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8/9/2019 CITI Project V3
1/20
Cairo for International
Trade and Investment
(CITI)
Submit to Dr. Nehal Elnagar
Group Members:
Samir Hassanien
Medhat Saad
Sherif ShawkySamer Samy
Ahmed Agamy
8/9/2019 CITI Project V3
2/20
19
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(
8/9/2019 CITI Project V3
3/20
19
Marketing Management project
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:
Cairo for International Trade and Investment (CITI(
8/9/2019 CITI Project V3
4/20
19
Marketing Management project
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.
Cairo for International Trade and Investment (CITI(
8/9/2019 CITI Project V3
5/20
19
Marketing Management project
(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.
Cairo for International Trade and Investment (CITI(
8/9/2019 CITI Project V3
6/20
19
Marketing Management project
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.
Cairo for International Trade and Investment (CITI(
8/9/2019 CITI Project V3
7/20
19
Marketing Management project
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.
Cairo for International Trade and Investment (CITI(
8/9/2019 CITI Project V3
8/20
19
Marketing Management project
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:
Cairo for International Trade and Investment (CITI(
8/9/2019 CITI Project V3
9/20
19
Marketing Management project
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:
Cairo for International Trade and Investment (CITI(
8/9/2019 CITI Project V3
10/20
19
Marketing Management project
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).
Cairo for International Trade and Investment (CITI(
8/9/2019 CITI Project V3
11/20
19
Marketing Management project
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
Cairo for International Trade and Investment (CITI(
8/9/2019 CITI Project V3
12/20
19
Marketing Management project
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%
.
Cairo for International Trade and Investment (CITI(
8/9/2019 CITI Project V3
13/20
19
Marketing Management project
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
Cairo for International Trade and Investment (CITI(
8/9/2019 CITI Project V3
14/20
19
Marketing Management project
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%
Cairo for International Trade and Investment (CITI(
8/9/2019 CITI Project V3
15/20
19
Marketing Management project
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
Cairo for International Trade and Investment (CITI(
8/9/2019 CITI Project V3
16/20
19
Marketing Management project
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.
Cairo for International Trade and Investment (CITI(
8/9/2019 CITI Project V3
17/20
19
Marketing Management project
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.
Cairo for International Trade and Investment (CITI(
8/9/2019 CITI Project V3
18/20
19
Marketing Management project
Attachments
Cairo for International Trade and Investment (CITI(
8/9/2019 CITI Project V3
19/20
19
Marketing Management project
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 (--------------------------)
Cairo for International Trade and Investment (CITI(
8/9/2019 CITI Project V3
20/20
Marketing Management project
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
Cairo for International Trade and Investment (CITI(