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Cairo for International

Trade and Investment


(CITI)
Submit to Dr. Nehal Elnagar

Group Members:
Samir Hassanien
Medhat Saad
Sherif Shawky
Samer Samy
Ahmed Agamy
Marketing Management project

Contents

2..................................................................................................................Contents

3......................................................................................................Project Summary

3.............................................................................................................Our Vision

3...........................................................................................................Our Mission

3...............................................................................................Organization Roles:

3...............................................................................................Organization Chart:

4........................................................................................................Marketing Audit

4................................................................................................Marketing Process:

5...................................................................................................SWOT) Analysis:)

6................................................................................................... Market offering:

7...................................................................................Exchange & Relationships:

7.....................................................................................................Market Players:

8................................................................Segmentation and targeted segments:

9.................................................................................................Value Proposition:

10................................................................................................Marketing Strategy

10..................................................................Marketing Management Orientation:

10....................................................Customer Support at Specialized Trade Fairs:

11............A Blue-print Map for Service Process (Specialized Trade Fairs Services)

12........................................................................................................... Field survey

12...............................................................................Field survey analysis report:

16..........................................................................Field survey Recommendations

17.................................................................................................Recommendations

18...........................................................................................................Attachments

(Cairo for International Trade and Investment (CITI 1


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Marketing Management project

Cairo for International Trade and Investment Project


(CITI )

Project Summary
Cairo for International Trade and Investment (CITI) is a nongovernmental organization aiming
to increase the foreign direct investment (FDI) in Egypt and increase the export business, the
organization is selling services based on market segmentation and targeting multiple market
segments.

Our Vision
To be Number one leader in delivering world-class integrated business and financial solutions
to our clients in Egypt and middle east region.

Our Mission
To facilitate and promote the growth of our clients’ businesses and investments through the
provision of high quality, world class research and advisory services. We will achieve this
through meticulous research aimed at assisting clients to identify and introduce innovative and
competitive products and services to the market using our high calibers of technical engineers
and financial consultants. Through our continuous training and improvement of our employees.

Organization Roles:
• Promoting foreign direct investment (FDI) into Egypt

• Assisting Egyptian small and medium-size enterprises (SMEs)

• Helping Egyptian firms expand overseas and aiding efforts to protect


intellectual property

• Promoting cross-border business tie-ups in high-tech and other key industry


sectors

• Supporting our Egyptian companies in trade fairs and overseas exhibitions

Organization Chart:

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Marketing Management project

Marketing Audit
Marketing Process:
Needs:

• In an era of rapid globalization and increasing economic integration, Egypt is


facing the added challenges of unemployment people.

• Against this backdrop, Egypt -as a trading country- must achieve increase in
trading and investment, develop closer economic relationships with other countries and
expand its involvement in international economic cooperation.

Wants:

• Customer requirement is to boost foreign direct investment (FDI) in Egypt.

• Helping revitalize the country's economy and keeping Egypt at the forefront of
the global economy.

• To promote “Egyptian Brand", a program to enhance the international


competitiveness of Egypt-made goods in such sectors

Demands

• To Egyptian firms, especially SMEs, expand business overseas.

• To help businesses enter or expand in overseas markets.

• To work by creating the Economic Research Institute for neighbor countries),


which will study aspects of Arab gulf countries.

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Marketing Management project

(SWOT) Analysis:
Strengths:

• First information gate to Accessing services of all export service providers.

• Coordinate with all Export service providers abroad through 70 offices.

• Cooperating with regional government to attract foreign investments.

• Providing timely and accurate information about foreign market.

• Support to enhance cross-border tie-ups.

• Building networks with leading science experts and academics from the world.

• Providing trade and investment information through a variety of channels.

Weaknesses:

• Time scales, deadlines and pressures

• High employees turnover

• Lack of network infrastructure and facilities

• Shortage at supportive administrative staff

Opportunities:

• Free trade agreements lead to new business opportunities

• Ministerial support through bilateral protocol between our organization and the
ministry of trade and industry.

• Increasing of trade agreements in between Egypt and Arab countries.

• 70 offices over 50 countries facilitate working with those countries.

Threats:

• Loss of key staff.

• Political changes (trade agreements, protocols).

• Increase of competitors (consultancy firms).

• Political instabilities in some Arab countries lead to negative effect in FDI.

• Lack of developing closer relationships with other countries.

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Marketing Management project

Market offering:

• With more than 70 overseas expected offices in over 50 countries, CITI


provides companies around the world with a direct link to business in EGYPT. And
CITI offices located throughout EGYPT make it easy for foreign firms to get timely
and accurate information about specific regions, markets and prefectures incentive
programs.

• To Help Egyptian firms, especially SMEs, expand business overseas. Quality foods and
agricultural products from Egypt are gaining increasing popularity worldwide, and CITI
is working to boost exports in these industries.

Helping Egyptian companies gain confidence in doing business overseas through our
consultants with detailed knowledge about specific industries and markets. These
specialists, for example, provide Egyptian companies with expert support to help them
expand Marketing channels or find potential business partners overseas.

• CITI is also promoting “EGYPTIAN Brand", a program to enhance the international


competitiveness of EGYPTIAN-made goods in such areas as chemical, furniture and
textiles industry.

• To help businesses enter or expand in overseas markets, CITI provides a wealth of


support and services, from advice on legal and tax matters to helping firms understand
relevant economic partnership agreements (EPAs)

To compete in todays rapidly globalizing business environment, high-tech firms and


venture companies are increasingly looking to overseas markets as a source of future
growth. A number of Egyptian firms possess cutting-edge products and services, but
often lack the resources and/or information to target overseas expansion.

• CITI also helps firms with business-related difficulties in these foreign markets,
working with local governments to seek improved intellectual property protection for
their products.

An increasing number of Egyptian firms are suffering large losses due to the
counterfeiting and pirating of their products in many region. In cooperation with locally
operating Egyptian companies, CITI surveys situations in local markets, proposes
countermeasures and works with local governments to realize improvements in
protecting intellectual property.

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Marketing Management project

• Working to increase Egyptian trade with neighbored countries. Achieving self-


sustainable economic growth in Middle East countries through expanded trade and
stable growth of the overall world economy. Towards this aim, CITI works with
neighbor countries especially to develop export products, industries and also improve
the environment for investment. These efforts are made with the view that they are of
mutual benefit to both Egypt and these countries.

• CITI will carry out economic research overseas and collect extensive information for
dissemination to business circles.

• CITI provides a variety of other valuable services and support as well, including the
exhibitions’ organizers and the dispatch of international trade and investment missions.

• CITI also facilitates research on economic, political and societal issues in some
economies to support Egyptian expansion of harmonious trade and investment and
provision of international economic cooperation focused on gulf economies.

Exchange & Relationships:


• Technology Transfer

• Data and Research Analysis

• Market Studies

• Mutual Trade Missions

• International Fairs and Exhibitions Logistics

• Awareness of Trade and Regional Agreements

• Professional Experience through consultants and experts

Market Players:
Chambers of Commerce:

• Ultimate business network.

• The partner of first choice for information and guidance.

• The natural choice for business support.

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Marketing Management project

Federation of Industries:

It is an official entity, which gathers all sectors of industry, and involved in:

• Increasing the competitive ability on local standards.

• Increasing the competitive ability on national standard.

• Increasing the competitive ability on world standard.

Business Communities:

• A gathering of private sector companies.

• They cooperate in different ways, such as Business Interaction, Joint Ventures,


exchange of information and ideas.

Export Councils:

• It is an official organization that is involved in:

• Increasing the export culture by building the export awareness among Egyptian
Exporters.

• Promoting Egyptian product image.

• Planning and implementing export strategies.

• Assisting the organization of inward and outward trade missions

Segmentation and targeted segments:

 SMEs:

 Governmental Institutions:

 Private Sector:

 Business Men Associations:

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Marketing Management project

SMEs

• Service Support.

• Matchmaking with big companies in the same field.

Governmental Institutions:

• Cooperation as an advisor in setting rules, regulations and trade agreements.

Private Sector:

• Market Information.

• Specialized Trade Fairs.

• Individuals:

• Importers Data Base.

Business Men Associations:

• Dealing with mediators (free lancers).

• Consultants

Value Proposition:
Benefits:

• Providing professional consultants.

• Arranging Events, meetings and seminars.

• Organizing Inward Missions (inviting experts).

• Organizing Buying Missions (inviting retailers).

Values:

• Employment Increase.

• Raising Egyptian flag and brand names abroad.

• Supporting SMEs companies to grow bigger.

Competitive Advantage:

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Marketing Management project

• Professional Match making with same organizations in other countries.

• Bilateral Agreements with other organizations in foreign countries.

• Strong relations and mutual cooperation with Ministry of Foreign Trade.

Marketing Strategy
Marketing Management Orientation:
The organization is following a strategy that delivers value to maintain both consumers
and society well being (Social marketing concept).

CITI is a customer-driven organization, and to deliver satisfaction better than


competitors it works on two concepts:

Marketing Concept:

• Have more than 70 overseas associated offices in over 50 countries.

• Have One-stop business support centers in major business areas across the
country.

• Support exports of different industries.

• Help high-tech business ventures expand overseas.

• Offer export consultation, such as, trade and investment consultation services for
businesses,

• Trade associations and individuals.

Social Concept:

Deliver value to maintain both customer and society well-being through:

• Mutual cooperation with regional governments, so as to attract Foreign Investments.

• Connecting regions in Egypt with other countries.

• Helping Arab countries in the areas of environment protection and energy


conservation.

• Helping Arab countries upgrade their business systems.

Customer Support at Specialized Trade Fairs:


• Promotional Materials (fliers, collective brochures, LCD Screens, souvenir gifts).

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Marketing Management project

• Decoration and Stand Building.

• Logistics (shipping, packaging, hotel reservations, air ticket booking).

• Match making with trading companies.

• Hold seminars and consultants meetings.

A Blue-print Map for Service Process (Specialized Trade Fairs


Services)

Faxes

Customer Visits Customer Actions

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Marketing Management project

On Stage Contact Calls

Formal
Front
Letter
Desk

Back
Stage Food

Rules &
Current
Fees
Custome
Payment
r
Review

Portfolio Agro

Filling
1st time
Application
Custome
r
& Profile

Leather Support Process

Field survey
Field survey analysis report:
Customer’s perception towards organization services:

Types of Organization

Type of organization No. %


SMEs companies. 12 40%
Multinational companies. 9 30%
National companies. 6 20%
Governmental entities. 3 10%
Total 30 100%
.

(Cairo for International Trade and Investment (CITI 1


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Marketing Management project

Satisfaction Index

Not
Excell Very
How do you rate: satisfactory satisfact poor Total SI %
ent good
ory
5 4 3 2 1
Skills of the
advisors
1 24 2 2 1 30 74.67
Customer services
1 21 4 2 2 30 71.33
Services timing
2 18 5 3 2 30 70.00
Services quality
2 21 4 2 1 30 74.00
The contents of CITI
1 24 3 1 1 30 75.33

(Cairo for International Trade and Investment (CITI 1


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Marketing Management project

• 80% refers to the very good contents of CITI.

• 70% refers to very good service quality while 30% refers to only- satisfaction of
quality.

• 60% refers to the very good service timing while 40% from customer's attitude refers
to bad service timing.

• 70% from customer’s perception refers to very good customer services at the
organization while 30 % complaining from C.S.

• 80% from customers refers to the very good skills of advisors while 20% not.

The Most type of services

Market Trade Companies exhibiti Politic


Type of Services Agreem ons and al
Study ents Data fairs Issues
Multinational companies. 7 5 7 3 1
National companies. 5 4 6 2 1
Governmental entities. 4 3 5 1 1
SMEs companies. 2 3 3 0 0
Total 18 15 21 6 3
% 60% 50% 70% 20% 10%

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Marketing Management project

• 70% were asking about trading companies data

• 60% from customers were asking for market studies

• While 50 % were asking about trade agreements issues

• and also 20% were asking about exhibitions and fairs

• Actually most customers didn't give any bad perception towards their requested data
at the organization as it was all available.

Finding the Data in CITI

Yes: 80% from the companies and 20%: No

(Cairo for International Trade and Investment (CITI 1


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Marketing Management project

Facing a difficulty in communicating with Other Companies.

• 80% from the customer’s faced some difficulties when treating with the organization
in bad timing of delivery & matchmaking during events and seminars.

• Most of the customers referring to the lack of data or obstacles when dealing with
CITI organization

Field survey Recommendations


• Ability to increase our customers from SME’S

• Hiring more academic expertise for data qualification

• Increasing our working time at the organization to overcome the time late of realize
customers’ request

• Customer service support through increasing their activities ( for instance: sending
mails to customer’s mobiles )

• According to customer’s perception the organization will try to organize the events &
seminars without time delay in matchmaking between our exporters and the buyers'
(better organized).

• Organization will try to facilitate data about other countries information.

(Cairo for International Trade and Investment (CITI 1


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Marketing Management project

Recommendations
• operates one-stop business support centers in major business areas across the country

• Cooperating with regional governments to attract foreign investment

• Provide investment-promotion training for regional government personnel ( to


benefit from our experience )

• Supporting our exporters in overseas trade fairs in other ways more than just logistics
procedures.

• Helping our exporters connect with foreign buyers/business partners overseas


through supporting the dispatch of trade missions to overseas destinations to provide
them with chances to meet directly with local companies and engage in business talks.

• Organizing foreign business missions in cooperation with the government which give
strong support in destination economies accompanied with our advisors who help
them to maximize information collection.

• Building networks with leading science experts and academics from around the
world.

• Helping establish administrative & legal systems for start-ups new organizations

• Organizing exhibitions in Egypt for SMEs companies

• Supporting the creation of the Economic Research institute for new markets

• Library covers big collections of information on the economic, political and social
conditions of developing and developed countries, published for any exporter.

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Marketing Management project

Attachments

(Cairo for International Trade and Investment (CITI 1


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Marketing Management project

Cairo for International Trade and Investment (CITI) Filed Survey

Appreciated to help us improve our organization activities by answering the following


questions.

Could you introduce you company please?

………………………………………………………………………………………..

………………………………………………………………………………………..

………………………………………………………………………………………..

………………………………………………………………………………………..

Q 1- What type of organization that you are belonging to?

(Mention the organization name in the below box)

Others
Governmental National Company Multinational Company
(Specify)

Q2- Please ticks one for all the following:-

Very Not
How do you rate: Excellent satisfactory poor
good satisfactory

a- The contents of CITI

b- Services quality

c- Services timing

d- Customer services

e- Skills of the advisors

Q3- Describe the type of services you requests the most

Market study - trade agreements - exhibitions and fairs - trading


companies' data - political issues - others (--------------------------)

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Marketing Management project

Q4- Have you found the data that you are looking for in CITI?

Yes No Where …………………………………

Q5- Have you faced any difficulties when communicating with other companies?

Yes No (if yes specify the problem) ………………….

…………………………………………………………………………………………

Q6- How would you expect from CITI to help you in solving such challenges in the
future?

Elaborate ……………………………………………………………………………..

…………………………………………………………………………………………

Q7- What other new services or events would you like CITI to do?

……………………………………………………………………………………….

………………………………………………………………………………………..

………………………………………………………………………………………..

Q8- If you have any other comments please feel free to write them here.

………………………………………………………………………………………..

………………………………………………………………………………………..

………………………………………………………………………………………..

………………………………………………………………………………………..

Thank you very much for your cooperation

(Cairo for International Trade and Investment (CITI 1


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