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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...