Egypt exports of soaps, lubricants, and waxes, to Kenya was US$22.63 Million during 2019, according to the United Nations COMTRADE database on international trade. Egypt exports of soaps witnessed a steady decline since 2017, and there is lots of potential demand in many other african nations for Egyptians soap. Last March 2020 the Ministry of Industry and Trade decided to exclude soap bars, shampoo, and tissue paper in the form of jumbo rolls "production requirements" from Resolution 187 of 2020 to stop the export of masks and protective supplies. Minister of Trade and Industry Nevein Gamea issued two decisions to stop exporting all of the surgical masks ("face masks") and the requirements to prevent infection and alcohol of all kinds and derivatives, for a period of 3 months starting from the date of publishing the decisions in the Egyptian Gazette. H.E. Mrs. Gamea said that these two decisions aim to provide the needs of the Egyptian citizen with these products, especially in light of the precautionary measures that the Egyptian government implements to protect citizens from any possible repercussions of the spread of the Corona virus. This will reflect on the domistic market and the motivation for egyptian soap producer leading the Egyptian market, which is dominated by MNC’s like P&G and others. Domistic competition and the african apititte for value for manye soap products from Egypt represents a bouble impact motivation for many Egyptian producers to seek international opportunoties. Once a market leaders handmade Nabulsi Shaheen olive oil soap factory in Alazhar area, Cairo. In the first half of the 20th century, Nabulsi Shaheen was the most famous and popular soap in Egypt. There were several popular brands of the Olive oil soap, originally made in Palestine. The most famous brand was Nabulsi Shahin. Originally named Nabusli Shaheen in the 1920s, the famous Nabulsi soap used to have a different name before the July 1952 revelotion. Its name had been Nabulsi Farouk from the Page 2 of 3 1930s to 1950s. Named after King Farouk of Egypt due to his popularity at first in the country but it was changed after the 1952 revolution. Made from pure olive oil Nabulsi Shaheen is 100% natural green soap color made of olive oil and this means that it contains no any other type of oils, also it contains glycerol. When applied it produces a noticeble dense foam compared to ordinary soap like the ones produced by multinational corporations (MNC’s) yet also very creamy and cleans skin well but gently without causing any damage and add glycerin soap increases the property wet to the skin. Nabulsi Shahin is used for hair care as a substitue for shampoo and balsam togther due to the righ natural olive oil content in addition to the softening glycerin. Lately the company have been suing e-trade platforms like amzon, jumia, alibaba, and souq.com to faciliatet there exports and is priced as a premium natural beauty product. Online reviewes and limited supply is playing a big role in creating the required brand image positioning this product as a premium quality yet afforduble all-in-one personal care solution for every houshold. Questions: 1. In light of the above mentioned in the case, please explain the international marketing strategic level of involvement, in its expansion and their market entry strategy, and provide your own critique for this strategy in the African markets. 2. In regard to the approach used by Nabulsi Shahin, market entry to the African market, please comment on their strategy in reference to international trade agreements that may benefit the company in the specified market.
Egypt exports of soaps, lubricants, and waxes, to Kenya was US$22.63 Million during 2019,
according to the United Nations COMTRADE database on international trade. Egypt exports
of soaps witnessed a steady decline since 2017, and there is lots of potential demand in many
other african nations for Egyptians soap.
Last March 2020 the Ministry of Industry and Trade decided to exclude soap bars, shampoo,
and tissue paper in the form of jumbo rolls "production requirements" from Resolution 187 of
2020 to stop the export of masks and protective supplies.
Minister of Trade and Industry Nevein Gamea issued two decisions to stop exporting all of the
surgical masks ("face masks") and the requirements to prevent infection and alcohol of all kinds
and derivatives, for a period of 3 months starting from the date of publishing the decisions in
the Egyptian Gazette.
H.E. Mrs. Gamea said that these two decisions aim to provide the needs of the Egyptian citizen
with these products, especially in light of the precautionary measures that the Egyptian
government implements to protect citizens from any possible repercussions of the spread of the
Corona virus.
This will reflect on the domistic market and the motivation for
egyptian soap producer leading the Egyptian market, which is
dominated by MNC’s like P&G and others. Domistic competition and
the african apititte for value for manye soap products from Egypt
represents a bouble impact motivation for many Egyptian producers
to seek international opportunoties.
Once a market leaders handmade Nabulsi Shaheen olive oil soap
factory in Alazhar area, Cairo.
In the first half of the 20th century, Nabulsi Shaheen was the most
famous and popular soap in Egypt. There were several popular brands
of the Olive oil soap, originally made in Palestine. The most famous
brand was Nabulsi Shahin. Originally named Nabusli Shaheen in the
1920s, the famous Nabulsi soap used to have a different name before
the July 1952 revelotion. Its name had been Nabulsi Farouk from the
Page 2 of 3
1930s to 1950s. Named after King Farouk
of Egypt due to his popularity at first in the
country but it was changed after the 1952
revolution.
Made from pure olive oil Nabulsi Shaheen
is 100% natural green soap color made of olive
oil and this means that it contains no any other
type of oils, also it contains glycerol.
When applied it produces a noticeble dense
foam compared to ordinary soap like the ones produced by multinational corporations (MNC’s)
yet also very creamy and cleans skin well but gently without causing any damage and add
glycerin soap increases the property wet to the skin.
Nabulsi Shahin is used for hair care as a substitue for shampoo and balsam togther due to the
righ natural olive oil content in addition to the softening glycerin.
Lately the company have been suing e-trade platforms like amzon, jumia, alibaba, and
souq.com to faciliatet there exports and is priced as a premium natural beauty product.
Online reviewes and limited supply is playing a big role in creating the required brand image
positioning this product as a premium quality yet afforduble all-in-one personal care solution
for every houshold.
Questions:
1. In light of the above mentioned in the case, please explain the international marketing strategic
level of involvement, in its expansion and their market entry strategy, and provide your own
critique for this strategy in the African markets.
2. In regard to the approach used by Nabulsi Shahin, market entry to the African market, please
comment on their strategy in reference to international trade agreements that may benefit the
company in the specified market.
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