Sawn softwood in Egypt ? a market study

This market study was written on behalf of Uni4 Marketing (U4M) and investigates the Egyptian softwood market. The objective was to identify what characterises a good softwood supplier according to Egyptian importers. In addition to this U4M?s competitiveness compared to their competitors was evaluated. The study also identified possible sources of competitive advantage possessed by U4M. An additional literature study was performed, aiming to increase the general knowledge about the Egyptian market. The data collection was done by means of face-to-face interviews with seven softwood importers in Alexandria, Egypt. A questionnaire was also developed to collect numerical data about the importance of the investigated supplier characteristics as well as data about U4M?s performance. The findings show that the Egyptian demand has become more diverse and that it is important for the importers to be provided with products of varying qualities. Egypt can therefore no longer be regarded as a market that only demands softwood products of the lowest qualities. A personal relationship to the supplier, the supplier being large and that it is easy to contact the supplier is important criteria, characterising a good supplier. In addition to this the importers regard physical product characteristics, such as absence of knots and twist as important. The variety amongst the criteria characterising a good supplier shows that Egypt is a complex market to serve. U4M are perceived as one of the best performing suppliers in Egypt. Their main strength lies in being easy to contact. U4M?s structure of ownership, their sales office Unirets and their long presence in the Egyptian market were identified as sources of competitive advantage.

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