The Marketing Audit Approach

As a newly privatized company, AABC must raise its performance standards and position itself for sustainable growth. Waste and scrap must be reduced, and operational efficiencies must be realized. For example, the company must strive to reduce its production scrap percentage which was 14 percent for lost liquids in the year 1996.

Senior management at AABC is concerned about the possibility of international companies starting local production facilities to manufacture alcoholic beer in Egypt the near future to compete directly with AABC. Senior management and the Board of Directors of AABC are confident that AABC will survive and thrive even in the face of competition. However, AABC is faced with challenges it has never faced before. For example, following privatization the AABC management team is faced with a number of options and choices relating to which business strategy or

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investment in Egypt and kept annual GDP growth in the range of 2 percent to 3 percent. In 2004, Egypt implemented several measures to boost foreign direct investment including customs reforms, proposed income and corporate tax reforms, reduced energy subsidies, and the continuing privatization of government owned businesses and industries. The cultural attitude toward business in Egypt is that privatization of government owned businesses is the path toward economic stability and growth. Additional steps that are being contemplated include finding ways for Egypt to become a more active participant in the global economy. These adjustments result from acceptance of the idea the market mechanism, including the interaction of supply and demand, results in a more effective business model than one that is centrally planned or Egypt's previously mixed economy which included elements of the free market with various forms of government intervention. Competition: At the time this case study was written, competition was not a significant factor for AABC because of the tariffs applied to beers being imported into Egypt. As a result of its status as a protected government monopoly, sales at AABC prior to privatization grew from 115 million
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Approximate Word count = 2250
Approximate Pages = 9 (250 words per page)