Based on six weeks of market research by Yehya Al-Mandarawy from Egypt, these are proposed market - product strategies for entities in MENA to implement to raise TNs that will develop leadership and positively impact society

1. Incoming GIP
Market Research
Global support
team output

2. what was my market
research process?
Phase 1: Initial Research
- Researching & then Defining Economical Focuses and Gaps in Different Countries.
- Reviewing UN,GCC, Zawya, Stock market Reports & the World Bank Reports.
- GTK the Market Trends happening in the Region.
Phase 2: Validating the Research
- Alumni Calls and Meetings.
- Calls and Meetings with AIESEC Egypt Corporate Partners. (Managing Operations for the Whole
Region from Egypt)
- Validating Research through Calls with Regional MCVPs.
Phase 3: Finalizing the Research
- Identifying 3 Industries According to: Economical Focuses/Gaps, AIESEC Relevance, Market
Competitiveness.
- Highlighting the main Talent Needs within Each Market
- Defining the Sub-products to be pitched in this markets with Main Value propositions.
- Identifying Strategies of Companies in this Markets.

3. What purposeful GIP strategies am I
recommending?
• Enabling Incubators and Start ups through providing them
with the Talent Needed to grow.
• Education Enrichment through introducing a new mindset
and different Approach of Education gained from our GIP.
• Bringing back the Tourism Market (one of the biggest
economical Resources in the MENA Region) on Track.

4. Market product strategy 1
Enabling Incubators/Start ups
1) IT Talents  Most of the Startups happening in the market are related to information
Technology in a way or another.
2) Marketing Talents  Any organization at such an early stage would mostly likely to voice
out and reach as many people as possible with their products and initially with their existence.
3) Economics Talents (Incubators)  These Organizations needs a lot of support in the
following areas Market Research, Market understanding & Market Evaluation, Which
requires Economics Background.
General Note:
That’s a governmental / Economical focus for most of the MENA Countries now, They Realized that one of the Main
Channels to create jobs and Solve unemployment is generating more Strong and Healthy SMEs. Currently SMEs Create
more than 60% of the Jobs in Egypt, Tunisia, Morocco, Jordan & Algeria

5. What is the evidence for this
strategy?
• A discussion with one of AIESEC Egypt Alumni (Nahdet El Mahrousa),
one of the biggest Start ups incubators in Egypt. (Incubates 26
Projects every 6 months)
• Its one of the Main Channels to create jobs and Solve unemployment,
through enabling a stable growth for this Startups to reach the stage
of SMEs.
• A lot of Incubators/investors are coming in place, huge Corporate
Companies are supporting/buying such Entrepreneurial Projects at
the Latest Stages of the Start up Development.( Ex: Vodafone,
Etisalat…etc.)
• Most of the Startups in the region come up with the purpose of
changing and improving something in the society (Societal impact &
Purpose), also such opportunities will definitely develop Leadership
in our EPs and provide them with very strong outer journey.
• This Market has never been explored before by the Region, however
a lot of indicators are showing a huge potential and relevance in this
market.

6. What entities would you recommend
implementing this strategy?
• Tunisia.
• Morocco.
• Jordan.
• Egypt.

7. What training should members receive to sell this
effectively?
• Clear Understanding of the Sub-products to be pitched in this
market.
• Start Ups Market Understanding within the Country.
• Start Ups and Incubators have their own network within every
country, hence Educating Members on how to get referrals and
reach different start ups depending on this Network.
• Different Strategies for these start ups to grow.
• Understanding the core of the Start Ups Business (Ex: IT, Digital
Marketing)

8. In implementing this strategy, what should entities
be careful of?
• The Financial and Health state of the Start up, Their Capability to
invest, Maturity in HR.
• Communicating very Clearly the Value Propositions and ROIs,
company at such state would think couple of times before
investing.
• Making sure to Build up on your successes within this Market, the
Network of Start Ups is usually very attached in different
Countries.

9. Market product strategy 2
Education Enrichment
• Teaching Teaching a Certain Language is one of
the highly demanded Services in the Educational
Sector, its one of the main channels to bridge the
gap between the MENA Countries and the rest of the
world.
• HR / Phycology helping in training and guiding
teachers through the best educational Environment,
mentoring teachers and parents on the best way to
carry on a child/student Education.

10. What is the evidence for this strategy?
What did your market research reveal, from a purpose and
feasibility perspective
• This Sub-Product has proven to be one of the most demanded
and successful sub-products driven by the Region, AIESEC Egypt
is Ranked as the 8th top Supplier of Educational TNs, Along the
Past Years Educational Sub-product has been the strongest as
well.
• Studies and Reports has shown that Education is one of the
main pillars for any countries’ growth, Meanwhile it’s the
weakest pillar in the MENA Countries.
• Currently the Governments are trying to adapt Different
Educational Systems that are more relevant to the modern
world and technological Evolution.

11. What entities would you recommend
implementing this strategy?
• Egypt.
• Tunisia.
• Morocco.
• Jordan.

12. What training should members receive to sell this
effectively?
• Understanding the Education Pool of Supply (Profile, Countries &
Duration)
• Knowing the Most Demanded Languages and Educational Subjects
in this market, Gaps in terms of Teacher’s Profile in This Market.
• The most common channels of Delivering this sub-products
(Matching Channels, Groups, Partnerships with Educational EPs
Providers)

13. In implementing this strategy, what should entities
be careful of?
• Specific Packages to overcome Internship Duration Bottleneck or
build up international Relations for Supply of long duration
internships.
• Do not promise Native Speakers for a certain Language to ensure
the Delivery.
• Make sure that the JD is not only about teaching a certain
Language, to enhance the EP Experience and ensure the Impact
we are delivering on the Education systems.

14. Market product strategy 2
Bringing the Tourism Market back on Track
• Marketing / Sales  Promoting & Selling Different inbound Packages,
Understanding the Key Cultural & Mindset challenges that will enable the
company to expand its pool of clients in different markets. Also these people can
play an important role in branding their countries and developing outbound
packages and sell it to the internal market.
• Information Technology  Supporting Tourism companies with IT Talents
Creating / Managing online Platforms that make the process of travelling and
booking through companies Easier and more accessible to the market.

15. What is the evidence for this
strategy?
• The Tourism Market is one of the Main Economical Pillars in the Region,
Specifically for North African Countries. These Countries have been struggling
lately to bring this market back to grow.
• World bank Panelists discussed the need for governments to liberalize the
sector, allowing smaller entrants to come into the market and offer products to
a broader and more diverse set of clients.
• This market is huge and diverse in terms of number of companies and segments
as well, however all the segments are struggling and facing the same Challenges
since all of them are pretty connected.
• Most of the Governments / Economies in the Region are focusing to bring this
market back to life, since it used to hold a lot of job opportunities and its one of
the main sources of income to the country.
• This Market has been the 2nd most contributor to AIESEC Egypt TNs right before
January Revolution.

16. What entities would you recommend
implementing this strategy?
• All the Region Countries can drive this strategy down.

17. What training should members receive to sell this
effectively?
• Main Strategies for the tourism Companies to Grow.
• Clear Understanding of the Sub-products that should be pitched in
this market.
• Market Trends and Governmental channels to bring this market
back on track.
• Understanding which countries are the most contributors to
inbound Tourism in their countries (Ex: Russia is the most
contributor to the Egyptian Tourism.
• Highlighting the Newly introduced Pool of clients in the Tourism
Market.

18. In implementing this strategy, what should entities
be careful of?
• This Market has been struggling lately due to the international
Reputation, Hence Very clear ROIs and Value Propositions need to
be highlighted.
• Its important to support Tourism Companies with their current
pool of clients, but diversification is critical at this point of time for
this companies to be able to maintain their previous growth.
• Special Financial Packages need to be created for these
companies, That’s AIESEC contribution to the Country and one of
its main sources of income.