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 9

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:

(Cairo for International Trade and Investment (CITI

1 9

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.

(Cairo for International Trade and Investment (CITI

1 9

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.

(Cairo for International Trade and Investment (CITI

1 9

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.

(Cairo for International Trade and Investment (CITI

1 9

Marketing Management project

Working to increase Egyptian trade with neighbored countries. Achieving selfsustainable 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.

(Cairo for International Trade and Investment (CITI

1 9

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. exchange of information and ideas. Export Councils: • It is an official organization that is involved in:

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

• 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:

(Cairo for International Trade and Investment (CITI

1 9

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:

(Cairo for International Trade and Investment (CITI

1 9

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).

(Cairo for International Trade and Investment (CITI

1 9

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

(Cairo for International Trade and Investment (CITI

1 9

Marketing Management project

On Stage Contact

Calls

Front Desk

Formal Letter

Back Stage

Food Current Custome r Rules & Fees Payment Review

Portfolio

Agro 1st time Custome r Leather Filling Application & Profile

Support Process

Field survey
Field survey analysis report:
Customer’s perception towards organization services: Types of Organization Type of organization SMEs companies. Multinational companies. National companies. Governmental entities. Total .
No. 12 9 6 3 30 % 40% 30% 20% 10% 100%

(Cairo for International Trade and Investment (CITI

1 9

Marketing Management project

Satisfaction Index How do you rate:
Skills of the advisors Customer services Services timing Services quality The contents of CITI Excell ent 5 Very good 4

satisfactory 3 2 4 5 4 3

Not satisfact ory 2

poor 1

Total

SI %

1 1 2 2 1

24 21 18 21 24

2 2 3 2 1

1 2 2 1 1

30 30 30 30 30
1 9

74.67 71.33 70.00 74.00 75.33

(Cairo for International Trade and Investment (CITI

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

Type of Services Multinational companies. National companies. Governmental entities. SMEs companies. Total %

Study

Trade Agreem ents

Companies Data 7 6 5 3 21
70%

exhibiti ons and fairs

Politic al Issues

7 5 4 2 18
60%

5 4 3 3 15
50%

3 2 1 0 6
20%

1 1 1 0 3
10%

(Cairo for International Trade and Investment (CITI

1 9

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 9

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 9

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.

• •
• •

(Cairo for International Trade and Investment (CITI

1 9

Marketing Management project

Attachments

(Cairo for International Trade and Investment (CITI

1 9

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) Governmental National Company Multinational Company Others (Specify)

Q2- Please ticks one for all the following:How do you rate: a- The contents of CITI b- Services quality c- Services timing d- Customer services e- Skills of the advisors Excellent Very good satisfactory Not satisfactory poor

Q3- Describe the type of services you requests the most Market study companies' data trade agreements - political issues - exhibitions and fairs - trading - others (--------------------------)

(Cairo for International Trade and Investment (CITI

1 9

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 9