Give me a summary on the following essay: •	Introduction – POINT 1

	El Wahy’s brief

Company Name: El Wahy Restaurant

Overview: El Wahy Restaurant is a vibrant, family-owned dining establishment known for its authentic and diverse range of Middle Eastern and Mediterranean cuisine. Specializing in traditional Egyptian cuisine, with a mild wide selection of Lebanese and Syrian dishes, El Wahy Restaurant has been consistent with its rich flavors and on-the-go service.

Locations: They’re only located in Cairo, Egypt, with 4 branches located across old Maadi, including one by the corniche, and one in Zahraa-al Maadi. 

Services:

1. In-House Dining - Visitors can experience the restaurant’s modest atmosphere while indulging in their favorite Middle Eastern and Mediterranean dishes.

2. Takeout and Delivery - Guests can conveniently place orders over the phone or through various delivery apps, such as Talabat and Elmenus, that El-Wahy is partnered with.

Core Values:

1. Authenticity - El Wahy is committed to preserving Middle Eastern and Mediterranean culinary traditions by using fresh, locally-sourced ingredients.

2. Quality - The team at El Wahy restaurant consistently maintains high quality standards across their menu offerings, service, and ensuring a satisfying dining experience for guests.

3. Family and Community - El Wahy values its connection to the community and seeks to create a familiar, comfortable dining environment.

Social Media Presence: https://www.elmenus.com/cairo/el-wahy-ynra/maadi-my4oo, https://www.whatsapp.com/catalog/201202199805/?app_absent=0, https://dlwaqty.com/restaurants/lo-h, and https://www.facebook.com/profile.php?id=100057239537925&locale=et_EE. 

Tunisia’s country profile

Country Name: Tunisia (Officially the Republic of Tunisia).

Capital: Tunis.

Location: Tunisia is a North African country located at the northernmost point of the African continent. It is bordered by Libya to the southeast, Algeria to the west and southwest, and the Mediterranean Sea to the north and east.

Area: 163,610 square kilometers (63,170 square miles)

Population: As of 2021, the estimated population of Tunisia is approximately 11.8 million.

Official Language: Arabic is the official language of Tunisia. Modern Standard Arabic is used in official communications, while Tunisian Arabic is the local spoken dialect. French is also widely spoken as a second language and used in business, education, and daily life.

Religion: The majority of the Tunisian population (approximately 99%) identifies as Muslim, primarily Sunni Islam. There are also small Christian, Jewish, and other religious minorities.

Currency: Tunisian Dinar (TND).

Government: Tunisia operates as a semi-presidential representative democratic republic. The President of Tunisia is the head of state, while the Prime Minister serves as the head of government. The legislative branch is a unicameral parliament called the Assembly of People’s Representatives.

Economy: Tunisia has a diverse economy based on agriculture, mining (particularly petroleum and phosphates), manufacturing, and tourism. Major industries include textiles, automotive parts, food processing, and electrical machinery. Tunisia’s GDP was estimated at $39.17 billion in 2020.

Climate: Tunisia has a Mediterranean climate in the north and a semi-arid climate in the south. Summers are generally hot and dry, while winters are mild and wet. The Sahara desert dominates the southern part of the country.

Major Cities: Besides the capital city of Tunis, other significant cities in Tunisia include Sfax, Sousse, Kairouan, and Bizerte.

UNESCO World Heritage Sites: Tunisia is home to eight UNESCO World Heritage Sites, including the ancient city of Carthage, the Medina of Tunis, the amphitheatre of El Jem, and the Kairouan Mosque.

Tourism: Tunisia is a popular destination for tourists, attracted by its Mediterranean beaches, natural landscapes, and rich cultural heritage. Key tourist attractions include ancient ruins such as Carthage and Dougga, the historic Medina of Tunis, and the Sahara.

Time Zone: Tunisia follows Central European Time (CET; UTC+1) and observes daylight saving time (UTC+2) from the last Sunday in March until the last Sunday in October.

•	Marketing barriers of Tunisia – POINT 2

	Politics

1. Legal and regulatory barriers: Tunisia’s legal and regulatory framework can be challenging to navigate for international businesses. The process of obtaining necessary permits, licenses, and adhering to local regulations can be time-consuming and complex.

2. Bureaucracy and administrative delays: El Wahy may face bureaucratic hurdles and lengthy delays in establishing a presence in Tunisia, including company registration, securing necessary permits, and licensing processes.

3. Political and social instability: Tunisia has faced periods of political and social unrest and instability, which can pose risks for international businesses. Moreover, security concerns in the region can impact business operations and overall investment climate.

Culture and religion

International businesses may face challenges communicating effectively and understanding local market preferences and cultural nuances. Despite having plenty of secular influences on Tunisian society, foreign businesses are expected to adhere to Islam’s dietary restrictions, considering that the majority of Tunisians are Muslim. El Wahy has an advantage in that area and should find no difficulties adhering to that.

Language

Tunisia is an Arabic-speaking country, and French is widely spoken as a second language. For El Wahy, getting used to the strong local dialect will be the most challenging.

Tariff barriers

Tunisia’s tariff barriers primarily include import duties and taxes levied on imported goods. The level of these tariffs varies depending on the type of product, with some goods facing high tariffs while others face lower or even no tariffs. Here are some notable aspects of Tunisia’s tariff barriers:

1. Tunisia is a member of the World Trade Organization (WTO) and has commitments to reduce its tariff levels over time, in line with WTO agreements.

2. Tunisia has a relatively simple tariff structure, with most imports subject to a duty rate of either 0%, 15%, or 30%.

3. Products considered essential or necessary for the functioning of the economy, such as raw materials or capital goods, generally face lower tariffs.

4. Products that compete with domestic industries, especially those deemed strategic, are subject to higher tariffs in order to provide protection for local industry. This is especially true for agricultural and food products, textiles, and footwear.

5. Tunisia has preferential trade agreements with several countries and economic blocs, including the European Union, under which it applies reduced or zero tariffs on certain products from those countries or blocs.

6. In addition to import duties, there are other taxes imposed on imports, such as the value-added tax (VAT), which varies between 7% and 19% depending on the product, and a consumption tax on certain products like tobacco, alcohol, and luxury goods.

7. Some non-tariff barriers also exist in Tunisia, including import licensing requirements, strict standards regulations, and bureaucratic procedures that can make the import process more difficult or time-consuming.

Overall, while Tunisia has been liberalizing its trade regime and reducing tariff levels in accordance with WTO agreements and bilateral trade deals, certain sectors of the economy still face significant tariff barriers in order to protect domestic industries.

Variations in exchange rates

Exchange rate fluctuations can pose challenges for international marketing efforts in Tunisia. Some of the key barriers related to exchange rate volatility include:

1. Increased costs: When the value of the Tunisian Dinar depreciates against major international currencies, it increases the cost of importing goods or services, materials, and resources needed for marketing efforts. This could lead to higher prices for consumers and reduced competitiveness in the market.

2. Uncertainty in pricing: Exchange rate fluctuations can create uncertainties in pricing for both importers and exporters. Businesses may find it difficult to set appropriate prices for their products or services due to unpredictable shifts in currency values.

3. Reduced profits: Depreciation of the Tunisian Dinar could result in lower profits for businesses that rely on international sales or imports. For example, if El Wahy’s services are priced in a foreign currency, the depreciation of the Dinar may result in lower revenue when converted back to the local currency.

4. Economic instability: Currency fluctuations can contribute to economic instability, which further creates barriers for international marketing. Businesses may be hesitant to invest in marketing efforts during uncertain economic conditions, and consumer confidence may be weakened, reducing demand for products or services.

5. Impact on tariffs and trade barriers: Exchange rate movements can impact tariffs and other trade barriers, creating additional challenges for international marketing. As the value of the Dinar changes, it may affect the balance of trade between Tunisia and its trading partners, potentially resulting in the imposition of new trade barriers or adjustments to existing ones.

6. Difficulty in budgeting and planning: Currency fluctuations make it challenging for businesses to plan and forecast marketing budgets accurately. Unforeseen changes in exchange rates can lead to unexpected costs or reduced revenues, impacting the overall marketing strategy.

To overcome these barriers, El Wahy should monitor exchange rate fluctuations closely and implement appropriate risk management strategies. Some approaches may include using financial instruments such as forward contracts or options to hedge against exchange rate risk, diversifying marketing efforts across different countries or regions, and adjusting pricing strategies based on exchange rate movements.

•	Preliminary analysis and screening: Matching company/country needs – POINT 3

	Preliminary Analysis

a. Market Attractiveness

1. Market Size: The Tunisian food and restaurant market is dominated by fast-food eateries, international chains, and local cuisine restaurants. Tunisia’s growing population and increasing number of tourists provide a substantial market for El-Wahy to establish a presence in.

2. Market Growth: Tunisia has been growing economically, with a forecasted GDP growth of 3% in 2021. For the foodservice industry, consumer expenditure on food and non-alcoholic beverages has been increasing in the last few years, indicating a positive outlook for the market.

3. Market Profitability: The growing middle class and increasing disposable income of consumers in Tunisia is likely to improve the profitability of high-quality restaurants.

b. Competitive Environment

1. Market Concentration: The majority of restaurants in Tunisia are locally operated; however, there are some international chains present as well. El-Wahy would be experiencing competition from both local businesses and international chains established in the market.

2. Market Share Stability: The local market is constantly evolving, with new establishments and dining experiences regularly entering the market. Establishing a strong market presence for El-Wahy would require delivering a unique and high-quality dining experience to attract and retain customers.

3. Competitive Advantage: El-Wahy might have an advantage as an Egyptian restaurant in Tunisia, bringing a unique flavor not yet present in the market. Combining that with a strong marketing campaign and focus on customer experience can create that competitive edge.

c. Market Entry Barriers

1. Legal and Regulatory: El-Wahy will have to comply with Tunisia’s local laws and regulations regarding food safety, labor, and licensing.

2. Cultural Differences: Although there is a common Arab culture, there are still specific cultural differences between Egypt and Tunisia, which El-Wahy will need to consider in their restaurant operation, menu selection, and marketing efforts.

Preliminary Screening

a. Political and Economic Factors

1. Political Stability: Tunisia has been experiencing political stability in recent years after undergoing a democratic transition following the 2011 revolution. This stability is positive for business development.

2. Economic Stability: Tunisia is considered an emerging market with promising growth potential in terms of economic development and is attracting foreign investments in various sectors.

b. Sociocultural Factors

1. Language: The linguistic similarity between Egypt and Tunisia, where both countries speak Arabic, is an advantage for El-Wahy in terms of marketing and communication.

2. Cultural Compatibility: The shared Arab and Mediterranean cultural context between Egypt and Tunisia offers an opportunity for El-Wahy to appeal to Tunisian customers more easily.

c. Market Environment

1. Competitive Landscape: The competitive landscape in Tunisia is a mix of local and international players. El-Wahy will face competition but with the right differentiation strategy, it can find a suitable niche.

2. Increasing Demand for New Dining Experiences: Tunisians are open to trying new cuisines and experiences, increasing the potential for Egyptian cuisine to gain popularity among the customers. El-Wahy should focus on emphasizing its unique offerings, flavors, and atmosphere to create a successful market entry.

Based on this preliminary analysis, it seems that operating El-Wahy, an Egyptian restaurant, in Tunisia can be a potentially successful venture. However, further market research and a thorough understanding of the country’s regulations and competition are crucial. Additionally, taking into account cultural compatibility and finding a unique selling proposition to differentiate from the competitors would be key in ensuring long-term success.

•	SWOT analysis (strengths, weakness, opportunities and threats) – POINT 4

	Strengths

1. Authentic Egyptian Cuisine: El-Wahy offers genuine Egyptian dishes, differentiating it from the prevalent Tunisian and Mediterranean cuisine in the market.
2. Unique ingredients and flavors: Egyptian cuisine is known for its rich flavors and diverse ingredients, attracting food enthusiasts in search of new taste experiences.
3. Cultural Connection: The cultural similarities between Egypt and Tunisia, including a shared history and language, provide El-Wahy with a solid foundation to establish rapport with the local customer base.
4. Niche Market: By focusing on Egyptian cuisine, El-Wahy can tap into a segment of the market that is underserved, giving it a competitive advantage over the more generalized restaurants that populate the market.
5. Location: Opening the restaurant in an area with a high concentration of Egyptian expats or tourists would provide a strong customer base from the outset.

Weaknesses

1. Limited Brand Recognition: As a local restaurant, El-Wahy might struggle initially to create a strong presence and establish itself in a foreign market.
2. Competition: The restaurant may face tough competition from established Tunisian, Mediterranean, and international restaurants.
3. Supplies and Ingredients: Sourcing authentic Egyptian ingredients could prove to be a challenge, possibly affecting the taste and quality of dishes.
4. Limited Menu: A specialized menu may attract a niche customer base, but could also deter those who prefer a more diverse mix of local and international dishes
5. Cultural Adaptation: El-Wahy might initially face resistance from local Tunisian customers who prefer their own cuisine.

Opportunities

1. Increasing Tourist Footfall: Tunisia has seen significant growth in tourism in recent years, providing El-Wahy with an opportunity to serve tourists seeking diverse culinary experiences.
2. Collaborations and Alliances: Tying up with Egyptian cultural events, food festivals or tour operators to promote Egyptian cuisine and culture can increase brand recognition and footfall.
3. Online Marketing & Delivery: Online promotions and delivery services can help El-Wahy reach a wider customer base and increase sales.
4. Expanding Menu Offerings: Over time, the restaurant can introduce Tunisian or Mediterranean fusion dishes, catering to a broader audience and increasing its appeal.

Threats

1. Political instability: Regional instabilities, both within Egypt or Tunisia, can affect tourism and the overall economy, impacting El-Wahy’s potential for success.
2. Economic Downturn: A negative economic environment may reduce consumer spending on dining out, impacting the restaurant’s revenue.
3. Falling Demand: A decrease in the number of Egyptian expats or tourists to Tunisia would limit El-Wahy’s target customer base.
4. Fluctuations in Currency: The variations in the exchange rate between Egypt and Tunisia can affect El-Wahy’s purchasing power and operational costs, especially if ingredients are imported.
5. High Turnover Rate: Restaurants often face a high employee turnover rate, increasing the costs for hiring and training new staff.

In conclusion, El-Wahy can leverage its strengths of authentic Egyptian cuisine and cultural connection with Tunisian customers. However, challenges like limited brand recognition and competition from diverse restaurants need to be addressed. Opportunities lie in tapping into the increasing tourist footfall and marketing collaboration, while El-Wahy must stay aware of threats such as political instability and fluctuating currency rates.

•	Competition Analysis – POINT 5

	Competitors

1. Al Mashrabya
2. Little Egypt

Competitor 1: Al Mashrabya

SWOT Analysis:

Strengths:
- Offers authentic Egyptian cuisine with a diverse menu.
- Established reputation for having a welcoming atmosphere and friendly service.
- Provides live music and entertainment on certain nights, creating a unique dining experience.

Weaknesses:
- Located in a less busy area in Tunisia, which may limit foot traffic.
- Limited marketing and social media presence, reducing its exposure to new customers.

Opportunities:
- Expanding its online presence could increase awareness and drive more customers to the restaurant.
- Partnering with local food delivery services could boost sales and improve customer convenience.

Threats:
- Competition with other restaurants offering Middle Eastern cuisine in the area.
- Economic fluctuations or political instability in the region may impact the restaurant negatively.

Competitor 2: Little Egypt

SWOT Analysis:

Strengths:
- Offers a variety of authentic Egyptian dishes at reasonable prices.
- Cozy and comfortable atmosphere, making it suitable for both families and solo diners.
- Strategic location in a busier area, attracting more potential customers.

Weaknesses:
- Smaller restaurant with limited seating capacity, reducing potential turnover.
- No live entertainment offered, which may make it less appealing to certain customer segments.

Opportunities:
- Introducing live entertainment or events could increase customer interest and attract new clientele.
- Utilizing social media and digital marketing to improve its online presence can attract a wider range of customers.

Threats:
- The presence of several other Middle Eastern restaurants nearby creates strong competition.
- Rising costs of ingredients orrent could affect the profitability of the business.

Taking Advantage of Competitors’ Weaknesses

1. Use El-Wahy’s location to its advantage by selecting a site that attracts more foot traffic while being easily accessible to tourists and locals.
2. Focus on delivering exceptionally tasty and unique Egyptian dishes at competitive prices to differentiate El-Wahy from its competitors.
3. Ensure that El-Wahy has a strong online presence by regularly updating its website and social media profiles, offering promotions and engaging customers to share their experiences.
4. Collaborate with local food delivery services to make El-Wahy’s offerings more convenient for customers, thereby increasing sales.
5. Offer live entertainment or special events that cater to different groups (families, couples, solo diners), thereby making the restaurant an attractive option for various customer segments.

•	International Segmentation and Targeting strategy – POINT 6

	Stage 1: Market Segmentation

In the first stage, El-Wahy will identify different segments within the Tunisian market. Some potential segments include:

1. Expatriate Egyptians living in Tunisia who might be seeking a taste of home.
2. Local Tunisians who enjoy trying various international cuisines, especially Middle Eastern cuisines similar to their own.
3. Tourists from Egypt as well as other countries who are interested in trying authentic Egyptian food.
4. Business clientele and local companies looking for a unique dining experience for meetings or events.

Stage 2: Market Targeting

El-Wahy should adopt a differentiated marketing strategy, in which different marketing mixes are designed for each segment. The rationale for choosing this strategy is to cater to the unique needs of each segment and provide a more personalized experience for customers, ultimately leading to higher customer satisfaction and loyalty.

Segment 1: Expatriate Egyptians
El-Wahy should target this segment by offering authentic Egyptian dishes and traditional flavors. Marketing efforts should emphasize nostalgia and the connection to Egypt. Strategies could include targeted social media and outreach through Egyptian community associations in Tunisia.

Segment 2: Local Tunisians
El-Wahy should target this segment by showcasing the diverse menu and unique Egyptian flavors. The restaurant can emphasize the use of fresh and high-quality ingredients. Marketing efforts may include local TV ads, billboards, and food events.

Segment 3: Tourists
This segment can be targeted by promoting the unique dining experience and the opportunity to try traditional Egyptian cuisine. Collaborations with tour operators and hotels in Tunisia can help in attracting tourists to the restaurant.

Segment 4: Business clientele and local companies
El-Wahy should offer both on-site and off-site services for this segment, such as private dining rooms and catering. The restaurant can tailor its menu offerings to accommodate specific business preferences and budgets. Networking events and partnerships with local business organizations can help tap into this market.

Stage 3: Market Positioning
Having chosen the segments to target, El-Wahy must create a clear and unique brand image in the minds of customers from each segment. For expatriates and tourists, the positioning should emphasize the authenticity and connection to Egypt. For local Tunisians and business clientele, the focus should be on the unique dining experience, high-quality ingredients, and excellent customer service.

In conclusion, adopting a differentiated marketing strategy will allow El-Wahy to effectively cater to the different needs of each segment within the Tunisian market, leading to increased customer satisfaction and ultimately, business success.

•	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.

•	Identify a complete profile of the target audience of your product – POINT 8

	Profile

- Age: 15-45 years old
- Gender: Both Male and Female
- Occupation: Working professionals, Students, and Tourists from Egypt or the Arab region
- Income: Middle to Upper-middle class
- Location: Tunisia (primarily in urban areas)
- Interests: Food lovers, especially those who are fond of traditional Egyptian and North African cuisine
- Preferences: Value authenticity and quality of food, prioritize taste over the presentation, open to socially connecting with others while dining
- Motivations: Seeking an authentic taste of Egyptian cuisine while in Tunisia, looking to explore the local food scene, or looking for a sense of community and connection to their home country or the Arab region.

Justification

The targeted segment is based on the need for authentic Egyptian cuisine in Tunisia. Locals, students, and working professionals who crave the taste of their home country or those who are drawn to Egyptian and North African flavors and cooking techniques form the base of this segment. This group appreciably values the authenticity and quality of food over its presentation, allowing El-Wahy’s to focus on delivering mouth-watering dishes reminiscent of Egyptian home-cooking.

Additionally, the Egyptian community, as well as tourists from Egypt or other Arab regions visiting Tunisia, are an essential part of the target group. Being away from home, these potential customers are likely to seek an environment that connects them to their roots. El-Wahy’s can cater to their nostalgia by offering not only authentic dishes but also a social space that fosters a sense of belonging.

Moreover, Tunisian nationals and tourists from other countries interested in exploring local food scenes or expanding their culinary horizons also contribute to the target audience. To attract these customers, El-Wahy’s can promote the uniqueness and richness of Egyptian flavors, emphasizing the cultural significance and history behind each dish.

Lastly, the target segment’s age range and socio-economic background support a strong affinity for regular dining-out experiences and the appreciation of diverse, quality cuisine. This segment enables El-Wahy’s to establish a loyal customer base while broadening its appeal to a wider audience.

In conclusion, the target audience for El-Wahy’s restaurant consists of those who are passionate about authentic Egyptian and North African cuisine, those who are far from their home country seeking a connection, and individuals who are curious about and open to exploring different cultural cuisines. By focusing on this segment, El-Wahy’s can address the unique needs of its customers and establish itself as the go-to spot for Egyptian gastronomy enthusiasts in Tunisia.

•	Identification of entry strategy and orientation – POINT 9

	El-Wahy’s, a local Egyptian restaurant operating in Tunisia, is adopting an entry strategy of franchising to expand its business to more locations within Tunisia and possibly to other neighboring countries in the region.

Entry strategy

Franchising Entry Strategy:

El-Wahy’s vision is to increase its geographical reach by offering franchises to local entrepreneurs and business owners, who are interested in bringing the unique taste and experience of Egyptian cuisine to their respective locations. By partnering with franchisees, the restaurant can expand rapidly without having to invest heavily in new locations, and can leverage the local knowledge and networks of the franchise partners to quickly assimilate into different regions.

The franchising strategy typically includes an upfront franchise fee and ongoing royalty payments by the franchisee to the parent company, El-Wahy’s. In return, the franchisee receives the right to use the brand name, access to proprietary recipes and menus, marketing support, and ongoing operational assistance and training from the parent company to help streamline and maintain the quality and consistency of the restaurant’s offerings.

Orientation

Geocentric orientation:

El-Wahy’s adopts a geocentric orientation towards managing its franchises, integrating elements of both polycentric (local responsive) and ethnocentric (standardization) management styles. This approach means that while the restaurant ensures that its core values, overall brand image, and signature dishes stay true to Egyptian culture, the business remains adaptive to local tastes and preferences in Tunisia and other potential markets.

For example, the menu at El-Wahy’s may offer unique items or adaptations to cater to the preferences of the Tunisian audience. This can include offering ingredients or spices that are abundant and popular in Tunisia, and considering dietary restrictions or religious beliefs within the region. The management team at the parent restaurant works closely with the franchisees to understand local market dynamics and cultural differentiators. It also provides support to the staff at each franchise with ongoing training and monitoring so they have the knowledge and skills to maintain authenticity while tailoring the experience to suit local preferences.

In summary, El-Wahy’s combines a franchising strategy with a geocentric market orientation to succeed in its expansion across Tunisia and beyond. This approach ensures that the restaurant maintains its unique Egyptian brand identity while satisfying the needs and preferences of the local clientele, leading to long-term success and sustainability in each target market.

•	Identify introduction strategy for Marketing mix (product, price, place, promotion) adaptation- customization or standardization – POINT 10

	Introduction Strategy: Adaptation-Customization

1. Product: El-Wahy’s can customize their menu offering by incorporating local Tunisian flavors and ingredients to cater to the local taste preferences. This can include offering Tunisian dishes alongside their traditional Egyptian fare, tweaking Egyptian recipes to suit Tunisian tastes, and using locally-sourced ingredients for a fresher and more authentic taste.

2. Price: El-Wahy’s should adapt their pricing strategy to suit the local market and consumer purchasing power in Tunisia. They could conduct market research to understand the local competition and customers’ willingness to pay for the type of food they offer. Offering different pricing options, such as affordable daily specials, mid-range meal options, and premium dishes, can cater to various customer segments and preferences.

3. Place: Choosing the right location is crucial for El-Wahy’s success in Tunisia. They should consider high-traffic areas, such as shopping centers, business districts, or tourist areas, to maximize footfall and attract potential customers. Additionally, partnering with local food delivery services can help to reach a broader audience and cater to the increasing demand for convenient food delivery options.

4. Promotion: El-Wahy’s can customize their promotional strategy by using local media channels and advertising platforms that are popular in Tunisia, such as newspapers, TV, radio, and social media. Collaborating with local influencers or food bloggers to create awareness and generate buzz around the restaurant’s opening can help drive interest and potential customers. Offering special promotions, such as grand opening discounts, meal deals, or loyalty programs, can encourage trial and repeat visits from local consumers.

Overall, El-Wahy’s introduction strategy should focus on adapting and customizing its marketing mix to appeal to Tunisian customers, blending the best of Egyptian cuisine with local preferences, pricing, location, and promotional strategies.