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TERMS OF REFERENCE - Sector market analysis for accelerator program funded Applied value group

Hand in Hand Eastern Africa (HiH EA)

Consulting & Strategy

NGO, NPO & Charity KES Confidential
4 weeks ago

Job Summary

Reference No: HIHEA/07-2024/OP

  • Minimum Qualification: Bachelors
  • Experience Level: Mid level
  • Experience Length: 3 years

Job Description/Requirements

Title: Sector market analysis for accelerator program funded Applied value group

Reference No: HIHEA/07-2024/OP

Location of project: Kenya

Type of Assessment: External Assessment 

Assessment Period: 30 days

Selection Type: Firm

Background of the organization

Hand in Hand Eastern Africa (HiH EA) is registered in Kenya as a Non-Governmental Organization (NGO) with mandate to operate within the Eastern Africa region. It is a member of the Hand in Hand Global Network that comprises affiliated organizations that mutually pursue the shared goal of poverty alleviation while supporting poorer communities to create sustainable enterprises and jobs.

Hand in Hand is implementing a 3-year project dubbed: Unlocking the Potential and Growth of Micro Enterprises in Kenya, targeting 40 performing cooperatives and 60 high-performing individual/group enterprises. The goal of the project is to grow the micro enterprises to small enterprises. The project focus will be business modeling, financial management, customer development, product development, business digitization and branding, sales, and marketing.

This Terms of Reference (TOR) document outlines the framework for conducting a comprehensive market analysis across various sectors in Kenya. The analysis will focus on the agro-processing industry, specifically Mushroom, banana, Potatoes and cow milk The objective is to provide insights into market dynamics, trends, challenges, opportunities, and potential for growth within these sectors. 

Kenya's economy is heavily reliant on agriculture, with the agro-processing industry playing a crucial role in adding value to agricultural products. Additionally, sectors such as animal feed formulation, mushroom, cosmetics, and cereals aggregation contribute significantly to the country's economy. Understanding the market dynamics within these sectors is essential for informed decision-making and strategic planning.

Scope of Work

The market analysis will encompass the following nine key aspects for each sector.

1. Market Size and Growth Potential: Evaluate the current market size, historical growth trends, and projected future growth for each sector.

2. Demand and Consumption Patterns: Analyze consumer preferences, behavior, and consumption patterns within each sector.

3. Supply Chain Analysis: Assess the entire supply chain, from raw materials sourcing to distribution channels, highlighting key stakeholders and their roles.

4. Competitive Landscape: Identify major players, their market share, strengths, weaknesses, and strategies employed within each sector.

5. Regulatory Environment: Examine existing regulations, policies, and compliance requirements affecting each sector, including any potential regulatory changes.

6. Technological Trends: Investigate technological advancements and innovations impacting the sectors, such as automation, digitization, and product development.

7. Socio-Economic Factors: Consider socio-economic factors influencing market dynamics, including income levels, urbanization, and consumer preferences.

8. Opportunities and Challenges: Identify key opportunities for growth and potential challenges hindering sector development, including market entry barriers and resource constraints.

9. Market Entry Strategies: Provide recommendations for potential market entry strategies, including partnerships, acquisitions, or product diversification.

10. To know who the major buyers are and what they require from producers.

11. How well placed are Value chain actors in the market to respond to demand, and what is preventing them from doing higher volumes of Production.

12. A good understanding of what business support services, Value chain actors need to work effectively.

13. Determine the target group’s strengths and constraints in reaching the identified market.

14. Establish these actors’ level of processing in the value chain, and their quality and quantity requirements.

15. Draw a value chain map for each value chain identifying current market opportunities, market structure, and where Hand in Hand members fit into the market.


The market analysis will utilize a combination of primary and secondary research methods, including:

1. Desktop Research: Review existing literature, industry reports, market studies, and regulatory documents to gather relevant data and insights.

2. Stakeholder Interviews: Conduct interviews with key industry stakeholders, including government officials, industry associations, market experts, and representatives from leading companies.

3. Surveys and Focus Groups: Administer surveys and organize focus group discussions to gather qualitative feedback from consumers, retailers, and other relevant parties.

4. Data Analysis: Analyze collected data using qualitative and quantitative methods to derive meaningful conclusions and insights.


Upon completion of the market analysis, the following deliverables will be provided:

1. Market Analysis Report: A detailed report for each sector, summarizing key findings, insights, and recommendations.

2. Executive Summary: A concise executive summary highlighting the main findings, trends, and strategic implications.

3. Presentation: A presentation summarizing the key findings and recommendations suitable for stakeholders and decision-makers.

4. Raw Data: Access to raw data collected during the research process, including survey results, interview transcripts, and other relevant documents.

Qualification of the applicant

1. Education: A bachelor's or master's degree in agricultural economics, agribusiness, economics, business administration, or a related field provides a strong foundation. Coursework in market analysis, statistics, econometrics, and agricultural marketing is beneficial.

2. Experience: Previous experience in market analysis, preferably in the agricultural sector, is valuable. This could include work in market research firms, agricultural consulting firms, government agencies, or agricultural businesses.

3. Knowledge of Agriculture: An understanding of agricultural production processes, supply chains, and market dynamics is essential. Familiarity with various agricultural commodities, including crops, livestock, and agri-inputs, is necessary for accurate analysis.

4. Analytical Skills: The ability to gather, interpret, and analyze data is crucial. Consultants should be proficient in statistical analysis and have experience with market research methodologies such as surveys, interviews, and focus groups.

5. Strategic Thinking: Consultants should be able to identify market trends, opportunities, and threats to provide strategic insights and recommendations.

This requires critical thinking and problem-solving skills.

6. Communication Skills: Clear and concise communication skills are essential for presenting findings, insights, and recommendations to clients or stakeholders.

This includes writing reports, creating presentations, and facilitating meetings.

7. Knowledge of Market Dynamics: Understanding factors influencing agricultural markets, such as government policies, trade regulations, weather patterns, and consumer preferences, is important for accurate analysis.

8. Industry Network: Consultants with an established network within the stipulated sectors and can access valuable industry insights, data sources, and potential clients.

9. Ethical Standards: Adherence to professional and ethical standards, including confidentiality and integrity, is crucial for maintaining trust with clients and stakeholders.


The market analysis is expected to be completed within 30 days with regular progress updates provided to the client throughout the duration of the project.

Financial proposal

Provide a detailed financial proposal for the assignment.

Team Composition

The project team will consist of experienced researchers, industry analysts, and subject matter experts with expertise in the relevant sectors. The team will be led by a project manager responsible for overseeing the research process and ensuring timely delivery of outputs.


All information obtained during the course of the market analysis will be treated as confidential and used solely for the purpose of this project. Any sensitive information shared by stakeholders will be handled with utmost discretion.

Ethical Considerations

The market analysis must conform to International ethical guidelines for research.

The selected firm will be responsible for safeguarding and ensuring ethics at all stages of the research process.

The firm will be responsible for managing any potential ethical risks and issues and must put in place processes and systems to identify report and resolve any ethical issues that might arise during implementation.

Anti-Corruption and Safeguarding

Hand in Hand Eastern Africa strives to fight corrupt practices within its operations and the same is expected of its vendors, contractors and service providers.

HiH EA staff are therefore prohibited from accepting any gift/s, consideration or benefit/s of any kind which may constitute illegal or corrupt practices, either directly or indirectly, as an inducement or reward for the award of a contract.

HiH EA and all its employees undertake to create a safe environment for our members and to prevent any form of exploitation or abuse.

HiH EA is committed to act in the best interest of its members and any willing vendor, contractor or service provider is required to commit and comply with our position on safeguarding.

Expression of Interest

The consultants are invited to submit proposals tailored to the outlined requirements, comprising of a technical proposal, financial proposal in Kenyan Shillings with clear costs, methodology plan, work plan, evidence of previous similar work and CVs for the suggested team.

The deadline for submission of proposals is 10/6/2024. These should be submitted via email to: procurement@handinhandea.org using the reference number as the email subject.

For more information about Hand in Hand Eastern Africa, please visit: https://handinhand-ea.org/.  HIH EA does NOT condone any form of corrupt practices. Pease report complaints via toll free number 0800721347

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