CITI Marketing Plan v4

8/9/2019 CITI Marketing Plan v4

1/34

Cairo for International

Trade and Investment(CITI)

Submitted to

Dr. Nehal Elnagar


2/34

2

AhmedAgamy

Samir

HassanienMedhatSaad

SherifShawky

Samer

Samy

CITI

The Innovators

OverseasCoordinator

Chairman

Marketing

Director

Customer

Services

Financial

Director


3/34

About Us1

Business Overview2

Market Audit

3

SWOT Analysis

4

5

Contents

Vision & Mission


4/34

Segmentation7

8

Survey Analysis Report9

Recommendations10

Contents (Cont.)

Competitive analysis6

Marketing Strategy


5/34

5

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.


6/34

To be Number one leader in delivering world-

class integrated business and financialsolutions to our clients in Egypt and middle

east region.

6

Our vision


7/34

7

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,


8/34

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.

8

Our mission (cont)


9/34

9

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 economicrelationships with other countries and expand

its involvement in international economic

cooperation.


10/34

10

Wants:

Customer requirement is to boost foreign

direct investment (FDI) in Egypt.

Helping revitalize the country's economy andkeeping Egypt at the forefront of the global

economy.

To promote Egyptian Brand", a program toenhance the international competitiveness of

Egypt-made goods in such sectors

Marketing Audit (cont)


11/34

11

Demands

To help Egyptian firms, especially SMEs,

expand business overseas.

To help businesses enter or expand in overseasmarkets.

To work by creating the Economic Research

Institute for neighbor countries, which willstudy aspects of Arab gulf countries.

Marketing Audit (cont)


12/34

12

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 attractforeign investments.

Providing trade and investment information through

a variety of channels.

Climate

Company

Strength W eaknesses

ThreatsOpportunities


13/34

13

SWOT Analysis

Weaknesses :

Time scales, deadlines and pressures.

High employees turnover.

Lack of network infrastructure andfacilities.

Shortage at supportive administrative

staff.Climate

Company




14/34

14

SWOT Analysis

Opportunities:

Free trade agreements lead to new

business opportunities

Ministerial support through bilateralprotocol 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.

Climate

Company




15/34

15

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 ofdeveloping closer relationships

with other countries.

Climate

Company




16/34

16

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.

Competitive analysis


17/34

SMEs:

Governmental Institutions:

Private Sector:

Business Men Associations:

17

Segmentation and targeted

segments


18/34

18

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.


19/34

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.

19


20/34

Pricing

Prices for our services will calculated by

working hours of our expertise in each field of

finance, marketing, legal and technicalsupport.

Place (Distribution)

All services will be available through the CITIwebsite, and well deliver all the studies in

soft and hard copies.

20

Marketing Strategy (cont)


21/34

Promotion

public relations

Advertising

0branding

Direct marketing

internet

21

Marketing Strategy (cont)


22/34

Field surveyanalysis report

22

Type oforganization No. %

SMEs companies. 12 40%

Multinational companies. 9 30%

National companies. 6 20%

Governmental entities. 3 10%

Total 30 100%

Types

of

Organiz

ati

on


23/34

23

Field surveyanalysis report (cont)


24/34

24

Field surveyanalysis report (cont)Satisfaction Index

How do you rate: ExcellentVery

goodsatisfactory

Not

satisfactorypoor Total

SI

%

5 4 3 2 1

Skills of the

advisors 1 1 3 24 1 30 44

Customer services2 2 4 21 1 30 48

Services timing2 3 5 18 2 30 50

Services quality 1 2 4 21 2 30 46

The contents of CITI1 2 12 14 1 30 52


25/34

25

Field surveyanalysis report (cont)Satisfaction Index

The contents of the compatitors

Services quality

Services timing

Customer services

Skills of the advisors

52

46

50

48

44


26/34

26


The

Most

typ

eofse

rvices

Type ofServicesMarket

Study

Trade

Agreements

Companies

Data

exhibitions

and fairs

Political

Status

SMEs companies. 7 5 7 3 1

Multinational companies. 5 4 6 2 1

National companies. 4 3 5 1 1

Governmental entities. 2 3 3 0 0

Total 18 15 21 6 3

% 60% 50% 70% 20% 10%


27/34

27


The

Most

typ

eofse

rvices


28/34

Facingadifficulty incommunicating with Othercompetitive Companies.

28



29/34

Expectationsfrom CITI insolvingsuch challengesinthefuture.

To continuously support and monitor the projects we involved

in not just match making but keeping an eye on the projects

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 withsuch business including their culture , habits , knowledge ,

education level and political & economical status

29



30/34

30

Survey Analysis

(Recommendations)

Ability to increase our customers from SMES

Increasing our working time at the organization to

overcome the time late of realize customers requestAccording to customers 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.


31/34

31

Recommendations

operates one-stop business support centers in majorbusiness areas across the country

Cooperating with regional governments to attract foreigninvestment

Supporting our exporters in overseas trade fairs in otherways more than just logistics procedures.

Organizing foreign business missions in cooperation

with the government which give strong support indestination economies accompanied with our advisorswho help them to maximize information collection.


32/34

32

Recommendations

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.


33/34

Questions

33


34/34

Thank you

CITI Marketing Plan v4

Documents

Transcript of CITI Marketing Plan v4