Juhayna Consumer Behavior
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MKT 302
Final Project
Full Cream Milk
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Hisham Hamed El-Emshaty – 090573
Salma Hatem Hussein Sary – 100311
Wafaa Talaat El- Hadidi – 101987
Zeina Tarek El-Leithy – 100315
Submitted to: Dr. Alaa Tarek
I. Executive Summary
In this paper we are illustrating the consumer’s behavior towards Juhayna Full Cream Milk. The paper includes the SWOT analysis of the product, the segmentation the company uses, the values in Egypt that affect the purchase of the product, the reference group influence on the Full Cream Milk, how customers perceive the product, and all other aspects whether situational or social and related to the product directly or indirectly that affects the consumer when buying the product.
II. Introduction
a. Company Background:
Juhayna is an Egyptian company that produces milk and fruit products, 75% of the investors in Juhayna are Egyptians and the other 25% are Saudi Nationals. The company began in 1983, but the actual production started in 1987 by 35 tons per day.
This organization produces a product mix, which includes Milk, Yoghurt, and Juice in many different flavors. In 1988, the company launched flavored Milk; these flavors included strawberry, banana, and chocolate. In 1990, the company launched a new milk brand called Rayeb ®. The product mix of the company increased its production to 120 tons per day in 1991. In 1988, the Company started the exporting of its products to European, US and Arab Gulf markets. (El-Saadani, 2005).
Juhayna has a market share of 65 percent in the Egyptian market of dairy products. The company is considered the leader due the percentage in the market share. (Fayed, 2010).
b. Industry Background in Egypt:
The category size of the milk industry in Egypt is 184,000 tons per month. The category growth of the milk industry in Egypt increases at a decreasing rate because it is considered in the
MKT 302
Final Project
Full Cream Milk
[pic]
Hisham Hamed El-Emshaty – 090573
Salma Hatem Hussein Sary – 100311
Wafaa Talaat El- Hadidi – 101987
Zeina Tarek El-Leithy – 100315
Submitted to: Dr. Alaa Tarek
I. Executive Summary
In this paper we are illustrating the consumer’s behavior towards Juhayna Full Cream Milk. The paper includes the SWOT analysis of the product, the segmentation the company uses, the values in Egypt that affect the purchase of the product, the reference group influence on the Full Cream Milk, how customers perceive the product, and all other aspects whether situational or social and related to the product directly or indirectly that affects the consumer when buying the product.
II. Introduction
a. Company Background:
Juhayna is an Egyptian company that produces milk and fruit products, 75% of the investors in Juhayna are Egyptians and the other 25% are Saudi Nationals. The company began in 1983, but the actual production started in 1987 by 35 tons per day.
This organization produces a product mix, which includes Milk, Yoghurt, and Juice in many different flavors. In 1988, the company launched flavored Milk; these flavors included strawberry, banana, and chocolate. In 1990, the company launched a new milk brand called Rayeb ®. The product mix of the company increased its production to 120 tons per day in 1991. In 1988, the Company started the exporting of its products to European, US and Arab Gulf markets. (El-Saadani, 2005).
Juhayna has a market share of 65 percent in the Egyptian market of dairy products. The company is considered the leader due the percentage in the market share. (Fayed, 2010).
b. Industry Background in Egypt:
The category size of the milk industry in Egypt is 184,000 tons per month. The category growth of the milk industry in Egypt increases at a decreasing rate because it is considered in the