Business Marketing Study

Agenda
- Introduction - SWOT analyses - Brand elements - Recommendations - Attachment - Thanks

Introduction
Dear sir First of all I have the pleasure to thank you for this opportunity and your interest to meet us ,So I strongly believe we will get our goals with your leadership

Best regards
Medhat A El Whab (Abbassya Manager (previously)

SWOT Analyses

Sternness
- OE as a brand - Very Good locations

SWOT Analyses

Weaknesses
- No clear corporate strategy and policies (transparency) EX - What`s our mission and vision ? - What`s our positioning ? - Which segments we targeted ? - What`s our brand equity ? - What`s our policy towards old employees ? - What`s our hiring and firing policy - Miscommunication between the departments - Low level of employees loyalty and competency - Internal culture

SWOT Analyses

Opportunities
- Corporate Sales - Installment Sale - High Public density with deferent classifications and culture

SWOT Analyses

Threats
- International financial crisis - Bad Press - High level of competition Flexible Distinctive Professional Attractive

BRAND ELEMENTS
Regarding to Previous audit we can get some important findings as following

-Brand elements are the following

Rational Positive Quality Negative High pricing Positive Confidant Emotional Negative Corruption
Low employees competency

High availability Not fashionable Respectable of substitute Integrated merchandizing Traditionalistic

Traditionalistic

RECOMMENDATIONS
1-LEARNS 2-TREANING 3-RESPONSIBILITIES DELEGATION 4-CLEAR EVALUATION POLICY 5-CONCENTRATE ON TEAM WORK CULTURE 6-REDESTRBUTE MANPOWER ACCORDING TO CLIENT TRAFFIC AND DEPT .CAPACITY 7-TOW WAY COMMUNICATION 8- REGULAR DATA ANALYSES

RECOMMENDATIONS
9- Positioning the brand depends on our distinctive Differentiation - Quality - Confidant - High availability of substitute - Respectable - Integrated merchandizing - Personals

( Differentiate or die)
10- Build up the brand identity based on our position . 11-We Should have a slogan to explain and focus our positioning I suggest to be the Quality you deserved (less is more) 12-Start up aggressive communication campaign As soon As possible advertising ,PR .est. focusing on our positioning

RECOMMENDATIONS
13- Hire professional and competent employees (branded) 14- Change the branch decoration concentrated on our color cod to be more stylish ,relevant to our personality and supplying it with air conditioning system to kill some competitors Differentiation 15- We must be keen to increase our best commutative advanced
(Integrated merchandizing and high Availability of substitute)

16 - Because in the client perception ;any Chinese goods means low quality , so we should avoid any announce relevant to Chinese goods 17- Redesign the supply chain to be more dynamic and adaptable

RECOMMENDATIONS
18- More consideration with children and Young people Age structure:
0-14 years: 33% 15-64 years: 62.6% 65 years and over: 4.4%

19- Clothes should be relevant to aria culture 20- It is very essential to start ASAP because we lose part of our brand image day after day 21 Concentrate on public relation activities As example - Invite the opinion larders in seminar - Sponsorship for some events or organizations (Hospitals , schools , clubs ,,,,,) - Sponsorship creative and inelegant students

Attachment
Branding study Section Check Evaluation sheet TRANING program Old presentations on Shoubra store Job Discretion Traffic accounting and analyses Program Section Check Sheet

Thanks
Dear Sir Finally thanks a lot for your time and I`m sorry if I presented something different ,Because its not the fist time present this effort , but I think it`s my duty Best regards Medhat A El whab