EGYPT - Executive Summary With a population of close 82...

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Executive Summary With a population of close 82 million people, Egypt is one of the largest Arabic countries. Known for its ancient history and culture, over two thirds of Egypt is covered in desert, the remaining one third being lush, vegetative land along the bands of the famous Nile River. As of January 2011, the Egyptian government is shifted toward democracy. Egypt is a collectivist society with high uncertainty avoidance and a large power distance. This indicates that Egyptian government and society are skeptical about accepting change and taking risks. The population is highly rule-oriented in order to avoid uncertainty. Furthermore, Egypt is a high context culture. The famous Giza pyramids, along with the Sphinx, are Egypt’s most famous landmarks, holding great symbolism in the country. Islamic culture and symbols also play a big role in Egyptian society. With over two-dozen varieties, Mrs. Smith’s is a leading brand of frozen pies. The pies are between four and six dollars and can be found in the frozen food section of grocery stores. Advertisements in the United States are focused on tradition, which would need to be adapted in Egypt, due to the low consumption of pie in the country. In order to successfully market Mrs. Smith’s pies in Egypt, research will be conducted in order to better understand not only the target market, but also to respected and understand the Egyptian culture. This will be done through surveys and focus groups, in order to grasp a better understanding of the target’s wants and needs. Secondary research, such as scholarly journals and books, will also be used.
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While men make the major decisions in the Egyptian household, the wife still has a lot of say. The target market for Mrs. Smith’s pies are housewives in the early 30s to late 40s. Since pies are not a part of Egypt’s tradition like they are in the United States, the campaign will need to focus on flavor and ease, respecting and reflecting aspects of Egyptian culture. Ads will be made for television and radio, which are most popular in Egypt. Environmental Analysis Economic Factors Egypt’s economy was on the rise, hitting a GDP of 7% in 2008. However, due to a recession, the GDP dropped drastically to 4.7% in 2009, rising to 5.2% in 2010. Egypt’s GDP per capita Purchasing Power Parity was listed at $6,200 in 2010, ranking them at 137 th in the world. The United States’ GDP per capita Purchasing Power Parity in 2010 was $47,200, ranking them at 11 th in the world. Demographic Factors At approximately 82 million people, Egypt is one of the most heavily populated countries in Africa and the Middle East. Due to the Sahara Desert, the majority of Egypt’s population lives along the vegetative banks of the Nile River, in an area of roughly 25,000 miles. Egypt has a population growth rate of 1.96%. The urban population makes up 43.2% of the entire population, with a 2.1% annual rate of change. At 62.8% of the population, the majority of Egypt’s
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inhabitants are between the ages 15 and 64. The second largest age group is 0-14 year olds at
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EGYPT - Executive Summary With a population of close 82...

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