SADAT Casual Wear Case Study

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Italy
Executive Summary
Introduction
Modern design, heritage , self-confidence, this is what we aim for in all products that have
been carefully designed to suit the authentic Egyptian man with high culture and high
taste, open to all cultures with passion. Our goal to be “Confident like the President!”
History
In light of the global competition between fashion houses and the diversity of cultures,
men have lost their compass in the world of fashion, and the lack of fitting between
the elements of size, age and design which became common practice., We create in
September 2021 our production lines which are designed specifically for you. We have
a strong sense of the authentic Egyptian culture, and we look forward to being the first
synonym for the elegance of the Egyptian man.
We manufacture all our products from Egyptian cotton 100%, with hands of trained
Egyptian workers, and international designs in the spirit of the Mediterranean culture.
Vision:
The Egyptian man is the first in history to make clothes from the linen's weave, we will be a
modern extension of the refined taste of this civilized man.
To offer the best quality with the lowest cost to our customers,
Mission
To be the leading manufacturer in Men's wear IN Egypt then to expand in Middle East through
our stores and Digital platforms.
The authentic contemporary Mediterranean inspiration is our concept in fashion design .
Our brand will be renowned for its lowest price and highest quality.
objectives
Anticipating Consumer Trends.

Attracting the public audience towards the designed fashion
Creating Clothing Designs fit to the Egyptian market
Forming Networking Connections with material suppliers
Issues
local rivals
non availability of raw material
imitability of the same models in local market
SWOT Matrix
Opportunities
Expanding the market in MENA
sign a protocol with different governmental/nongovernmental organizations to get offers for their
employee to get the product with suitable offers
using digital market platforms like amazon and Jumia

offer Personal stylist or personal shopper through online platform
Threat
lack of suppliers
Intensely competitive industry
. Impact of volatile Material/Power prices

. Prolonged pandemic impact which affected the sales
Strength
Low Price is competitive advantage
comoany has its own factory and stores
Low operation cost
High variety with respecting size and model
Weakness
Entry barrier required high capital ( machines, land, stores)
New brand name without any consumer base
targeting only males above 16 years old

Competitive Analysis
Market situation
SADAAT NAGA HOMME
Triple focusing on Polo shirt, blazer, chemise High quality chemise is the main product with
Variety based on size. age and model There is no variety in other products
CURRENT
PRODUCTS Low price Price is high comparing to other better brands
1- Polo
Strong existence on social media Weak existence on social platforms
Shirt/tennis shirt
2- Blazer
3- Chemise
Addresses the wrong social class through advertising, as
4- Tie Correct targeted audiences
buyers are from another social class
Attractive offers through the full season There is no good attractive offers
Marketing strategies
Market Segmentation
Focusing on demographics, personalities ,needs, Education and Social Class to segment the
market to reach the correct targeted audiences and potential customers.
SADAAT is targeting We are targeting an ambitious person with a rich respectable culture who
wants to be confident and wants to dress appropriately at all times, targeted class is The middle
social class, which represents more than 50% of Egyptian’s men society. targeted age is starting
from 16 and above.
Market share :
SADAAT
10%
Naga Town
Concrete
25%
homme team
10%
40%
Tie-house
15%
• Market target :
Market targeting is the process of evaluating each market segment’s
attractiveness and selecting one or more segments to enter.
SADAAT targets all segments of society, especially The classy men above 16 who are interested in the
casual and semi formal models
•Market Positioning :
The case is to spread in most places that help to reach most of the groups that target to get our
products and also considering the places where competitors spread
We want to be close to our customers,., and to satisfy their desires by our products, our aim to be the
first name that comes to their mind when they mention the words fashion or elegant clothes.
• Differentiation :
Differentiation is differentiating the market offering to create superior customer value.
The difference in SADAAT that our products are in low price high quality and matching with the
traditions of how the man be appear in real world, we are targeting the segment which is present a
high density in society
Marketing Mix
1.Product :
Al-Sadat Factory aims at 100% local employment through Egyptian workers, Egyptian raw materials
and local production, so that all products are manufactured from local production of raw
materials and by Egyptian hands .
Product Offerings
There are different products There are different products, set apart based on of Size, age and
model.
1- Polo Shirt/tennis shirt

2- Blazer
3- Chemise
4- Tie
2. Price :
Based on the company’s strategy which is depending on Egyptian raw materials and trained
Egyptian hands and based on the availability of this manpower and abundance of those
materials, the company aspires to reduce product costs to a minimum while maintaining quality
and at the same time selling at reasonable prices and to maximize the profit by improving the
market share.
3. Place :
Our plan depends on having many stores in the places that will be close to our cutomers in
Delta, Cairo, Alexandria , there is also the official platform of the company that sells on the
Internet in addition to marketing on important platforms such as Amazon.
4. Promotion :
Our promotional plan will target many places with different segments We will target universities
and there will be a special discount for students We will target companies and their head offices
and will offer discount offers to employees in coordination with companies We will offer
discounted offers to buyers through our online platform, Indirect promotional advertisements using
the clothing of actors in movies and drama, Presence in advertisements in places of important
entertainment events .
Pricing of Polo Shirt
Cost 200 EGP
Marketing 10 EGP
price 250 EGP
Pricing of chemise
Cost 250 EGP
Marketing 15 EGP
price 300 EGP

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The authentic contemporary Mediterranean inspiration is our concept in fashion design .

Anticipating Consumer Trends.

Expanding the market in MENA

using digital market platforms like amazon and Jumia

. Impact of volatile Material/Power prices

Entry barrier required high capital ( machines, land, stores)

New brand name without any consumer base

targeting only males above 16 years old

SADAAT NAGA HOMME

1- Polo Shirt/tennis shirt

Cost 200 EGP

price 250 EGP

Cost 250 EGP

price 300 EGP

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