Al-Quds University

Management & Economics Institute

Business Administration

Marketing Plan for

SABRI for computer and communication systems – Ramallah

Islam Faroun -

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 2018
 Mission
To provide high class services and solutions based on International standards that allow our
customers to work smarter, empower their working environment with business intelligence
and leverage the data to make tactical and strategic decisions.

 Vision
“IS TO BE THE LEADERS IN INFORMATION MANAGEMENT BY BULDING STRONG
PARTNERSHIPS WITH GLOBAL TECHNOLOGY COMPANIES TO HELP OUR
ORGANIZATIONS MANAGE STRUCTURED AND UNSTRUCTURED CONTENT AND
DATA BUSINESS IN PALESTINE”

 2020 Vision
• We aim to expand our work in the Palestinian occupied 48 and Gaza sector, as first
step and second step to expand in the Arabic Market.
• We aim to be Golden Partner with Microsoft (current status Silver partner).
• We aim to be Silver Partner with HP (Server, Network).
• We aim to have our own system in Archive Management.

A- Executive Summary:

SABRI for computer and communication systems was established in 1998. The basic goal
was to assist our local community to develop in essential aspects. Our effort is devoted on the
flowing sectors:
• Personal computers, workstations, servers, printers, and other hardware solutions
from Hp, Intel, Epson, Cisco, Kodak, Fujitsu and other brands.
• Networking (hardware and software installation and management)
• Power solutions such as UPS, Inverters and power supplies.
• Special purpose solutions in banking , PDA’s, Archiving and other office needs.
• it engages itself in social networking site: Facebook @SabriForcomputers
• In 1998 the company launched its own website, the URL is
http://www.sabriforcomputer.com

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We Chose this Company because it's considered to be from the top five in the technology
solutions, and we had a background about the company and its successful journey so
choosing it was helpful for us as MBA students to connect Sabri's success with what we've
learned, and to try to be helpful for the company with this strategic marketing plan.
The purpose of this strategic marketing plan is to analyze the company's external and internal
environment, and to choose a specific path to increase Sabri's market share and its potential
growth.
Our project is based on information collected from the Palestinian market and the company's
itself, we arranged a meeting with the business owner Khaled Sabri, to get raw data that will
help us in developing a constructive plan, and what was found is applied on our strategic
marketing plan.

B- Environmental Analysis
A. External Environment
Pest Analysis:-

A.1 Political
- Unstable Situation.
- Transportation barriers between areas.
- Import New Product from External
-
A.1 Economic
- Small Market size.
- No National currency (using 3 currencies).
- Fluctuation the rate of inflation and high percentage in unemployment in Palestine as
well as the average income of the Palestinian citizen.
- Palestinians Economics Depends External Funding’s
-
A.3 Social & Demographic
-The small company take big sector in Palestinian market
So that owner of them did not trust use technology in operate his company

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 A.4 Technology
- Our solution is very expensive based on that financial power to the small company
cannot cover the employee needs
- Takes into consideration the technological progress at all levels; therefore, it works
regularly on developing its employees’ records and its customers’ record. Also, it
communicates with them dramatically using the telephone and the Internet. It realizes
how much important is to influence the company’s business operations.

B. Internal Environment
B.1 Human Resources & Structure

- Featuring the working atmosphere in Sabri Company that is closer to the family
atmosphere, consult them due each project, and their input and advice necessary in the
conduct of our business.

- Sabri Company based intercom sophisticated style.

- Modern management systems

- Flexible internal regulations do justice to the employee.

B.2 Physical Appearance

Sabri present itself as a sophisticated through the picturesque upscale decor with striking
colors attractive, all that the company gave a good impression with its customers, and was an
influential factor in the marketing and the company's reputation and its products.

B.3 Infrastructure
Sabri owns infrastructure that includes hardware and equipment with technological advances,
which have a good performance and high quality, which contributed to the marketing process
for the company and its products.

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C’s Analysis: -
I- Company

- Strong in the market.

- Stable & Motivated employees.
- Interference between market & sales activities.
- Use Developed marketing techniques.
- Good marketing information system.
- Sabri for Computer has the advantage of being in a strong financial position.
- Besides, the company offers a huge variety of products in an affordable and
competitive price that is suitable for the customers.
-
II- Customers

- Most customers are looking for low price products and are price sensitive.
- Well positioned in the minds of customers and viewed by them as a strong brand.
- Target market:
• Telecom (Paltel, Jawwal, Wataniya)
• ISP’s (Hadara, Mada, Call U, Zaytona)
• Banks (all banks in Palestine)
• News agencies
• Government institutions
• Insurance companies
• Travel agencies
• Education (schools & universities)
• Small business in other governorates (Hebron, Nablus, Bethlehem, Jenin)
• Industrial and manufacturing companies
• Nonprofit organization

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 Main customers sectors

Main Customer Sector

5% Government
15%
30% Education
Banking
10%
Insurance
Other sector
20% 20% individual

III- Competitors

- Easy to enter the market.

- They have more than 28% of market share.
- Local & external competitors.
- Most of the competitors are small.
- The company has a wide range of different and diverse variety of products. Each
category has its own competitors.
- Obviously, any increase in the competitive environment may have an adverse effect on
the company's business, earnings and growth. Through effective competitive
intelligence, the firm gains the insights needed to create a competitive advantage and
to increase the quality of the strategic decisions it makes when deciding how to
compete against its rivals.

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SWOT Analysis:-
Opportunities:
1. Opportunity to introduce new product onto market
2. Competitors' vulnerabilities
3. Investment into developing countries
4. In software products, we can work with worldwide, Arab 48 and Gaza Market,
especially that the technology in Gaza is weak and very expensive in 48.
5. Our licenses brand names is known well throughout in the world today.
6. Opportunities to develop social responsibility in narrower demographics.

Threats:
1. Political effects
2. Shifts in the exchange rates affecting profits
3. Consumer buying power
4. The threat of substitutes, is a very real threat, possible substitutes that continuously put
pressure on both our company
5. Consumers can easily switch to other products.

Strengths:
1. Strong brand image.
2. Experience, Knowledge, Data.
3. Strong partnerships with global companies (Microsoft, HP. Cisco etc.)
4. Economic of scale
5. Distributor for big devices company (Kodak)
6. Brand positioning in the consumers mind.

Weaknesses:
1. Family business.
2. There is a level of reliance on Israel market.
3. Israeli restrictions on some products and partnerships

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C- Problems
1. Sabri has a licenses of international companies, and can’t take some decisions without
the confirmation from the original company, which means that sometimes dependent
on the mother company.
2. Strong Competition with international and local technology companies.
3. Palestinian's purchasing power considered to be weak, and they are price sensitive.
4. Many Substitutes available in the market.
5. Sabri deals with companies who pay only in cash basis, and doesn't accept any debts,
switch make it hard for many companies to deal with us and to switch to another
companies.

D- Objectives
Strategic objectives
1. Create clear and targeted messages for the right audience.
2. Creative & digital tools in advertising.
3. Best Practice for digitization in computer solution market.
4. Meet the consumer’s real needs with the most advanced technology.
5. Improve the nature of social responsibility programs.
6. Improve the service approach for new and existing companies.

E. Strategies
Sabri for computer could start with market penetration strategy to increase its market share
and sales growth for existing products in existing markets through greater marketing efforts
in order to obtain higher market share in the West Bank and Gaza, this could be implemented
through using methods such as competitive lower prices, and New Strategies involve utilizing
pathways and finding new ways to improve profits, increase sales in order to stay Top 5 in
the Palestinian market.

In order to increase profits and sales, Sabri for computer should improve existing products
and modify them according to customer's needs, which means that the company should
peruse product development strategy. And so, it could start with the following:
1. Customize the product to be suitable the customer needs.

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2. To add new experience to the market by offering Different products includes software and
hardware.

F. Marketing Mix
I- Product
Sabri for computer offers versatile set of technology to its customers in West Bank, these
offering is comprised of
a- Hardware products:
1- Hp: the most sellable item in inks and toners.
2- Cisco networking (routes, switches, WIFI, and so on).
3- Kodak products (scanners).
b- Software products:
1- Microsoft products (software licensing).
2- Kaspersky (antivirus).
3- Bitdefender (antivirus).

Main products sectors

Sales

5% Pc && Laptops

20% Printers

40% Scanners
Networking
5%
Software
5%
Supplies
15% 10% Other

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II- Price
The demand of technology in Palestine represents an inelastic demand with high to
sensitivity, which means the prices offered by technology companies will affect
demand on their product.

Sabri offers its products in competitive prices relative to other technology companies
when talking about B2B market

III- Promotion
Sabri uses and employs public relations and community service activities in reaching its
end consumers in to addition to minor channels like social media.
Advertising tools:
• Telemarketing
• Visits to present special and customized presentation for each customer based
on his need
• Services Bundling
• Filed visits
• SEO (search engine optimization)
• Social media
• Google campaign (linked to a landing page to generate leads)
• YouTube campaign

Alternative advertising:
• SMM
• CPC/CPM
• SEO
• GDN
• Lead Generation
• Video Ads
• Re-Marketing
• In App Mobile Ads
• Promotional Emails

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IV- Place
Sabri headquarter is located in Ramallah, which is near the target market.

 Based on our market research and to cope with current market requirements,
we would suggest the following recommendations in Sabri marketing Mix:
I- Product
1. Customize the product to be suitable to the customer needs.
2. Products Variety: to add new experience to the market by offering Different
products includes software and hardware.

II- Price
1. To create a pricing mechanism to be suit with companies financial power.
2. To get new partnership with companies supplies the products with low price, so
the companies with weak financial power can get our products.

III- Promotion
Promoting our special products:
1- Promoting for “Azure”
• Social media posts (targeted)
• Produce informative videos
• Google campaign (targeted audience)
• YouTube campaign (targeted audience)
• Monthly or periodically electronic newsletter
• Promotion emails (special content and design)
• Presentations & meetings
• Special events
2- Promoting for Office 365
• Social media posts (targeted)
• Produce informative videos
• Google campaign (targeted audience)
• YouTube campaign (targeted audience)

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 • Monthly or periodically electronic newsletter
• Promotion emails (special content and design)
• Presentations & meetings
• Special events

IV- Place
Sabri headquarter is located only in Ramallah, we recommend to have office in every
business center in Palestine like Hebron, Nablus.

G. Budget

H. Recommendations:
We recommend the following according to our group work and strategic plan:
1. Sabri should work on getting authorization from the international companies to
deal with the Palestinian community, in order to serve the market from the
Palestinian point of view, And not to stay fully dependent, because the Palestinian
market has its privacy.
2. The problem of low brand recognition, could be resolved by use some basic
strategies as putting more efforts on the public relations section to deliver the right
needed information for the customers by publications (brochures\annual reports)
and sponsoring more public or private events where the company can distribute its
products.
3. Sabri's competition with others couldn’t be eliminated but could be reduced, by
pursuing defensive strategies, and what will help Sabri to compete strongly in the
Palestinian market is that it’s already got many opportunities to expand its
partnerships. The company has the capital and talent managerial needed to create
new
4. Substitutes problem is faced by every company, but this problem could be
overcoming by Sabri, by pursuit to get high rating with international companies

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 and that will lead to give us more incentives like discounts, that will give us the
power to interduce our products with good price, as a result customer won't
consider what other companies are selling as long as Sabri is satisfying them.
5. Sabri financial policies with the companies should be adjusted in a way that they
accept new payment methods (checks) that would help in its expansion future
strategies.
6. To increase Sabri share market, we recommend to follow advance segmentation
techniques as below:

Micro segmentation
• Has internet
• City
• Village
• Gender
• Career
• Classification
• Income
• You can add as much as possible of criteria

New segmentation
• Women
• Doctors
• Youth
• Lawyers
• Workers
• Engineers

7. Strategy recommendation
We working on two tracks in parallel
• Retention: targeting the current customers with several activities and new
bundles or offers to make them feel that they are special, we aim to keep them
as our clients beside broad the number of services that they get from Sabri
Company

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• Acquisition: targeting new customers & firms throughout all possible tools and
activities in all Palestinian cities and in Gaza if possible beside Arab companies
and firms inside 48 lines.

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