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Meet1:AssignmentonMashaweerCaseStudy
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GROUP2
CASESTUDY:MASHAWEER
CaseSummary
Mashaweer is the first personal service company in Egypt. They are purely
dedicatedtosavingitsclientstimeandeffortactingaspersonalassistant24hours
aday.Theymostcommonservicetheyprovideisbuyinggroceriesorothergoods
from store, paying bills, and acting as a courier. The idea of Mashaweer was
createdbyMohamedWahid,AhmedElKordyandAlyElShazly.Sincestarting
thecompanyinAlexandriain2010,MashaweerhassinceexpandedtoCairoand
operates around 600 orders per day. To place an order customers call the
Mashaweerhotlineandwithinminutes,theyareateaseknowingthattheyhave
someone paying bills or picking up groceries on their behalf. Mashaweers
successreliesheavilyonitsflexibility,asitfulfilseventhemostatypicalclient
request.MashaweerservesindividualsandbusinessinbothAlexandriaandCairo.
Mashaweers investment in its technological infrastructure enables the company
to deliver a highquality experience to each customer from the placement of an
order through its delivery. The technological infrastructure will also enable
MashaweertoscalebothwithinEgyptandinthemiddleEast.
They plan to expand even further geographically within Egypt and to other
countries in the region as well as enhancing and increasing the services they
provide.Mashaweersfuturestrategyisprovidetheironlinesupermarketthatwill
enablepeopletodotheirgroceryshoppingthroughMashaweerswebsiteandget
it delivered by its representatives within 30 minutes of placing the order.
Mashaweer also plan to offer advertising services including recorded messages
playedduringcallcentrewaittimes.

Meet1:AssignmentonMashaweerCase
Study
GROUP2CASESTUDY:MASHAWEER
CaseSummaryMashaweeristhefirst
personalservicecompanyinEgypt.Theyare
purelydedicated...
PilotingProcter&GambleFromDecision
Cockpit
ModernizationofNTUCIncome
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Albassimi'sJobisNotFeasibleWithoutIT
BigDataBigRewards
Making$79BAgile:HowProcter&Gamble
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CaseStudyQuestions
1. What Kinds of applications are described in this case? What business
functionsdotheysupport?
AsMashaweerplannedtoexpandtheirserviceswithfullforcesothattherewould
beahighbarrierofentryforanycompetitortheydecidedthattheircompetitive
advantagewouldtohavetobeininvestinginTechnology.
A.EnterpriseResourcePlanning(ERP)

AtfirsttheywantedtogetanERP(EnterpriseResourcePlanning)systembutthe
costistoohigh.ERPsystemsareintegratedenterprisewidestandardinformation
systems that automate all aspect of an organizations business process. An ERP
systems that enables a company to manage the efficient use of its Resource.
AmongthemostimportantERPattributesaretheabilityto:
Automatedandintegratedthemajorityofanorganizationsbusiness
processincludingproductionplanning,cosyanddevelopment,salesand
marketing,manufacturing,inventorymanagementandshippingand
payment.
Sharecommondataandpracticesacrosstheentireenterprise
Produceandassesinformationinrealtimeenvironment
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SincethecostofERPtotoohigh,thenstartedtheirowninformationtechnology
company, Innov8 (innovate), where they created a customized ERP System,
which they then connected to their customized PDAs (Personal Digital
Assistants)throughacloudcomputingsystemthatwasmadebyLinkDotNetand
Mobinil.EachriderreceivestasksoneatatimeonthePDA,whichalsoincludes
aGPStoprovidedetaileddirections.

B.CISCO
Toreducecostandensurequality,Mashaweerdoesnotrelyonoutsourcinginany
ofits stages as long as it can do the work with the same or better quality. One
further example of Mashaweeers in house capabilities is its call center. The
company investing in an innovative contact center and using CISCO, which
supportsupto3001Pphones,areportingmoduleandamoduleandarecording
system made it much easier for Mashaweer to track its received calls and work
on any problem that might face its customer service agents. Mashaweer call
center is expected to make up an important revenue stream for the company as
theirsalesandmarketingstrategy.
C.MashaweersServer
Another software components developed by Innov8 include the Mashaweer
Server. The Mashaweer Server is a centralized application that manages the
followingelements:
Orders(Placement,editing,pricing,review,trackingandreports)
Routesmanagementandoptimization
Clients(Management,reports,discounts)
Packagestracking
Contracts
CallCenter
Satelliteoffices
Representatives
Cashtransactionsandexpensestrackingorrepresentativesandsatellite
offices
Assettrackingandsatelliteoffices
Assettrackingofvehicles,PDAsandmobileprinters
Managementreports.

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D.ApplicationProgrammersInterface(API)
The Application Programmers Interface (API) is a set of programming
instructionsandstandardsforaccessingawebbasedsoftwareapplicationorweb
tool. A software company releases its API to the public so that other software
developers can design products that are powered by its service. The API is a
methodofintegratingMashaweerorderingsystemwiththirdparties.Thisallows
thirdpartiestoautomatetheirdeliverysystemandintegrateMashaweerintotheir
existing CRM/dispatching systems, opening a wide opportunity for business
expansion. For example, Mashaweer released its API so that other software
developers could more easily access Mashaweers products information. Using
theMashaweersAPI,athirdpartywebsitecanpostdirectlinkstoMashaweer
productswithupdatedprice.

autotext
align:centerwidth:150pxheight:150px">

E.SCADA(SupervisoryControlandDataAcquisition)
SCADA is a category of software application program for process control, the
gatheringofdatainrealtimefromremotelocationsinordertocontrolequipment
andcondition.SCADAisusedinpowerplants,aswellasinoilandgasrefining,
telecommunications,transportation,andwaterandwastecontrol.

ABOUT

SCADA system presented on a big screen will be available at Mashaweer

headquarters to monitor all live orders and measure the traffic in case of rush
hours, thus enabling the operation team to react and try a preventive and
correctiveaction.
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2.WhatarethebenefitsfromequippingtheirriderswithPDAs?
Personal Digital Assistant also known as a Palmtop Computer or Personal Data
Assistant. Is a mobile device that functions as a personal information Manager.
The Mashaweer PDA (Personal Digital Assistants) application is installed on
eachrepresentativePDAandmanagesthefollowingelements:

MY BLOG LIST

Orderitemsprogresstracking
Collectionoforderfeesandothercosts,againstaprintedinvoice
Packagehandling(barcodescanninganddestinations)
Messaging
Cashandexpensestracking
Synchronizingdataperiodicallyandatthebeginningofeachshift
Monitorandcontrolofemployeei.e.riders

Mashaweer invested in PDAs to enable the operation process to be monitored

accurately since is provides date like GPS tracking to track each order and the
location or stagethe messenger is located.Through thistechnology,Mashaweer
decreasestheamountoferrorsduetothefactthatthemessengeristiedtoan
automatedprocesswherehereceiveshistasksthroughthePDAhandheld.

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3. Was it a good decision to expand the business to Cairo? What are the
implicationsofinformationSystems?
Yes, we think it is a good decision to expand the business to Cairo. When
MashaweerwasfirstintroducedinEgypt,itcaptured100percentofmarketshare
for such a service, because it was the first and only company of its nature.
However, the market was not aware or used to such a service, so it started
growingslowlyinAlexandriauntilpeoplegraspedtheideaandgotaccustomedto
thefactthatthereisacompanythatcantakeyourerrands.Incontrast,whenthe
companystartedoperatinginCairo,itgrewassurprisinglyfastpace.
Thereareseveralfactorsareexpectedtoaffectthetargetmarketandmakeit
easier for Mashaweer to penetrate it aggressively. At the beginning, peoples
assumptionisthatusingMashaweeristooluxuriousandcostly.Whentheyuseit
forthefirstcoupleoftimes,thisperceptionchangesandtheybegintorelyonthis
convenientservice.Asmoreandmorepeoplegetaccustomedwiththeservice,it
createsaculturalchangethatsignificantlyaffectsthedemandontheservice.
Another factor that is expected to facilitate working conditions and reduce
costsisthe technological advances that occur every day. When they decided to
expand to Cairo, they decided to adopt a completely different strategy. They
wantedtobeabletocoverallofGreaterCairo,asawholeandnotjustspecific
area,fromtheverybeginning.TheyplannedtoenterCairowithfullforcesothat
therewouldbeahighbarrierofentryforanycompetitortheydecidedthattheir
competitive advantage would have to be in investing in technology. Mashaweer
heavilydependsontechnologicaltools,andwouldbenefitfromtheadvancements
andpricereductionsthatcontinuouslytakeplace.Asaresult,Mashaweerstotal
costs will decrease, enabling it to decrease its prices and further improve its
qualitytobecomeevenmoreconvenientforalargenumberofpeople.

ABOUT ME
AL I SMA AL I AS
SE L AN G OR, MAL AYSI A
V I EW MY C O MP LET E P R O FI LE

4. Do you think that Mashaweer will be able to accomplish their future

strategyandsustainitsmarketshare?
Mashaweersfuturestrategyisasfollows:
a) Mashaweer Market: Mashaweer is an online supermarket that will enable
people to do their grocery shopping through Mashaweers website and get it
deliveredbyitsrepresentativeswithin30minutesofplacingtheorder.Thiswill
bemadepossiblebyhavingaccesstoalargenumberofsupermarketaroundCairo
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andAlexandria,sothatrepresentativescanpicktheorderfromtheclosestoutlet
and deliver it to the customer as quickly as possible. All products will be
displayedonthewebsite.Mashaweerishopingtoreachanaverageof4000orders
dailyinreturnforadeliverychargeof5Egyptianpoundsperorder.
Suggestion

Asolutiontomakethisworkwouldbenothave30minutesdeliverytimeinplace
andhavethewebsitegeneratehowlongthedeliverywouldtakebasedonwhatis
orderedsuchasifunder10itemsareorderedthehalfanhourdeliverytimecould
stayinplace,butanythingovermayrequirea45minutesdeliverytimeandsoon
andsoforth

b) Call Centre: Mashaweers call center is expected to make up an important

revenue stream for the company in the near future, as the company starts
introducingmarketingcampaigns.Inaddition,Mashaweerisplanningtoexpand
itscallcentertoincludeothercompaniesotherthanMashaweer.

Suggestion
Mashaweer could automate a lot of their processes with fully utilizing the
MashaweerswebsitetoincludeonlinerequeststobesendstraighttothePDAso
asnotfullyrelyonthecallcentertomakeorders.ThiswillallowsMashaweerto
save their cost by making their service more convenient and easily accessible
onlineandallows workers to works on other project/tasks. This suggestion will
generateprofittoMashaweer while being able to keep majority of their current
clients.
Another suggestion is that, Mashaweer could consider a mobile application to
makedirectrequestsstraightfromclientsmartphone.
c)GeographicalExpansion:Usingthetechnologytheyhaveinvestedinbuilding
theirinfrastructure,Mashaweernowhasthepotentialtoeasilyenterandpenetrate
other markets in different regions as a very low initiation cost. They plan to
expandtootherregionswithinEgypt,inadditiontoexpandingtoothercountries
within the Middle East. In October 2013 they will open their first franchise in
Beirut,Lebanon.TheyarealsolookingtoexpandtoseveralcountriesintheGulf.
Suggestion

Thechallengewithgeographicalexpansionintootherlocationsisthatitsacostly
processtofullycapturethemarket.However,Mashaweerhasalreadyproventhat
ispossibletoexpandintootherregionsthroughEgyptwiththeir2011expansion
from Alexandria to Cairo. The suggestion to this strategy would be to expand
throughoutEgyptandtheMiddleEastwithfullforcetofullycapturetheEgyptian
and Middle Eastern market. Mashaweer need to plan strong strategy to facing
localcompetitors.
Thesethreestrategieshavethepotentialtosuccessandwillbeabletoaccomplish
their future strategy and sustain its market share if these strategies to be
implemented and executed correctly. For example a 30 minute margin with the
current130motorcyclesand10carswouldnotworkorwouldstruggletowork
and will putting stress on the works and this will decreasing performance and
morale.Utilizingthecallcenterforotherbusinesspracticescouldgreatlyimprove
profits and sustain its market share because it is a small impact on current
business if they move the operations online they can fully utilize call center for
otherbusinessandmarketstrategies.ExpandingintotherestofEgyptianandthe
Middle East could prove to be success so expanding into the rest of Egypt and
MiddleEastcouldhugeprofitsanddominatethepersonalassistancebusiness.

5. Do you think in near future, the competition between Mashaweer and

Wassalywillbeaggressive?Why?
No. Mashaweer is the only company of its kind in Egypt that operates on this
scale.However,thereisacompanycalledWassalythatwasestablishedinCairo
after Mashaweers success in Alexandria. This company operates on a much
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smallerscale.Theirindirectcompetitorsincludeothercourierservices(e.gDHL,
UPS,TNTandFedEx).However,theyhavepositionedthemselvesastheflexible
courierincontrasttothecouriersavailableinthemarkettodaytheyoffersame
day delivery rather than next day delivery. Mashaweer has several other
advantagesthatmakeitveryhardforotherstocompete:
Databaseofthousandsofloyalclients.
Selfinvestmentismanageable
Highlyqualifiedandcarefullyselectedridersduetothehighsalaries
ThissiteusescookiesfromGoogletodeliveritsservices,topersonalizeadsandtoanalyzetraffic.Information
comparedtothedeliverysectorintheEgypt.
aboutyouruseofthissiteissharedwithGoogle.Byusingthissite,youagreetoitsuseofcookies.
Variousrevenuestreams.
LEARNMORE
GOTIT
BeingtheowneroftheITcompanyInnov8fosterstechnologyintegration
inMashaweer.

Mashaweeralsohasseveraluniquesellingpropositions.Themaintwoaspectsare
beingthefirstinthemarket,andtheonlyofitskind.Alsothemostimportant
differentiator is the flexibility of their service, which addresses all of their
customersneedsandrequests.
PostedbyAlismaAliasat8:29PM
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