Juhayna Marketing Analysis

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MBA Program – 2011
Marketing Management Project

Presented to: Dr. Ingy Fikry

Presented by:

* Ahmed Hussein
* Amr ElBarkouky
* Ibrahim ElEtr
* Mohamed ElKhashab
* Mohamed Emad

Outlines

1- Executive summary ……………………………………………………… 3

2- Description of the industry
History ……………………………………………………………………. 4

3- Audit of the organization
Identifying Customer needs and wants………………………………………5 Market offering……………………………………………………………...6 Exchange and relationship………………………………………………...6 Players in the market: …………………………………………………….6 Segments and Target Markets served: …………………………………..6 Value proposition…………………………………………………………..7 Marketing management orientation………………………………………7

4- Competitor analysis
Nestlé vs Competitors……………………………………..………………..8 Ice Cream Market Overview………………..……………………………..9 Competitive Positions ……………………………………………………...10 Levels of competition ……………………………………………………..11 Customer & Competitor Orientations ……………………………………12 Swot analysis ………………………………………………………………..12

5- Organizational growth
Market Penetration…………………………………………………………14 Product Development ……………………………………………...............14 Market Development……………………………………………………….15 Diversification………………………………………………………………15

6- Market Survey
Research Objective………………………………………………………....16 Research Type………………………………………………………………16 Sampling Method …………………………………………………………..16 Data Analysis Methods …………………………………………………….16 Findings……………………………………………………………………...17

7- Recommendations…………………………………………………………...18

8- Appendices
Appendix A (Questionnaire) ………………………………………………19 Appendix B (Survey result statistics) ……………………………………...23

1.
Executive Summary

This paper is a study of the marketing strategies, techniques and orientations of JUHAYNA CO. in Egypt. We did an audit on different aspects that are critical for the organization successful execution of a market strategy and assessed the results to come up with some recommendations.

We took a judgmental sample which we thought would generally describe the opinion of the big portion of customers, we met with them personally and asked them to fill in a survey which we used as a method of data collection and then analyzed the data and came up with some observations such as

* JUHAYNA juice products gained high satisfaction regarding taste, flavor choices, availability in the market and the packaging quality verses other competitors. * JUHAYNA juices price lists comparing to other competitors in the market. * Marketing segmentation for JUHAYNA juice.

* Competitive analysis on the soft drinks market
* Competitive analysis for largest juice producers in Egypt.

After analyzing these results and reviewing some statistics along with a SWOT analysis done within the research paper we came up with some recommendations that would help the organization keep its market share and increase its profits.

2. Description of the industry

JUHAYNA was founded in 1983 with a paid-up capital of L.E. 1.296 million Egyptian pounds. JUHAYNA is a dynamic regional organization whose principal business is developing, manufacturing, and marketing dairy and fruit products that provide excellent value for its customers. The brand name JUHAYNA was carefully chosen to reflect the mission and vision of the company and its shareholders. The name JUHAYNA was taken from the well-known Arabic Saying: “JUHAYNA Has The Sure News". This saying is based on the old Arabic Legend that during wartime, a Bedouin tribe in the Arabian Peninsula by the name of JUHAYNA, used to act as an Enemy Watch Guard that provided early warning signals for tribes. JUHAYNA used to occupy leading positions in mountains and valleys watching enemies and quickly reporting back to tribes' leaders about coming threats. Hence, JUHAYNA was looked-upon as the trustworthy source of news and information due to its leadership position in the battlefield. The mechanism of being in a...
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