MENA Purposeful Market - Product Strategy for 2014


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Based on six weeks of market research by Yehya Al-Mandarawy from Egypt, these are proposed market - product strategies for entities in MENA to implement to raise TNs that will develop leadership and positively impact society

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MENA Purposeful Market - Product Strategy for 2014

  1. 1. Incoming GIP Market Research Global support team output
  2. 2. what was my market research process? Phase 1: Initial Research - Researching & then Defining Economical Focuses and Gaps in Different Countries. - Reviewing UN,GCC, Zawya, Stock market Reports & the World Bank Reports. - GTK the Market Trends happening in the Region. Phase 2: Validating the Research - Alumni Calls and Meetings. - Calls and Meetings with AIESEC Egypt Corporate Partners. (Managing Operations for the Whole Region from Egypt) - Validating Research through Calls with Regional MCVPs. Phase 3: Finalizing the Research - Identifying 3 Industries According to: Economical Focuses/Gaps, AIESEC Relevance, Market Competitiveness. - Highlighting the main Talent Needs within Each Market - Defining the Sub-products to be pitched in this markets with Main Value propositions. - Identifying Strategies of Companies in this Markets.
  3. 3. What purposeful GIP strategies am I recommending? • Enabling Incubators and Start ups through providing them with the Talent Needed to grow. • Education Enrichment through introducing a new mindset and different Approach of Education gained from our GIP. • Bringing back the Tourism Market (one of the biggest economical Resources in the MENA Region) on Track.
  4. 4. Market product strategy 1 Enabling Incubators/Start ups 1) IT Talents  Most of the Startups happening in the market are related to information Technology in a way or another. 2) Marketing Talents  Any organization at such an early stage would mostly likely to voice out and reach as many people as possible with their products and initially with their existence. 3) Economics Talents (Incubators)  These Organizations needs a lot of support in the following areas Market Research, Market understanding & Market Evaluation, Which requires Economics Background. General Note: That’s a governmental / Economical focus for most of the MENA Countries now, They Realized that one of the Main Channels to create jobs and Solve unemployment is generating more Strong and Healthy SMEs. Currently SMEs Create more than 60% of the Jobs in Egypt, Tunisia, Morocco, Jordan & Algeria
  5. 5. What is the evidence for this strategy? • A discussion with one of AIESEC Egypt Alumni (Nahdet El Mahrousa), one of the biggest Start ups incubators in Egypt. (Incubates 26 Projects every 6 months) • Its one of the Main Channels to create jobs and Solve unemployment, through enabling a stable growth for this Startups to reach the stage of SMEs. • A lot of Incubators/investors are coming in place, huge Corporate Companies are supporting/buying such Entrepreneurial Projects at the Latest Stages of the Start up Development.( Ex: Vodafone, Etisalat…etc.) • Most of the Startups in the region come up with the purpose of changing and improving something in the society (Societal impact & Purpose), also such opportunities will definitely develop Leadership in our EPs and provide them with very strong outer journey. • This Market has never been explored before by the Region, however a lot of indicators are showing a huge potential and relevance in this market.
  6. 6. What entities would you recommend implementing this strategy? • Tunisia. • Morocco. • Jordan. • Egypt.
  7. 7. What training should members receive to sell this effectively? • Clear Understanding of the Sub-products to be pitched in this market. • Start Ups Market Understanding within the Country. • Start Ups and Incubators have their own network within every country, hence Educating Members on how to get referrals and reach different start ups depending on this Network. • Different Strategies for these start ups to grow. • Understanding the core of the Start Ups Business (Ex: IT, Digital Marketing)
  8. 8. In implementing this strategy, what should entities be careful of? • The Financial and Health state of the Start up, Their Capability to invest, Maturity in HR. • Communicating very Clearly the Value Propositions and ROIs, company at such state would think couple of times before investing. • Making sure to Build up on your successes within this Market, the Network of Start Ups is usually very attached in different Countries.
  9. 9. Market product strategy 2 Education Enrichment • Teaching Teaching a Certain Language is one of the highly demanded Services in the Educational Sector, its one of the main channels to bridge the gap between the MENA Countries and the rest of the world. • HR / Phycology helping in training and guiding teachers through the best educational Environment, mentoring teachers and parents on the best way to carry on a child/student Education.
  10. 10. What is the evidence for this strategy? What did your market research reveal, from a purpose and feasibility perspective • This Sub-Product has proven to be one of the most demanded and successful sub-products driven by the Region, AIESEC Egypt is Ranked as the 8th top Supplier of Educational TNs, Along the Past Years Educational Sub-product has been the strongest as well. • Studies and Reports has shown that Education is one of the main pillars for any countries’ growth, Meanwhile it’s the weakest pillar in the MENA Countries. • Currently the Governments are trying to adapt Different Educational Systems that are more relevant to the modern world and technological Evolution.
  11. 11. What entities would you recommend implementing this strategy? • Egypt. • Tunisia. • Morocco. • Jordan.
  12. 12. What training should members receive to sell this effectively? • Understanding the Education Pool of Supply (Profile, Countries & Duration) • Knowing the Most Demanded Languages and Educational Subjects in this market, Gaps in terms of Teacher’s Profile in This Market. • The most common channels of Delivering this sub-products (Matching Channels, Groups, Partnerships with Educational EPs Providers)
  13. 13. In implementing this strategy, what should entities be careful of? • Specific Packages to overcome Internship Duration Bottleneck or build up international Relations for Supply of long duration internships. • Do not promise Native Speakers for a certain Language to ensure the Delivery. • Make sure that the JD is not only about teaching a certain Language, to enhance the EP Experience and ensure the Impact we are delivering on the Education systems.
  14. 14. Market product strategy 2 Bringing the Tourism Market back on Track • Marketing / Sales  Promoting & Selling Different inbound Packages, Understanding the Key Cultural & Mindset challenges that will enable the company to expand its pool of clients in different markets. Also these people can play an important role in branding their countries and developing outbound packages and sell it to the internal market. • Information Technology  Supporting Tourism companies with IT Talents Creating / Managing online Platforms that make the process of travelling and booking through companies Easier and more accessible to the market.
  15. 15. What is the evidence for this strategy? • The Tourism Market is one of the Main Economical Pillars in the Region, Specifically for North African Countries. These Countries have been struggling lately to bring this market back to grow. • World bank Panelists discussed the need for governments to liberalize the sector, allowing smaller entrants to come into the market and offer products to a broader and more diverse set of clients. • This market is huge and diverse in terms of number of companies and segments as well, however all the segments are struggling and facing the same Challenges since all of them are pretty connected. • Most of the Governments / Economies in the Region are focusing to bring this market back to life, since it used to hold a lot of job opportunities and its one of the main sources of income to the country. • This Market has been the 2nd most contributor to AIESEC Egypt TNs right before January Revolution.
  16. 16. What entities would you recommend implementing this strategy? • All the Region Countries can drive this strategy down.
  17. 17. What training should members receive to sell this effectively? • Main Strategies for the tourism Companies to Grow. • Clear Understanding of the Sub-products that should be pitched in this market. • Market Trends and Governmental channels to bring this market back on track. • Understanding which countries are the most contributors to inbound Tourism in their countries (Ex: Russia is the most contributor to the Egyptian Tourism. • Highlighting the Newly introduced Pool of clients in the Tourism Market.
  18. 18. In implementing this strategy, what should entities be careful of? • This Market has been struggling lately due to the international Reputation, Hence Very clear ROIs and Value Propositions need to be highlighted. • Its important to support Tourism Companies with their current pool of clients, but diversification is critical at this point of time for this companies to be able to maintain their previous growth. • Special Financial Packages need to be created for these companies, That’s AIESEC contribution to the Country and one of its main sources of income.