Marketing Management

“Arabian Food Industries Co (DOMTY)”

Prepared by:
1- Mario Maged Fahmy (ID# 22126625)
2- Andrew Emad Gerogy (ID# 22125833)
3- Mohamed Mamdouh (ID# )
4- Shady Rabie

Presented to:
Dr. Mohamed Khaled

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Company Overview:
Established in 1990, the Arabian Food Industries Company had a humble beginning offering a modicum of
products with only two types of white and mozzarella cheeses, respectively. Since then its flagship cheese
brand, Domty, has grown to hold an unparalleled position amongst market competitors. This has been made
possible through a combination of strategic endeavors, most notably those that have helped secure market
trust and consumer loyalty owed to the company’s continuous commitment to quality.
Domty now offers a wide range of products and flavors— , with a family of nearly 200 SKUs— that have helped
expand its market reach and made it available on all supermarket shelves.
Domty’s success is exemplified in its growth trajectory. What began with only two distribution centers and two
trucks, at a time when Egyptian consumers had yet to develop a taste for packaged cheese and when loose
cheese held 90% of the market share, is now a household brand and leading cheese manufacturer in the
industry.
Today, Domty boasts a distribution fleet of over 600 trucks operating from 27 sub strategically located
distribution hubs across the country, ensuring a streamlined delivery system directly to all kinds of retail. At
the core of our success lie the values of innovation, quality ingredients, taste, and value for money.
Domty is a public national company and it is a joint stock company, listed on Egyptian Exchange (EGX) since
December 2015
Domty is a for profit organization
According to number of employees, Domty classified as a large enterprise in which its head count is an
average workforce of over 2600 employees.
Domty' holds a whopping market share of 40% cheese, 20% bakery, 7% juice and less than 3% in milk. It is
worth mentioning that, 'Domty' added an array of new flavors to their natural juice range.
Customer Base: Domty acts as B2C, B2B and B2G

 Trend analysis for company revenues for last 3 years:

Year / Item 2020 % 2021 % 2022 %
Sales 2,995,495 12% 3,360,510 12% 5,217,873 55%

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 Product portfolio:
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Cheese bakery Juice Milk

Drink (235ML)
Drink (200ML)
Plastic Tubes

100 % Juce
Mozarella
Tetrapack

Sandwich

Croissant

Premuim
Creamy

Blends
Nectar
Bread

Milk
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 SWOT Analysis:

Strength Weaknesses
•Strong Brand name. •Lacking of resources for packing
•Strong and experienced management team. •Dependability on imports in areas of shortages,
•Concentration on healthy products. such as milk powders
•Availability of capital for expanding or extension. •Ability to maintain fresh bakery
•Using Preservatives like E282

Maintain fresh
barky
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  Using
preservatives like
E282
Maintain fresh
barky
 Using
preservatives like
E282
Opportunity Threats
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 Competitors:

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