Juhayna Marketing Analysis

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