1- BCG

The BCG Growth Share Matrix is portfolio Planning Model Developed by Bruce Henderson of the
Boston Consulting Group in the early 1970's

Question Mark
StarS
Cash CowS
Dogs

Star Question Mark

H
Broadband internet
4G
Xdsl
Market growth(%)

Ftth

Cash CowS
Dogs
international service
ISDN
Cdma Telegrams
Fixed Voice

H L
Relative Market Share
Analysis

Increase in Production and Huge gap b/w demand

sales and supply.
Waiting list
No threat of competitors

Need to increase Fixed Terminated

Data
Msan lunched 2014
Entry of competitors like
Etisalat Misr 2012
2- Branding
Brand is a promise by a company to its customers that
differentiates its products and services over time
 3- Sales promotion campaign

Your third home.

Egypt

While its coffee aroma seems to be waning in its homegrown market

on the heels of the US mortgage meltdown, Starbucks is robust on
Egyptian market operations.

As a new market for Starbucks, Egypts [sales] figures are

better than those of other countries, said Omar Abdelhay,
operations manager at Starbucks Egypt.
On average, some 150,000 people enter Starbucks Egypt
stores per month.
Promotional Mix

Advertising
- Starbucks 1.4% of revenue (Coke spends 11% of revenue)
- Our recommendation to Increase it from 1.4% to 3% by the
next years.

Personal Selling
- Starbucks employees must continue to be the very best
- Starbucks must create an incentive to retain and reward them.

Public Relations

Public Relation is the Key player to promote Starbucks in

Egypt specially for facing the political factors.

Continue:
-Green initiatives
-Philanthropic endeavors

Change:
Run promotions in conjunction with contributions
 Sales promotion Tools
1. Free samples for un-aware customers.
2. Provide special offer discounts and coupons for aware customers whom are
regular users either switchers or loyal to other brand.
3. Loyalty Program Thru breakfast offers, holiday promotion and cards for
repeated customers
4. Premiums giveaways for the customers who will visit Starbucks new
branches. Other alternative strategies may be more successful.
5. Offer new dishes, new flavors ( like chocolate mint For people who dont
like coffee)
6. Set a suitable minimum charge
7. Take part in social activities

Allocation of Promotional Budget