Cairo for International Trade and Investment (CITI) Submitted to Dr.

Nehal Elnagar

The Innovators

Samir Hassanien

Medhat Saad

Chairman Ahmed Agamy

Overseas Coordinator

CITI
Samer Samy
Sherif Shawky

Financial Director

Marketing Director

Customer Services

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Contents
1 2 3 4 5

About Us Business Overview Vision & Mission Market Audit SWOT Analysis

Contents (Cont.)
6 7 8 9 10

Competitive analysis Segmentation Marketing Strategy Survey Analysis Report Recommendations

Business Overview
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.
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Our vision

To be Number one leader in delivering worldclass integrated business and financial solutions to our clients in Egypt and middle east region.

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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,
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Our mission (cont) 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.

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Marketing Audit 
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.
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Marketing Audit (cont) 
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 ³Egyptian Brand", a program to enhance the international competitiveness of Egypt-made goods in such sectors
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Marketing Audit (cont) 
Demands

To help 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.

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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 trade and investment information through a variety of channels.
Company

Strength

Weaknesses

Opportunities

Threats

Climate

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SWOT Analysis
Weaknesses : Time scales, deadlines and pressures. High employees turnover. Lack of network infrastructure and facilities. Shortage at supportive administrative staff.

Company

Strength

Weaknesses

Opportunities

Threats

Climate

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SWOT Analysis
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 between Egypt and Arab countries. 70 offices over 50 countries facilitate working with those countries.
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Company

Strength

Weaknesses

Opportunities

Threats

Climate

SWOT Analysis
Threats: 
1- Loss of key staff  2- Political changes ( trade agreements, protocols )  3- Increase of competitors ( consultancy offices )  4- Political instabilities in some Arab countries leads to negative effect in FDI  5- Lack of developing closer relationships with other countries.
Company

Strength

Weaknesses

Opportunities

Threats

Climate

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Competitive analysis
Direct: Local consultancy firms Governmental programs aids to SMEs Worldwide advisory firms in the same field . Indirect: Our different business lines which are focusing on financial & operational management consultancy business locally other than the worldwide venture business which leads to dedicate some of our experts to the local market.
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Segmentation and targeted segments 
SMEs: Governmental Institutions: Private Sector: Business Men Associations:

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Value Proposition
Benefits:  Providing professional consultants.  Arranging Events, meetings and seminars. Values:  Employment Increase.  Raising Egyptian flag and brand names abroad.  Supporting SMEs companies to grow bigger. Competitive Advantage:  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.

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Marketing Strategy Product (Services) CITI has four primary Services offerings: Market Studies. Companies Data. Trade Agreements. Exhibitions and fairs.
A key part of the Services offering is the knowledge and the experience of our technical support, financial advisors and market researchers, also the databases that we have.
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Marketing Strategy (cont) 

Pricing Prices for our services will calculated by working hours of our expertise in each field of finance, marketing, legal and technical support.  Place (Distribution) All services will be available through the CITI website, and we¶ll deliver all the studies in soft and hard copies.
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Marketing Strategy (cont) 
Promotion public relations Advertising 0branding Direct marketing internet

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Field survey analysis report
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%

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Field survey analysis report (cont)

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Field survey analysis report (cont)
Satisfaction Index
How do you rate: Excellent 5 Skills of the advisors Customer services Services timing Services quality The contents of CITI 1 2 2 1 1 Very good 4 1 2 3 2 2 satisfactory 3 3 4 5 4 12 Not poor Total satisfactory 2 24 21 18 21 14 1 1 1 2 2 1 30 30 30 30 30 44 48 50 46 52 SI %

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Field survey analysis report (cont)
Satisfaction Index

Skills of the advisors

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Customer services

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Services timing

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Services quality

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The contents of the compatitors

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Field survey analysis report (cont)
The Most type of services
Type of Services Market Study Trade Companies exhibitions Political Agreements Data and fairs Status 5 4 3 3 15 50% 7 6 5 3 21 70% 3 2 1 0 6 20% 1 1 1 0 3 10%

SMEs companies. Multinational companies. National companies. Governmental entities. Total %

7 5 4 2 18 60%

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Field survey analysis report (cont)
The Most type of services

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Field survey analysis report (cont) 
Facing a difficulty in communicating with Other competitive Companies.

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Field survey analysis report (cont) 
Expectations from CITI in solving such challenges in the future.  To continuously support and monitor the projects we involved in not just match making but keeping an eye on the project¶s life time to insure the succession plan.  New services or events.  Arrange some groups visits to other countries to meet others in order to strengthen the relationships  Make some booklets about countries who are concerned with such business including their culture , habits , knowledge , education level and political & economical status

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Survey Analysis
(Recommendations) 
Ability to increase our customers from SME¶S  Increasing our working time at the organization to overcome the time late of realize customers¶ request  According to customer¶s perception the organization will try to organize the events & seminars without time delay in matchmaking.  Organization will try to facilitate data about other countries information.

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Recommendations 
operates one-stop business support centers in major business areas across the country  Cooperating with regional governments to attract foreign investment  Supporting our exporters in overseas trade fairs in other ways more than just logistics procedures.  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.

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Recommendations 
Helping establish administrative & legal systems for startups 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.

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Questions

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Thank you