product Year Unit Price Expected sales Total Expected Sales
Ready Mix Concrete
2013 81 68400 5,540,400
Ready Mix Concrete
2014 82 70520.4 5,777,064
Ready Mix Concrete
2015 83 70554.6 5,853,160
Ready Mix Concrete
2016 84 70554.6 5,926,536
Ready Mix Concrete
2017 85 70554.6 5,997,090
Ready Mix Concrete
2018 86 70554.6 6,067,644
Helpful
to achieve the objective
Harmful
To achieve the objective
Internal Origin
External Origin
Equipment of high technology
Qualified and Motivated workers
Excellent sales staff with strong
knowledge of existing product.
Highest Quality at Lowest Price.
Weak skills in business
and marketing
Weak experience in the
field
Similar product in the market is
more expensive
Raw materials as aggregate and
sand are highly available
Competitors are highly
experienced in the field
Similar strong product
already exists
Two direct competitors are present in the market: Holcim and El Sabea.
Our key to success is to penetrate the market is new and high technological batching plant,
with high capacity of production and new equipment.
Holcim is a Swiss-based global building materials and aggregates company. The company also
supplies ready-mix concrete and asphalt including associated construction services.
After a visit to the field this SWOT analysis took place:
Helpful
to achieve the objective
Harmful
To achieve the objective
Internal Origin
Having two mixing machines,
so if one is damaged the
work wont stop.
Large planted areas which
will reduce the amount of
pollution.
The two mixing machines
are very small, which will
lead to a low production
capacity.
Having only one large Kiln,
so cleaning it will stop the
work.
External Origin
High demand on the product
due to fast urban growth.
They have only one
competitor in the region.
Unsecure region.
Company location is very
close to the sea which will
cause corrosion to the
machines (repairing costs)
Helpful
to achieve the objective
Harmful
To achieve the objective
Internal Origin
Having one large mixing
machine, so they are capable
of having high production
capacity.
Having three small kilns so
while repairing or cleaning
one of them the production
wont stop.
If the mixing machine is
damaged the production
will stop.
No planted areas which will
not help in reducing the
amount of pollution.
External Origin
High demand on the product
due to fast urban growth.
They have only one
competitor in the region.
Unsecure region.
Company location is very
close to the sea which will
cause corrosion to the
machines (repairing costs)
Weight Rating Weighted
Score
Rating Weighted
Score
Rating Weighted
Score
Quality 0.30 4 1.2 4 1.2 3 0.9
Lowest
Price
0.25 4 1 3 0.75 3 0.75
Customer
Retention
0.25 4 1 4 1 3 0.75
Location 0.20 3 0.6 2 0.4 2 0.4
Total 1 3.8 3.35 2.8
Key Success
Factors TCF Holcim El Sabea
> >
Industry
Competitors
Potential
Entrants
Buyers
Substitutes
Suppliers
Industry Competitors
Two experienced
competitors are
present in the market
Potential Entrants
It is not very easy to
start this business, so
threat of new entrants
is not high
Buyers
Buyers can buy the product from
others companies.
Low and well-chosen prices will
attract buyers, so their power on
the company is not that high.
Suppliers
There many suppliers of
rocks, aggregates, sand
and other concrete raw
materials.
Substitutes
Concrete cant be substituted
by any other product,
Buyers may get product from
others companies.
Forces Importance(1 to 5) Threat to industry (1to 5) Weighted score
Rivalry among existing firms 4 3 12
Bargaining power of suppliers 2 2 4
Bargaining power of buyers 2 3 6
Threat of new entrants 1 3 3
Threat of substitution 2 3 6
Total Weighted Score = 12 + 4 + 6 + 3 + 6 = 31
Minimum Score = 5 (very attractive)
Maximum Score = 125 (very unattractive)
31 is closer to 5 than 125 so the project is fairly attractive.
Questions Very
Good
Good Average Bad Very
Bad
Total
What do you think about the aggregates
amount used in this sample?
12 32 5 1 0 50
What do you think about the strengths of
this concrete?
30 15 3 0 2 50
What do you think about the silos? 45 4 1 0 0 50
What do you think about the prices? 29 11 8 2 0 50
What do you think about the quality? 33 7 10 0 0 50
What do you think about the delivery
timing?
45 5 0 0 0 50
What do you think about the relation with
the company?
39 5 4 2 0 50
A technical study has been elaborated to determine the basic specification of the project and
the annual costs. Project needs have been detailed from:
The fixed costs: salaries,
amortization.
The variable costs: these
variables are divided on 3
sectors (raw material, power
and maintenance).
Raw materials,
Working power,
Machines and equipment,
Human resources (managers and workers).
Two kinds of costs have been shown:
Site location: the project is located in Tripoli North Lebanon.
The average total area is approximately 8.000 square meters which is only 100 m away from
the main highway and its furnished with phone lines and water supplies. Its possible to
provide employees with the lowest possible costs.
Building regularization: an erect support wall should be fixed to maintain the concrete mixer.
The raw material is put in containers which are filled by a bulldozer.
Ready mixed concrete production is done by mixing: coarse aggregate, fine aggregate, sand,
cement powder, chemicals and water.
The mixed product is emptied in a truck.
Its noted that the production rate is 36 meters per hour of concrete. Therefore, on the basis
of maximum power on a 9 daily hours shift give us 324 meter per day.
The working power of the machine is estimated to be 70% of the maximum power, the real
annual production is 82,782 m ( 324 m* 365 *70% )
The factory needs electrical power, electricity will be provided by a power generator (KVA500)
for operating the factory.
Product Essence: its produced
depending on the desired type and
sizes. The measuring unit is meter.
Product Employment: In general
its concentrated on the
contracting sector.
Taxes on revenues: The incomes
are subjected to the taxes and paid
to the ministry of finance and since
the company is a SARL the tax is
calculated as per 15% on the out
coming profit after deducing the
expenditures.
After studying the major specifications for running the project, the annual costs can be
determined as fixed and variable costs.
Variable costs: are expenses that change in proportion to the activity of a business, they are
related to raw material quantity utilized in production process.
The quantity is shown as bellow table:
250 300 350 400 450
Cement 23.65 28.38 33.11 37.84 42.57
Sand 7.328 6.576 5.712 5.232 4.944
Coare Agregate 1.748 1.35125 2.07575 1.8515 2.11025
Fine Agregate 1.42025 1.35125 1.38575 1.48925 1.2765
Powder 1.73 1.85 1.66 0.19 1.79
Chemicals 3.542 3.542 3.542 3.542 3.542
8 mixers,
1 Bulldozer,
2 Pumps.
Price per Unit ($) Total Price
Land 250,000 250,000
Batching Plant 600,000 600,000
Mixer 45,000 8*45,000 = 360,000
Bulldozer 50,000 50,000
Pump 75,000 2*75,000 = 150,000
Office Tools 30,000 30,000
Work Tools 10,000 10,000
Build Warehouse and Rooms 60,000 60,000
Stock 100,000 100,000
Fixed costs: Amortization: in this project amortization may differ between 8% and 15%.
Statement Amortization
2 ready made house 8%
Concrete mixer 8%
Transport machines 10%
Office tools 15%
Batching plant Trucks Office tools Ready made house Total Amortization
Price ($) 600000 560000 30000 60000
RATE 8% 10% 15% 8%
Amortization 48000 56000 4500 4800 113300
Salaries expenses: annual salaries have reached 201600 US $.
Position Salary/Month ($)
Engineer 2000
Accountant 800
Salesmen (2) 900/salesman
Drivers (10) 1000/driver
Drivers Helpers (2) 600/helper
Worker (2) 500/worker
Investment (at year 0 2018)
$$$
Batching Plant
600.000
Trucks
8* 45 000 mixer + 2 * 75 000+ 50.000 =560 000
Office Tools
30 000
Work Tools
10 000
Stock
100.000
Land
250.000
Build warehouse and rooms
60.000
Total Costs
1.610.000
2012 2013 2014 2015 2016 2017 2018
200.000 100.000 100.000 100.000 100.000
360.000 50.000 50.000 50.000 50.000
30.000
10.000
50.000 50.000
250.000
60.000
960.000 200.000 150.000 150.000 150.000 0 0
TOTAL COST 1.610.000
2013 2014 2015 2016 2017 2018
Quantity 68,400 70,452 70,520 70,554 70,554 70,554
Average price / unit 81 82 83 84 85 86
Sales 5,540,400 5,777,064 5,853,160 5,926,536 5,997,090 6,067,644
FIXED COSTS 1,451,600 1,451,600 1,451,600 1,451,600 1,451,600 1,451,600
Amortization 113,300 113,300 113,300 113,300 113,300 113,300
EBIT 3,975,500 4,212,164 4,288,260 4,361,636 4,432,190 4,502,744
Interest expenses( 5% ) 198,775 210,608.2 214,413 218,081.8 221,609.5 225,1377.2
EBT 3,776,725 4,001,555.8 4,073,847 4,143,554.2 4,210,580.5 4,277,606.8
TAX (15 %) 566,508.75 600,233.37 611,077.05 621,533.13 631,587.075 641,641.02
Cash Flow 3,210,216.25 3,401,322.43 3,462,769.95 3,522,021.07 3,578,993.425 3,635,965.78
Total revenues 20,841,288.91
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
2013 2014 2015 2016 2017 2015 2018
Thank You !!!