Entrepreneurship project samples submitted in MBA

1. GIS Dry Dog Food Manufacture
Hassan Tahoun
Mohamed Arafa
Mohamed Gamal
Mohamed Nour
Mohamed Wahba
Mohamed Sherif

2. Agenda
• Introduction
• Vision & Mission
• Industry Profile
• Market Research
• Business & Market Strategies
• Product Features and Processes
• Branding Kit
• Pricing Strategy
• Distribution Strategy
• Promotional Tools

3. 1- Introduction
GIS is start-up company that works on the manufacturing of Dog’s Dry Food. We
believe that our customers should feed their dogs like they feed themselves. Our
production line will provide delicious line of dog treats which change the concept
of biscuits to shelf stable meal toppers.

4. 2- Vision & Mission
Vision
To be the #1 regional pet food manufacture
while delivering Healthy, delicious, high quality
pet foods and an exceptional experience.
• limited quality and diseases affect a dog's
Mission
To provide quality, natural dog’s dry food made
with the best natural ingredients to nourish
healthier, happier pets in Egypt market using
high technology with sustainable growth and
profitability and with high employee
performance, and lengthen the special
relationships between people and their pets.

5. 3- Industry Profile
Industry Key Success Factors
1- Quality of Product
2- Strategic Niche Market
3- Channels of Distribution

6. 3- Industry Profile
Industry Profile
• Our Market is PET Food Manufacturing Industry.
• GIS specialized in Dry Dog Food.
• Superstores and discount stores, Specialty pet stores, veterinarians, Big retailers
like (Metro, Carrefour) and internet retailers are the main industry participants.
• Dog care sector grows with 14.1 %.
• “It is not price issue, it is mindset of customer”.
• There is an increase rate from selling 8,945 units of cat food per month to 24,577
units in December 2018.

7. 4- Market Research
Opportunity In Egypt Market ,Why ?
1- Trend: Increase the dog owner

8. 4- Market Research
Opportunity In Egypt Market ,Why ?
2- International Barriers:
• High price of foreign products (Currency).
• Limited quality and diseases affect a dog's.
Egypt has raised tariffs on a range of imported
items from pet foods.
Opportunity:
Is it possible that we spend foreign currency to
feed dogs and we are in serious need of wheat?
3- Dogs Medical care centers and clinics.

9. Three Main Types of Dog Food
1-Dry Food
2- Wet Food
3- Raw Food
4- Market Research

10. Quick Comparison among three types of Dog Food
• Dry Dog Food
• Pros • Cons
• Ease of storage & feeding
• comes in many different sizes and types
• Don’t spoil
• Often contain more grains
• More likely to contain preservatives
• Wet Dog Food
• Pros • Cons
• Can be a good source of hydration
• Often contain more protein and fat
• Some pets will make a mess while
eating wet food.
• Not Economical as dry food.
4- Market Research
• Raw Dog Food
• Pros • Cons
• Healthier, Higher energy level
• High acceptance by the dog
• Healthier skin
• Internal injury from chewed bones.
• Dietary imbalances in the raw food diets
• Not every dog is suitable for a raw diet .

11. 5- Business and Market Strategies
Competitive Advantage
Providing superior, high quality, natural and safe dog’s dry food
made with the best natural ingredients without preservative with
lower cost per each KG produced relative to other competitors in
the Egypt.
Competitive Strategy
GIS Company will pursue Differentiation focus strategy where it will
differentiate its product through producing healthier food without
Preservatives and focus on niche market among all pet food market
which it will focus on Dog food market.

12. 5- Business and Market Strategies
Industry Analysis- Porter 5 Forces Model
Industry Rivalry
Entry Threat
New Competitors
Threat of Substitutes
Buyer Bargaining
Power
Supplier Bargaining
Power
Industry Rivalry
- Big Name Companies
- Market not Saturated
- Niche Market
- Moderate Level
Entry Threat
- Low Barriers of local firms
- Low Start-Up Cost Relatively
- Moderate to High Level
Substitute Threat
- Substitute is available
- Moderate Level
Suppliers Power
- Higher quality ingredients
- No Suppliers Power
- Low
Buyer Power
- Price Sensitive
- Power of Retailers
- Moderate to High Level

13. 5- Business and Market Strategies
SWOT Analysis
SWOT Analysis
Strengths
• Local Manufacturing for dog dry food using high-tech pet food process.
• Localization of raw material which offers obvious cost benefits in itself.
• Using more fresher and Healthy raw material
• Provide better delivery and Prices
Weaknesses
• Weak Technical knowledge relatively.
• Market is not fully understood.
• No Clear Sales Pipeline or customer data base
Opportunities
• Very good opportunity to get market share especially after that Egypt has
raised tariffs on a range of imported items from pet foods
Threats • Entry Barriers to open new market.

14. 5- Business and Market Strategies
Targeted Segment /Customer
Targeted Segment Targeted Customer
Contractual
• Institution from Army & Police
• Security Firms
• Dog Farms.
Non-Contractual
• Veterinary Doctors
• Grocers
• Individual Customer
• Retailers (Carrefour & Hyper)

15. 6- Product Features & Processes
Raw Material Used
1- Fish Oil
2- Fresh Meat
3- Sweet Potatoes
4- Carrots
5- Tomatoes
6- Grain Powder
7- Bones

16. 6- Product Features & Processes
Production Process
Name : SLG65 Pet food Production Line
Capacity: 140-160kg/h
Price: 1000 USD
Products: Dry Dog Food
Future Products: Cat food, fish feed, shrimp
feed, bird feed, poultry feed
Samples to be produced

17. 6- Product Features & Processes
Production Process
Step 1 : Bone Breaking
Crushing all kinds of hard material
Step 2 : Bone Milling
Grinding small piece meat and bone into paste
Step 3 : Mixer
Makes raw Material adding to water
And liquids chemical additive fully mixed
Step 4 : Screw Conveyer
Convey material in the stainless steel roller
to the feed machine of extruder
without leaking, dust and pollution

18. 6- Product Features & Processes
Production Process
Step 6 : Twin Screw Extruder
Extruding raw material into puffed Products
using its control, heat and transmission system
Step 7 : Air Conveyer
conveys the food relying on the wind-force from
the blower and for long distances
Step 8: Dryer
Using electricity heating to back and dry food
Step 9: Elevator
conveys the food from the discharge-port of oven
to the feed charge port of roller.

19. 6- Product Features & Processes
Production Process
Step 10 : Oil Separator
make the liquid oil and the solid fat be heated
and then spray the food surface by the oil
pump
Step 11 : Single Roller
sprays the oil from the feeding end of the roller
then sprays the flavoring on the surface and
used for flavoring food to make nice taste
Step 12 : Cooling Conveyor
Cool the dry food and take the rest moister
inside it

20. 7- Branding Kit
Domain
www.gisfoods.com.eg
Brand Name
Hyper Hot Dog
Slogan
“If Dogs could talk, they would say GIS”
Packing
• Differentiate our product from others offered. We
will focus primarily on our “Made in Egypt” status.
• GIS Company will brand our product so that the
consumer associates our dry dog food with
owning a “Highly-Active Dog” and thereby creating
pride in purchasing our product.

21. 8- Pricing Strategy
• Penetration Strategy will be followed, since we are new
brand in the Egyptian market and our plan to grow
rapidly and get high market share.
Pricing will be as following:
• 25 EGP for 1KG package
• 45 EGP for 2KG package
• 65 EGP for 4 KG package

22. 9- Distribution Strategy
Distribution Channels
• Retailers (Carrefour, Hyper One, Metro, Fresh Food)
• Dogs Farms (Orabi Agricultural Cooperative Society)
• Specialty Pet Stores
• Veterinarians Clinics
• Online (Facebook & Instagram)

23. 10- Promotional Tools
Positioning
• Position our product as a high quality, affordable price for dry
dog food. GIS Company will educate the consumer and
become a thought leader within the dog food industry.
Techniques
• Strong presence at various events.
• Retail Advertising (Brochure, Flyers and Free Sample).
• Social Media/Website.
• Word-of-Mouth.
• Free Local Media Opportunities.
• Summer is the best time to promote.