CITI Project V3

8/9/2019 CITI Project V3

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Cairo for International

Trade and Investment

(CITI)

Submit to Dr. Nehal Elnagar

Group Members:

Samir Hassanien

Medhat Saad

Sherif ShawkySamer Samy

Ahmed Agamy


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Marketing Management project

Contents

Contents..................................................................................................................2

Project Summary......................................................................................................3

Our Vision.............................................................................................................3

Our Mission...........................................................................................................3

Organization Roles :...............................................................................................3

Organization Chart :...............................................................................................3

Marketing Audit........................................................................................................4

Marketing Process :................................................................................................4

)SWOT) Analysis :...................................................................................................5

Market offering :...................................................................................................6

Exchange & Relationships :...................................................................................7

Market Players :.....................................................................................................7

Segmentation and targeted segments :................................................................8

Value Proposition :.................................................................................................9

Marketing Strategy................................................................................................10

Marketing Management Orientation :..................................................................10

Customer Support at Specialized Trade Fairs :....................................................10

A Blue-print Map for Service Process (Specialized Trade Fairs Services )............11

Field survey...........................................................................................................12

Field survey analysis report :...............................................................................12

Field survey Recommendations..........................................................................16

Recommendations.................................................................................................17

Attachments...........................................................................................................18

Cairo for International Trade and Investment (CITI(


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Cairo for International Trade and Investment Project

)CITI(

Project SummaryCairo 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:



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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.



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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 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.



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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 timelyand 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.



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Working to increase Egyptian trade with neighbored countries. Achieving self-

sustainable 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.



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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.

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

exchange of information and ideas.

Export Councils:

It is an official organization that is involved in:

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:

SME s:

Governmental Institutions :

Private Sector :

Business Men Associations:



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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:



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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).



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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



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On Stage Contact Calls

FrontDesk

FormalLetter

BackStage Food

CurrentCustome

r

Rules &

FeesPaymentReview

Portfolio Agro

1st timeCustome

r

FillingApplication

& Profile

Leather Support Process

Field survey

Field survey analysis report:

Customers perception towards organization services:

Types of Organization

Type of organization No. %

SMEs companies. 12 40%

Multinational companies. 9 30%

National companies. 6 20%

Governmental entities. 3 10%

Total 30 100%

.



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Satisfaction Index

How do you rate: Excellent

Verygood

satisfactory Notsatisfactory

poor Total SI %

5 4 3 2 1 Skills of the

advisors1 24 2 2 1 30 74.67

Customer services1 21 4 2 2 30 71.33

Services timing2 18 5 3 2 30 70.00

Services quality

2 21 4 2 1 30 74.00The contents of CITI1 24 3 1 1 30 75.33



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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 customers 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

Type of ServicesMarket

Study

TradeAgreem

ents

Companies

Data

exhibitions and

fairs

Political

Issues

Multinational companies. 7 5 7 3 1

National companies. 5 4 6 2 1

Governmental entities. 4 3 5 1 1

SMEs companies. 2 3 3 0 0

Total 18 15 21 6 3

% 60% 50% 70% 20% 10%



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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



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Facing a difficulty in communicating with Other Companies.

80% from the customers faced some difficulties when treating with the organizationin 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 SMES

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 customers mobiles )

According to customers 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.



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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

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.



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Attachments



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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 CompanyOthers

(Specify)

Q2- Please ticks one for all the following:-

How do you rate: ExcellentVery

goodsatisfactory

Not

satisfactorypoor

a- The contents of CITI

b- Services quality

c- Services timing

d- Customer services

e- Skills of the advisors

Q3- Describe the type of services you requests the most

Market study - trade agreements - exhibitions and fairs - trading

companies' data - political issues - others (--------------------------)



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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


CITI Project V3

Documents