1. Marketing and Research
Freelancer
Mohamed Ammar

2. Professional History
10 years

3. Future perspective
My Self Khater Group

4. Industrial Companies Reached
Small Medium Large
Industry Industry Industry
Automobiles
Beauty & Ceramic and spare
Personal Care Industry parts
components
Optics Consumer Luxury Goods
Electronics and Jewelry

5. Companies At a glance

6. Achievements and Glories
• Planning, design and implementing the Research strategies
• Construct the data collection Methodologies and Tools.
• Design the quantitative& qualitative data collection methods. (e.g.;
store check, depth interviews, surveys, opinion polls, or questionnaires)
• Analyzing quantitative & qualitative data.
• Make tabular formats, fact sheets, graphs and reports on each of the
research results in order to summarize them
• Gather data on competitors and analyze their prices, sales, and method
of marketing and distribution.
• Prepare marketing research reports

7. Success Experience
Baraka & Bareeq Story Tips:
• Market share increased deeply and reached
39.5%.
• Barka group expands their product brands
and established 3 major initial retailer shops
( C&CO – Barka – Bareeq).
• They increased their volume by 25% in the
Egyptian market.
• They made a commitments to reach
customers diversity (low-medium – high
classes) to make them satisfied in buying
initial brands from their stores.
• In the past Barka was reaching 33.65 %of
the market share comparing with its
competitors Magraby optics that has 41%

8. Export Market Strategy Confidential
Al Quds corporation for plastic was
established in 2002 in Al Sadat city
aiming to produce and manufacture
agriculture film which includes
greenhouses covering rolls, grapes
covering, agriculture tunnels,
agriculture mulch, banana
perspective bags and seedling bags.
The company also produces bags,
packaging rolls, shrink packaging rolls
and shopping bags either plain or
printed available up to six colors.
http://alqudsplastic.com/index.html

9. Confidential
Memorandum of Understanding

10. Research Objective Confidential
Build a research based market entry strategy for the most potential
& attractive markets by well defining the best market entry
mode take in consideration the current market size, future
growth, competition and the market entry requirements

11. Export Planning Model Confidential
Company's Export
Readiness
Formulating the Understanding the
market entry product competitive
strategy SWOT advantage
Researching the
Selected target Identify the high
markets potential markets

12. Market Research Methodology

13. Store check Approach
1.To identify as many brands (with their national brand owners/producer) as possible in each category;
2.To cross check brand presence against the previous year’s shares information;
3.To collate 100% accurate brand and national brand owner/distributor names. Brand names should be
as detailed as possible;
4.To provide details on pack price, size and type for each brand listed;
5.To give an indication of brand prominence in terms of major, secondary and minor brands within each
subcategory and by outlet;
6.To provide qualitative commentary on each subcategory;
7.To provide additional detail on products, such as product format, flavours, ingredients/composition
and market positioning;
8.To give insight into the prevalence of products with a Health & Wellness positioning relative to
standard products, as well as describing key Health & Wellness properties

14. Market Research Industries
• Refrigeration • B2B interview • Bakery
• Home Laundry • B2C interview • Ice cream
• Large Cooking • Oils and Fats
• Food • Snack Bars
Preparation • Spreads
• Small Cooking
Home Appliance
Food, Beverage
• Small Kitchen
• Vacuum
Cleaners
• Personal Care
Bakery
• Heating
• Air Treatment

15. Channel coverage for Euromonitor
CHANNEL TYPE EXAMPLE STORE
• Hypermarkets Carrefour, spynies, etc.
• Supermarkets Awlad ragab, Mahmal, Soudi
• Discounters
• Department stores B-Tech, Al Ogel,
• Variety stores Independent Retailer,
• Mass merchandisers Target, Kmart
• Chemists/pharmacies El Azaby, Sief
• Parapharmacies/drugstores
• Perfumeries CHI, Sephora, Douglas
• Other health and beauty retailers
• Furniture and furnishings stores IKEA, Conforama
• DIY and hardware stores B&Q, Home Depot
• Kitchen specialists multiples Magnet
• Kitchen specialist’s independents
• Electrical goods multiples Comet, Darty, MediaMarkt
• Electrical goods independents
• Construction Barratt Holmes, ACS, Don-Stroy
• Builders merchants Jewson, Elliotts, Big Mat
• Other non-grocery retailers
• Homeshopping Littlewoods, KarstadtQuelle,
• Internet retailing Comet, Tesco, Amazon
• Direct selling
• Other grocery retailers
• Convenience stores •Forecourt retailers
• Independent small grocers •Outdoor markets
• Other types of food specialists •Non-grocery retailers
• Internet retailing

16. Methodology Overview
Input-output methodology determines the size
of the industry inputs such as ingredients and
packaging. It then validates this against industry
outputs, primarily producer sales volumes. The
core information is obtained via face-to-face
interviews with industry suppliers,
manufacturers and brand owners.

17. The Packaging and Ingredients
intelligence centers
Achieved by: Achieved by:
• Utilizing our in-house expertise and In-depth analysis of ingredient
comprehensive market data profiles and ingrédient applications
• Extensive research of government and
trade data
• In-store fieldwork Structured, in-
depth industry interviews

18. Triangulation of research and analysis
creates a consensus view
This approach means you can track and quantify the “consumer
story” from behaviors through to consumptions “sample”

19. 1. Develop my analytical research.
I will need to make quite a few decisions about my business including searching,
marketing strategies and finances of sport industry before I join khater Group. By
having the right information to hand my self also can be more accurate in my forecasts
and analysis.
2. Determine who I am working for.
Does it have more than one purpose? Will it be useful to satisfy my professional
growth? Deciding the extent of security specially financially, and find out what are
they interested in.
3. Get some help.
If I am not confident in completing the work myself, I can enlist the help of a
professional (i.e. khater’s manager, expertise friends, business adviser) to look through
my work and provide me with advice.
4. Study. Study. Study.
My marketing career is there to make a good impression to my professional growth.
Errors will only detract from my professional image. So studying, researching and
developing will solidity my work experience .

21. Balanced Scorecard Basics
The Basic Components of a Balanced Scorecard are: Objectives, Measures,
Targets and Initiatives
Operating Efficiency Objective Measure Target Initiative
Financial What the How The level of Processes and
strategy is performance performance or programs
Profits and
trying to against the rate of required to reach
RONA
achieve objective is improvement the target
Plane monitored needed
Utilisation
Customer
Attract & Retain
More Customers
Lowest
prices
Internal
Fast ground Fast ground On Ground Time 90% progressed Turnaround Cycle
turnaround turnaround On-Time Departure Time Optimization
Learning
Ground crew
alignment