Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Sudan Final

2,000 views

Published on

Published in: Business, News & Politics
  • Be the first to comment

  • Be the first to like this

Sudan Final

  1. 1. Department of Management School of Business, Economics and Communication MKTG 524 Instructor: Dr. Ibrahim Hegazy Presented By: Alexander Guindy Mostafa Mazen Mohamed Ragab
  2. 2. Outline <ul><li>Country Analysis </li></ul><ul><li>Mena Company Background </li></ul><ul><li>Target Market Selection </li></ul><ul><li>Entry Mode </li></ul><ul><li>International Marketing Mix </li></ul><ul><ul><li>Product </li></ul></ul><ul><ul><li>Price </li></ul></ul><ul><ul><li>Promotion </li></ul></ul><ul><ul><li>Sales Channels </li></ul></ul><ul><li>International Marketing Budget </li></ul>
  3. 3. Country Analysis
  4. 4. Geographic Features <ul><li>Located in the North-East. </li></ul><ul><li>Borders with 9 African countries. </li></ul><ul><li>Red Sea is the only sea outlet. </li></ul><ul><li>Temperature - Varies from 45°C to 6°C. </li></ul><ul><li>Area - 2.5 million square kilometers. </li></ul><ul><li>Population - </li></ul><ul><li>Estimated to be 40 million people. </li></ul><ul><li>Terrain - Mostly flat and plain. </li></ul>
  5. 5. Social Structure <ul><li>44 % of the population less than 15 years. </li></ul><ul><li>54 % between the ages of 15 and 64 years. </li></ul><ul><li>Ethnic groups are Arabs, Nubians, Beja, </li></ul><ul><li>Fur, Dinka & Nues. </li></ul><ul><li>50% Black Africans, 40% Arabs, 6% Beja, </li></ul><ul><li>& 3–4% Other. </li></ul><ul><li>Primary language is Arabic in </li></ul><ul><li>Northern and Central Sudan. </li></ul><ul><li>English is widely spoken. </li></ul><ul><li>More than half population is Muslim. </li></ul><ul><li>Christians between 4 and 10 % </li></ul>
  6. 6. Economic Trends & Outlook <ul><li>Revenue from oil increased to 446 Billion in 2004 from 143 Billion in 2000. </li></ul><ul><li>GNP: Increasing by 6-7% </li></ul><ul><li>Government encouraging private investments. </li></ul><ul><li>Foreign investors turning their attention to opportunities. </li></ul>Year Inflation Rate 2003 2004 2005 2006 2007 2011 9.2% 7.3% 7% 7.2% 5% 3-3.5% Major Trends & Government Role Infrastructure Situation <ul><li>Sudatel Mobile revenues – </li></ul><ul><li>$240 Million in 2004 to $420 Million in 2005. </li></ul><ul><li>50,000 km of roads 5,500km of tracks. </li></ul><ul><li>New bridges – Mc Nimmir and </li></ul><ul><li>Al Dabasin. </li></ul><ul><li>The national carrier is the government- </li></ul><ul><li>owned Sudan Airways. </li></ul>Local Air Services 25 International Airlines 15
  7. 7. Political Environment Relations with Egypt Politics and Business Climate <ul><li>1990’s strained diplomatic relations. </li></ul><ul><li>2000’s rehabilitated regional relations. </li></ul><ul><li>13 cooperation agreements. </li></ul><ul><li>Expected to devise mechanisms to encourage investment. </li></ul><ul><li>Darfur is in major political turmoil. </li></ul><ul><li>Real estate sector investments in North. </li></ul><ul><li>Always be a need for housing. </li></ul>
  8. 8. <ul><li>3 TV Channels </li></ul><ul><li>Real Estate Ad Channels </li></ul><ul><li>6 Radio Channels </li></ul><ul><li>12 Newspapers </li></ul><ul><li>Free Trade Zones </li></ul><ul><li>Suakin </li></ul><ul><li>Aljaily </li></ul>Marketing Products and Services Communication Channels <ul><li>Highly restricted Sudanese </li></ul><ul><li>broadcasting state-run radio and TV </li></ul><ul><li>Satellite dishes are a common & Arab stations are popular among viewers </li></ul><ul><li>State-run national radio networks. </li></ul><ul><li>The private press enjoys a greater </li></ul><ul><li>degree of freedom </li></ul><ul><li>Low quality print magazines </li></ul><ul><li>Investment Act: </li></ul><ul><li>To encourage investment companies are exempted from taxes and duties either wholly or partly. </li></ul><ul><li>The period of exemption will be in accordance with the importance of the project to the national economy. </li></ul>Tax Regulations & Custom Duties
  9. 9. Openness to Foreign Investment Right to Private Ownership <ul><li>COMESA </li></ul><ul><li>COMES S A </li></ul><ul><li>GAFTA </li></ul><ul><li>PAFTA </li></ul>Free Trade Agreements Immature Capital Market (KSE)
  10. 10. Business Culture Business Customs <ul><li>Characteristics </li></ul><ul><li>Lose trust very easily </li></ul><ul><li>Language </li></ul><ul><li>English widely used in the business </li></ul><ul><li>Meetings </li></ul><ul><li>Punctuality is less important than </li></ul><ul><li>patience and politeness </li></ul><ul><li>Dress Code </li></ul><ul><li>Lightweight suits. </li></ul><ul><li>Greetings </li></ul><ul><li>Men: Touch the left shoulder with the </li></ul><ul><li>right hand then shake hands. </li></ul><ul><li>Women will not always shake hands with </li></ul><ul><li>men </li></ul><ul><li>Eye Contact </li></ul><ul><li>Men should avoid looking directly at </li></ul><ul><li>Sudanese women. </li></ul><ul><li>Alcohol </li></ul><ul><li>Prohibited in Sudan. </li></ul>Business Customs <ul><li>Working Hours : </li></ul><ul><li>Time Zone : + 3 hrs. GMT </li></ul><ul><li>Official working hours : </li></ul><ul><li>Summer: 07:30 am to 2:30 pm </li></ul><ul><li>Winter: 8:00 am to 3:00 pm </li></ul><ul><li>Official holidays : </li></ul><ul><li>Friday is the official weekend all over the country. </li></ul><ul><li>Sunday in the southern states. </li></ul><ul><li>Islamic Holidays </li></ul>
  11. 11. Mogran CBD Video
  12. 12. International Marketing Plan
  13. 13. Mena <ul><li>BT: One of the most robust 100 companies working in all fields and sectors in Egypt. </li></ul><ul><li>Developed and delivered 120 projects, 6500 units. </li></ul><ul><li>Projects include: Mena 1, 2 & 3, Mena 4 & Mena Garden City. </li></ul>Company Background
  14. 14. Mena <ul><li>Providing top class, distinguished cost efficient real estate products customized to the ever-changing market and economic needs </li></ul><ul><li>Diversify its portfolio and become a leading company in Egypt and the Middle East in the field of real estate development. </li></ul>Mission
  15. 15. Target Market Selection <ul><li>Contribution of the construction to GDP is increasing </li></ul><ul><li>The government plans to expand expenditure in construction </li></ul><ul><li>Many real estate specialists believe there is a large demand for A class housing </li></ul><ul><li>Currently, there is a shortage of villa compound suppliers, a new concept to the market. </li></ul>Foreign Market Demand
  16. 16. BCG Analysis <ul><li>High Market Growth </li></ul><ul><li>Low Market Share (Start Up) </li></ul><ul><li>Question Mark ‘?’ </li></ul>
  17. 17. Target Market Selection Competitors <ul><li>Awtad Al Nefedi </li></ul><ul><li>SARIA Residence </li></ul><ul><li>Araak </li></ul><ul><li>Al Baraka </li></ul><ul><li>Al Ghazal </li></ul><ul><li>Nabtah Compound </li></ul>
  18. 18. Target Market Selection <ul><li>Demographics </li></ul><ul><li>Sudanese males, age 45 to 55, married, with children, living in Arab countries. Psychographics : </li></ul><ul><li>Frequent travelers, luxurious lifestyle, drive luxury cars, read lifestyle magazines. </li></ul><ul><li>Socioeconomics : </li></ul><ul><li>Highly educated, high social class, high income . </li></ul>Target Market Profile <ul><li>Returning Sudanese Immigrants </li></ul>
  19. 19. Target Market Selection <ul><li>Demographics : </li></ul><ul><li>Europeans, Asians & Americans </li></ul><ul><li>males and females, age 25 to 45, </li></ul><ul><li>single or married. </li></ul><ul><li>Psychographics : </li></ul><ul><li>Frequent travelers, modern lifestyle. </li></ul><ul><li>Socioeconomics : </li></ul><ul><li>Highly Educated. </li></ul><ul><li>May choose rent. </li></ul><ul><li>Accommodation may be provided </li></ul><ul><li>by employer. </li></ul>Target Market Profile 2. Foreigners
  20. 20. Entry Mode Direct Investment FDI New Mena-owned company Risk Control Commitment Profit Potential Cons Pros
  21. 21. International Product Mix
  22. 22. 1. Product Features <ul><li>Residential Compound </li></ul><ul><li>Area: 41,000 m2 </li></ul><ul><li>595 villas and twin houses </li></ul><ul><li>(250 to 500 sq.m) </li></ul><ul><li>Roads and greenery </li></ul><ul><li>50% of the area. </li></ul>
  23. 23. 1. Product Utilities & Services <ul><li>Water network </li></ul><ul><li>Electricity network </li></ul><ul><li>Sewage network with </li></ul><ul><li>treatment station </li></ul><ul><li>Paved and lighted roads </li></ul><ul><li>Irrigation water network </li></ul><ul><li>Cable network </li></ul>
  24. 24. 1. Product Utilities & Services <ul><li>Telephone network </li></ul><ul><li>Gated premises </li></ul><ul><li>Professional property management company </li></ul><ul><ul><li>Maintenance </li></ul></ul><ul><ul><li>Rent Assist </li></ul></ul>
  25. 25. 1. Product Facilities <ul><li>Club </li></ul><ul><li>Gymnasium </li></ul><ul><li>Swimming Pool </li></ul><ul><li>Restaurants </li></ul><ul><li>Shopping Center </li></ul><ul><li>Mosque </li></ul>
  26. 26. 1. Product Standardization VS. Adaptation <ul><li>Sudanese Architechture </li></ul><ul><li>Family House (“Beit el Eila” ) </li></ul><ul><li>Separation between Men & Women </li></ul>
  27. 29. 1. Product Branding <ul><li>Name : “Al Yasmine” is the name of a </li></ul><ul><li>flower as it related to the greenery of Al </li></ul><ul><li>Yasmine compound. </li></ul><ul><li>Logo </li></ul><ul><li>Slogan : “Luxury by the Nile” </li></ul><ul><li>Positioning : Al Yasmine seeks to position </li></ul><ul><li>itself as a high class product for A-class </li></ul><ul><li>buyers. </li></ul>
  28. 30. 2. Price Full Cost Pricing Strategy <ul><li>Other Pricing Factors: </li></ul><ul><li>Market Factors </li></ul><ul><ul><li>Income levels </li></ul></ul><ul><ul><li>Competition </li></ul></ul><ul><li>Environmental Factors </li></ul><ul><ul><li>Foreign Exchange </li></ul></ul><ul><ul><li>Inflation Rates </li></ul></ul><ul><ul><li>Price Controls </li></ul></ul><ul><ul><li>Regulations </li></ul></ul>US$ 250,000 to US$ 450,000 About $200/m sq.
  29. 31. 3. Promotion <ul><li>Objectives </li></ul><ul><li>Get prospective buyers to meet sales representatives. </li></ul><ul><li>Measuring Effectiveness </li></ul><ul><li>Calls </li></ul><ul><li>Sales </li></ul>-> Action -> Desire -> Interest -> Awareness
  30. 32. Mango FM <ul><li>Al Sudani. </li></ul><ul><li>Sudan Vision. </li></ul><ul><li>Arab News (Saudi) </li></ul><ul><li>Khaleej Times (UAE) </li></ul><ul><li>Zahrat Al Khaleej </li></ul><ul><li>Sayedaty. </li></ul>Promotion Mix Advertising <ul><li>Television </li></ul><ul><li>Blue Nile </li></ul><ul><li>Al Aqaria </li></ul><ul><li>Sudanese Satellite Channel </li></ul><ul><li>Radio </li></ul><ul><li>Newspapers & Magazines </li></ul><ul><li>Billboards </li></ul>Way out of Khartoum International Airport
  31. 33. Promotion Mix Personal Selling Public Relations & Publicity <ul><li>Sudanese sales representatives in representative office </li></ul><ul><li>Media covered launching event </li></ul><ul><li>where celebrities and important </li></ul><ul><li>figures would be invited </li></ul><ul><li>Prepare press releases </li></ul>
  32. 34. 3. Promotion Promotion Mix <ul><li>Sponsorship : </li></ul><ul><li>Radio & TV program about real estate </li></ul><ul><li>in Sudan. </li></ul><ul><li>Internet & Online Promotions : </li></ul><ul><li>Website </li></ul><ul><li>Links on popular Sudanese websites </li></ul><ul><li>and major real estate websites. </li></ul><ul><li>Direct Marketing : </li></ul><ul><li>Giveaways Package including </li></ul><ul><li>brochure to market leaders. </li></ul>
  33. 35. 4. International Channels Agents Service Originator (Al Yasmine) Consumer Agent ------: Optional
  34. 36. International Marketing Budget <ul><li>Mix between the objective & task </li></ul><ul><li>technique and percentage of sales </li></ul><ul><li>technique </li></ul><ul><li>Budget is highest in the first year </li></ul><ul><li>Affordable method is inaccurate </li></ul><ul><li>Competitive parity cannot be used as </li></ul><ul><li>competitors may be in another stage </li></ul><ul><li>of the product life cycle. </li></ul>
  35. 37. International Marketing Budget <ul><li>Cost Components: </li></ul><ul><li>Sales Costs </li></ul><ul><ul><li>Setting up sales office </li></ul></ul><ul><ul><li>Salaries, Bonuses, Commissions </li></ul></ul><ul><li>* Promotion Costs </li></ul><ul><ul><li>Advertising Campaign Cost </li></ul></ul><ul><ul><li>E-marketing costs </li></ul></ul><ul><ul><li>Telemarketing costs </li></ul></ul><ul><ul><li>Public Relations Activities </li></ul></ul><ul><ul><li>Sales Promotion Offers </li></ul></ul><ul><li>* Administrative Costs </li></ul><ul><li>* Miscellaneous Costs </li></ul>
  36. 38. THANK YOU Questions?

×