Give me a summary for the following essay: •	Situation analysis – POINT 7

	Cultural Analysis

Tunisia, situated in North Africa, has a diverse culture that is a blend of Islamic, European, and indigenous influences. The dominant religion is Islam, which shapes the country’s traditions, customs, and dietary habits. Tunisians are known for their hospitality and love for food. The Tunisian cuisine has a history of culinary influences from various civilizations like the French, Italian, and Middle Eastern. Tunisians use a lot of fresh ingredients and spices in their meals. Therefore, for an Egyptian restaurant like El-Wahy to operate successfully in Tunisia, it needs to adapt to the local preferences and tastes, while showcasing its unique Egyptian culinary identity. Inclusion of local Tunisian dishes and ingredients could appeal to the public and help integrate the brand into the Tunisian food culture.

Legal and Political Environment

Tunisia has undergone significant economic and political changes since the 2011 revolution. The country has made a transition to a more democratic system with the establishment of a new constitution in 2014. Tunisia is part of various international trade organizations to boost its economy and growth. It is essential for El-Wahy to understand the legal requirements and regulations related to opening and operating a restaurant in Tunisia, such as licenses, permits, and food safety standards. Ensuring compliance with employment laws and local labor regulations is also vital.

Six Marketing Barriers

1. Competition:
The food industry in Tunisia is competitive with numerous local and international restaurants present in the country. El-Wahy needs to stand out by offering unique Egyptian dishes, high-quality food, and excellent customer service to penetrate the market successfully.

2. Consumer Preferences and Dietary restrictions:
Tunisians have distinct food preferences and dietary habits influenced by their culture and religion. It is crucial for El-Wahy to offer a menu that caters to these tastes while maintaining its Egyptian authenticity.

3. Language Barrier:
French and Arabic are the primary languages spoken in Tunisia. Hence, El-Wahy must ensure its marketing materials, menu, and staff communication are bilingual to avoid potential misunderstandings and cater to the local customer base.

4. Hiring and Training Staff:
Finding skilled and experienced staff in the culinary and hospitality sectors can be challenging. El-Wahy should invest in hiring and training local staff to ensure a high level of customer service, while also contributing to the local community.

5. Supply Chain Management:
Sourcing the ingredients and raw materials required for Egyptian dishes could be a potential barrier for El-Wahy in Tunisia. It is essential to establish strong relationships with local suppliers and ensure a consistent supply of quality ingredients.

6. Awareness and Promotion:
For a local Egyptian restaurant like El-Wahy, creating awareness of its brand and offerings among the Tunisian population is essential. Utilizing targeted marketing campaigns, social media, and events showcasing Egyptian food culture can help in overcoming this barrier.

International Marketing Objectives

1. Brand Adaptation and Expansion:
Adapt El-Wahy’s brand identity, menu, and offerings to cater to Tunisian tastes while maintaining its Egyptian roots. Expand the restaurant’s presence in Tunisia through strategic location selection and partnerships.

2. Localization and Integration:
Integrate El-Wahy into the Tunisian community by hiring local staff, sourcing local ingredients, and offering Tunisian dishes alongside authentic Egyptian cuisine. Support local businesses and form partnerships with Tunisian suppliers.

3. Cultural Sensitivity:
Ensure marketing and promotional activities respect Tunisian culture, customs, and religious beliefs. Use bilingual communication materials and adopt appropriate marketing and branding strategies.

4. Quality and Consistency:
Maintain high standards for food quality, hygiene, and customer service to create a memorable dining experience that encourages repeat customers and positive word-of-mouth marketing.

5. Market Penetration and Visibility:
Utilize targeted marketing campaigns, social media, local partnerships, and events to increase brand awareness and promote the unique culinary offerings of El-Wahy.

6. Sustainability and Social Responsibility:
Adopt sustainable and socially responsible practices, such as reducing energy consumption and food waste, and contributing to local community projects, to create a positive brand image and foster goodwill within the Tunisian community.