SAKR

SAKR



SAKR

Task 1

(a) Executive summary need to be around 500 words including organisational structure

Twist Juice, manufactured by the SAKR Group Ltd in Alexandria's free zone, is a line of nectar-based juice beverages having six flavors in this particular product line, and all contain vitamin C. Though the product is a quality one, it hasn't sold so well in Egypt, partly because of the competition and partly because there is little market awareness about the product. Furthermore, in a market like Egypt, which has relatively low alcohol consumption, the drink should do quite well. However, local companies and foreign companies coming into Egypt thanks to a reduction in tariffs are making a competitive market for the drink. (Paliwoda 2008) To do this, a Marketing Mix analysis would focus on the product make-up and packaging, a relatively low price (and price discounts) to encourage the market to buy, distribution through outlets frequented by younger buyers, such as coffee houses and a promotion plan that helps generate word of mouth for the juices.

(b) Situational Analysis needs to be summarised in words in one page

Sakr Group products are of high quality, something Egyptians like to see. The Twist Juice is a product fortified with vitamin C and, in some cases, calcium. As mentioned before, Twist Juice has a definite advantage in that it offers its tasty product (one that can help replace electrolytes on a very hot day) in a remarkably strong product. It already ships and distributes various juice products throughout the region including bottled juices. This provides a great market for the makers of Twist Juice; (Paul 1997) and also provides a fairly strong basis on which to promote the product to its target market.

Though fruit juices are somewhat low on the Egyptian consumer's radar (it seems as though soft drinks are the first choice of the thirsty Egyptian), sales from these products are anticipated to increase by 23.2% to $618.5 million by 2013 (Egypt Food & Drink Report, 2009). Given this information and trends, we can see how the fruit juice industry is well-placed to benefit from consumer rising incomes, especially as more and more players in the soft drink market mean more segmentation of that market. This means more market and brand share could go to the very well-placed juice and water distributor. (Kotler 2008)

The former means that Egypt is becoming a very fast-moving consumer goods market in the Middle East. One response to some anti-American sentiment in Egypt is the eschewing of soft drink products such as Coca-Cola and Pepsi Cola. Depending on how well Twist Juice's manufacturer/distributor markets the product, this could help take over the customers who once queued up to drink fizzy carbonated beverages.

In addition to Juhayna, the manufacturer is up against the carbonated beverage industry. This means there is less restriction on products from foreign markets. This especially hard in such a "stickler" oriented market as Egypt. Switching brands (and drinks) doesn't cost much for the buyer, though brand loyalty, as mentioned before, is ...