Omar Effindi

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Strategic Marketing Management

Omar Effendi case study 

Prepared by:

Ahmed Essam

Haytham Saidum

Mohamed Sobhy

Nermien Marwan

Rana Marwan

Presented To:

Dr. Usama Saleh 

Date: July 20th, 2011

EXECUTIVE SUMMARY 

1 - Introduction

*   Omar effendi Back Ground and History

2 - Strategic Analysis

* Auditing

       Market analysis (PESTEL analysis)

       SWOT analysis

       TOWS analysis

* Customer analysis

* Competitive analysis

        Porter’s five Forces Model

* Portfolio analysis

3 - Business Strategy

* Objective – Mission – Vision

* Porter Generic Strategy

* Growth Strategy

* Competitive Advantage

4 - Marketing Plan

         Segmentation, Targeting & Positioning

         Marketing Mix

*   Product

*   Price

*   Place (Distribution/Shipping)

*   Promotion

*   People

*   Physical evidence

*   Process

5 – Forecasting

6- Implementation and Control  

1. INTRODUCTION

COMPANY BACKGROUNG

Omar Effendi, Egypt’s largest state-owned department store with 82 outlets across the nation was founded in 1856 under the name Orosdi Back.  

When it was taken over in 1920, the new owners changed its name to Omar Effendi.

Omar Effendi continued to expand its operation as an exclusive chain of department stores for the next few decades. Following the Egyptian revolution of 1952, the company was nationalized in 1957 and Omar Effendi was 'rebranded' as the department store for the masses. 

In the 1950s and early 1960s, Egypt's new burgeoning middle classes flocked there.

At Omar Effendi, the poor quality and narrow range of domestically produced products on show, the neglect of the chain's infrastructure, and the muwazafmentality of its staff was dominant...