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stablished in 1990, the Arabian Food Industries Company had a humble
beginning o ering a modicum of products with only two types of white and
mozzarella cheeses, respectively. Since then its lagship cheese brand, Domty,
has grown to hold an unparalleled position amongst market competitors. This has
been made possible through a combination of strategic endeavors, most notably
those that have helped secure market trust and consumer loyalty owed to the
company’s continuous commitment to quality. Domty now o ers a wide range of
products and lavors that have helped expand its market reach and made it available
on all supermarket shelves.

Domty’s success is exempli ied in its growth trajectory. What began with only two
distribution centers and two trucks, at a time when Egyptian consumers had yet to
develop a taste for packaged cheese and when loose cheese held 90% of the market
share, is now a household brand and leading cheese manufacturer in the industry.

Today, Domty boasts a distribution leet of over 600 trucks operating from 27 sub
strategically located distribution hubs across the country, ensuring a streamlined
delivery system directly to all kinds of retail; a feat made possible by a dedicated
workforce of over 2600 employees. At the core of our success lie the values of
innovation, quality ingredients, taste, and value for money.

Domty’s products are White Cheese، Mozzarella Cheese، Nectar Juice، No Added
Sugar Juice، Processed Cheese، Drink Juice، Bakery، Dairy، and Milk.

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 SECTION 2 – ENVIRONMENTAL ANALYSIS

CULTURAL ONION MODEL FOR TURKEY

The ONION model, in which we discuss the national symbols, heroes, rituals and
principles, and traditions of a selected. We know that Turkey is a middle eastern
country.

For turkey some of the national symbols are their National Anthem, their lag, the grey
wolf which is their national animal and the tulip which is their national lower. Turkey
also has many heroes who are important to the country like Burak Ozcivit who is an
actor and Talat Pasha who was an Ottoman politician. Turkey also has multiple myths
and legends : Erlik is the god of death, Ayaz Ata is a winter god and Gün Ana is the sun
goddess.

in their culture heroes and myths are celebrated. In turkey extending an o er multiple
times is considered basic etiquette you need to be insistent to refuse an o er, it is
polite to stand when someone elderly enters the room, It is considered rude to chew
gum whilst talking to someone, It is considered improper for a woman to cross her
legs while sitting and asking permission before taking a woman’s photograph these are
some of the rituals and principals of the Turkish culture.

HOFSTEDE’S INSIGHTS FOR TURKEY

Hofstede carried out a study on cultural di erences between 1967 and 1973, gathering
information from di erent people in 72 di erent nations. He initially built the survey
around four dimensions, but later two more along with other nations were added.
Power distance, individuality, masculinity, uncertainty avoidance, long-term
orientation, and indulgence are the dimensions. We are using his dimensions to
examine Turkish culture.

 
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 POWER DISTANCE:
Turkey has a high score of 66, which indicates that Dependence and hierarchies
describe the Turkish culture. Managers depend on their bosses and the regulations
because power is centralized. Employees anticipate being given instructions. Control
is expected, and managers are treated formally. Information low is selective and
communication is indirect. The family unit exhibits the same structure, with the father
acting as a sort of patriarch who the other members must subject to.

INDIVIDUALISM:
Turkey has a collectivist society, scoring 37. This implies that the "We" is signi icant and
that people are members of groups (families or organizations) that take care of one
another in return for loyalty. Indirect communication is used, and open confrontations
are avoided in order to preserve the group's unity. The moral foundation of the
relationship always takes precedence over task completion. It takes time to build a
trustworthy friendship at irst. There may be more nepotism. Even in the commercial
setting, feedback is almost always indirect.

MASCULINITY:
Turkey is on the Feminine side of the spectrum with a score of 45. In other words, the
softer components of culture like being humble, forming agreement, and showing
compassion for the weak are respected and promoted. In both personal and
professional life, con licts are avoided, and reaching an agreement is crucial. For Turks,
leisure time is crucial since it is when the entire family, and friends get together to
celebrate.

UNCERTAINTY AVOIDANCE:
Turkey scores 85 on this dimension. There is a huge need for laws and rules. In order
to minimize anxiety, people make use of a lot of rituals. For foreigners they might seem
religious, with the many references to religion, but often they are traditions or social
patterns.

LONG-TERM ORIENTATION:
Turkey’s intermediate score of 46 no dominant cultural preference can be presumed.

INDULGENCE:
With a score of 49, a characteristic corresponding to this dimension cannot be
determined for Turkey.

 
 
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 CAGE FRAMEWORK FOR TURKEY

The CAGE framework is divided into four parts: cultural distance, administrative
distance, geographic distance and lastly economic distance. We will compare
between our country Egypt and the country chosen turkey.

CULTURAL DISTANCE:
We can see that turkey scores a high 66 compared to Egypt’s 80 on power distance
which shows that Egypt is more unequal and there are individuals that are more
important than others. They are both equal on 37 points in the individualism category
which shows that people in both countries are more reliant on each other and use the
word WE instead of I. Next, we have uncertainty avoidance where Egypt scores 55
compared to turkeys 85 which is a really high score and that means that the country
does not know and they are uncertain about what will happen in their future. We can
see a lot of cultural similarities and that is because we are both Arab countries.

ADMINISTRATIVE DISTANCE:
Egypt and Turkey are bound by strong religious, cultural and historical ties, but
diplomatic ties between the two have remained extremely friendly at times and
extremely strained at others.

GEOGRAPHIC DISTANCE:
At this point we will compare Size, population, distance and climate. Egypt is much
larger than Turkey with Egypt being 1.02 million km squared and Turkey being only
783,356 km squared which is very little in comparison to Egypt. There is also a big
di erence in population numbers where Egypt has 107.7 million compared to Turkey
only 84.6 million which is also a big di erence. Last but not least, the distance
between the two countries is 1,411 km, which is a reasonably short distance. The
climate in Egypt is dry and hot, whereas the temperature in Turkey is moderate and
mild.

ECONOMIC DISTANCE:
We are going to compare the tax systems between the 2 countries where Egypt has 14
percent taxes compared to Turkey has only 12.5 percent taxes on everything, which
means that Egypt enforces more taxes on their citizens in comparison to the citizens
of the UAE.

The CAGE study shows us that even though the cultures and the way of thinking are
similar, there are many di erences that show us that the countries are not the same.

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 PESTEL ANALYSIS FOR TURKEY

PESTEL analysis is a framework which is imperative for companies around the world. It
helps to understand and identify the marketing strategies and dynamics and
e ectively improve the business continuously. It is used to identify the political,
economic, social, technological, environmental and legal factors that a ect and
in luence a company. In the following we will conduct a PESTEL analysis for Turkey.

POLITICAL FACTORS:
- Taxation policy taken by the government in this sector besides the organizational
frame which is determined by the government also as the insurance and consumer
protection laws.

- Governmental plans on healthcare in the company will a ect the whole reputation
of the industry positively or negatively.

ECONOMIC FACTORS
- In lation and changing in currency exchange rates are the main economic factors
on the sector as most of consumers are tourists so the exchange rate will be the
irst concern it their minds.

- Most of the equipments needed for healthcare organizations are imported with a
foreign currency which will also a ect the overall fees of the service provided to
people

SOCIAL FACTORS
- The change happening in the Turkish society with the increase of number or tourists
coming.

- Turkey is well-connected with the rest of the world due to its geographic location,
and Turkish people have an international mindset.

- However, there are some social challenges facing the country today. For instance,
social exclusion, poverty, and declining liberalism within the society can be
considered in this regard.

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TECHNOLOGICAL FACTORS
- The Turkish technology markets
- Heavy government investment in the sector
ENVIRONMENTAL FACTORS
- The hottest holiday destinations on earth hence great business opportunities.
- Pollution has added greater risks to the country’s environment
- Turkish government has taken a number of initiatives to reduce the strain on the
environment.

LEGAL FACTORS
- equal treatment for both nationals and foreigners.
- The judicial system is independent and impartial which ensures justice for everyone
in judicial matters.

- Discriminating employees prohibited by the Turkish law.

- Hours worked over limit is considered over-time.
- Employees are entitled to annual holiday.

 SECTION 3 – SITUATIONAL ANALYSIS

SWOT ANALYSIS :

STRENGTHS:
• Domty is a well-established brand in Egypt
• O ers a variety of products.
• Domty concentrates on innovating in their products.
• Also, concentrate on o ering a good quality as well as taste.
• Domty always tries to tackle the market with low prices.
WEAKNESSES:
• Only operates in Egypt
• Targeting a speci ic market
• Domty’s market share decreases in the Egyptian market
OPPORTUNITIES:
• Lack of white cheese suppliers in Turkey
• Lack of fast bakery sandwiches in Turkey
• Hottest holiday destination; so, great business opportunity
THREATS:
• Current cheese suppliers in Turkey
• Economical issues (exporting)
• New unknown market segment

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 SECTION 4: RECOMMENDATIONS

• Exporting is one of the most common ways to enter an international market. It's a
simple entry mode that gives Domty a reason to pursue that new market.

• Customizing Your O er To The Market. The Domty products that’s being sold must
be appropriately marketed to successfully make an impact within that market. 

• Parternships. It’s a way for two companies to achieve a common purpose or

mutually-bene icial set of goals. International partnerships can be advantageous in
terms of bridging any di erences between a home market and a foreign one - such
as cultural or regulatory di erences. It’s especially helpful if you partner with a
domestic company that has similar values.

• Working With a Global PEO, A PEO works with you to determine your infrastructure
and how well it is suited for expansion, creates data collection processes,
researches both inancial, legal and cultural di erences and implications and also
analyzes immigration laws. They can also help support you through global payroll
obligations and global talent acquisition.

REFERENCES

HTTPS://ETHICAL-CULTURE.COM/2019/11/21/CULTURE-COMPLIANCE-TURKEY-POST-
FROM-2017/

https://www.hofstede-insights.com/country/turkey/

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