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Promotion of Blue Collar Jobs
Market Analysis
Promoting a Gender-‐Sensitive Job Profile in the Textile Sector By Jeannette Rizk
31.5.2012
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Table of Contents
1. BACKGROUND OF THE STUDY 3
2. OBJECTIVE AND METHODOLOGY 3
3. OVERVIEW: SHOPS AND PRODUCTS 4
4. MARKETING STRATEGIES: 8
5. FAIR TRADE LABELLING 9
6. PROJECT DESCRIPTIONS 9
6.1 VALUE CHAIN CREATION IN KHALTA 12
6.2 CAPACITY BUILDING FOR AN NGO WORKING WITH WOMEN IN THE TEXTILE SECTOR 18
6.3 CONNECTING FEMALE MACHINERY WORKERS WITH HANDICRAFT-‐FOCUSES COMPANIES 21
7. NEXT STEPS 23
8. FINAL CONCLUSION 24
9. APPENDIX 1: HANDICRAFT SHOPS IN CAIRO AND INTERVIEW SCHEDULE 25
10. APPENDIX 2: PRODUCT COST CALCULATION 28
11. APPENDIX 3: DESIGNER CVS 39
12. APPENDIX 4: MINUTES OF MEETINGS 30
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Background of the Study Despite the fact of high youth unemployment in Egypt, companies report difficulty in adequately filling job vacancies. The reason behind such problems is the lack of functioning employment agencies, a qualification system which is insufficiently oriented towards covering the actual needs of the labor market and the resulting asymmetry between the inadequate supply of qualified personnel and actual demand within that market. Aggravating the problem is a negative perception of technical education in Egyptian society, in addition to the generally low esteem in which numerous other job types in the fields of industry, small trades, and handicrafts are held. In short, the low prestige of job profiles which are commonly referred to as ‘blue collar’ has helped create a shortage of workers in this field. Contributing to this shortage is the workplace setting in which blue collar employees in Egypt often have to work: employment conditions are often difficult and unsatisfactory. There is the additional problem that information about job opportunities in these areas is poorly disseminated—potential workers simply do not know that there is a demand for employees in these underserviced areas.
1. Objective and Methodology Initially, the objective of this study had been to analyze the market potential and demand of artistic handicraft textile products such as patchwork. During the mission the objective was further expanded to also provide an overview of the handicraft market in general and to then develop project proposals in order to decide on appropriate instruments for the promotion of working in the textile sector.
The study defines the scope of possible projects in the textile sector to promote income generation at home within the textile sector. The projects shall be aimed at women working from home doing embroidery, patchwork and other work and at matching female skilled workers with small companies focusing on high-‐quality, hand-‐embroidered textile products.
The goal is to provide a solid basis in order to decide on the framework of a possible project and make initial suggestions on products and designers that will assist in developing a value chain.
The Market Analysis fieldwork took place in Cairo, with one day in Fayoum, over the span of two weeks from the 7th to 17th of May 2012. The survey was conducted by a consultant, Jeannette Rizk with the assistance of an intern, Jana Lenze. During the two-‐day preparation period, the consultant arranged interviews with several handicraft shop owners as well as individuals and organizations working with artisans in Egypt. Further meetings were arranged together with the team working on the measure: Promotion of Blue Collar Jobs. During the two weeks the pair visited 11 handicraft shops. Met with 3 development organizations that work in developing
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handicrafts and met with one designer. They also spent one day in Fayoum with Doris Frei meeting women in Khalta village. See Appendix 1 for Meeting Schedule.
Initially, the plan had been to research the feasibility of a specific patchwork project with the NGO named Resala. However during the two weeks of fieldwork it was agreed to a) conduct a overall market overview of shops and products b) to assess cooperation possibilities c) to develop proposals of possible value chain development projects.
This report is the intellectual property of GIZ, Deutsche Gesellschaft für Internationale Zusammenarbeit, and is carried out within the framework of ‘Promotion of Blue Collar Jobs’, financed through the Open Regional Fund by the German Federal Ministry for Economic Cooperation and Development (BMZ).
2. Overview: Shops and Products
In order to define possible distribution outlets and see where and whether there is a demand for handmade and artistic textile products, a market analysis was conducted. Therefore the expert analysed the shops considering the following aspects:
-‐ The type of products that are sold on the area of textiles
-‐ The target group for the products
-‐ The price scale and market positioning of handicraft products
-‐ The purchase strategy of the shops (do they order specific products by placing orders or do they sell upon commission?)
-‐ The possibility and scope of cooperation
What follows is a listing of the most common handicraft items sold in upscale galleries and shops that cater to expatriates and upper-‐class Egyptians and, in some cases, also to tourists. Of course, the products vary from shop to shop, but all shops will offer a combination of these items.
Shops such as Markaz, Oum El Dounia and Caravanserei design most or even all their products themselves, putting in specific orders with the artisans, or having their own workshop where they oversee the production and final finishing steps. All their inventory is the property of the shops and not of producers. Other shops, such as Khan Misr Touloun take items on consignment from the artisans, paying them once an item has been sold. This is a disadvantage for the artisan, as he or she has no control over when the item will be sold and when payment is received. Artisans prefer to sell to shops at wholesale prices up front, rather than wait until a product is sold.
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Appendix 1 contains a listing of shops that sell Egyptian handicrafts in Cairo. Most of the handicraft shops are in the wealthy neighbourhoods of Zamalek and Maadi. Oum El Dounia is near Tahrir Square and easily accessible to tourists. Their clientele is slightly different: Oum El Dounia’s owner is French and the store therefore has a large French customer base. But, in general, the breakdown of patrons who visit all of these handicraft shops is roughly 50-‐50: half upper-‐class Egyptians, half expatriates.
The focus of the products in these shops is that they are handmade by artisans across Egypt. Each geographic area produces distinctive crafts, according to local traditions, and the trained eye can discern the provenance of a well-‐made object based on its appearance and manufacturing technique. Several shops, such as Fair Trade Egypt and Markaz, support the preservation of traditional artisanal work and actively encourage reviving craft traditions that are in danger of dying out. While the following products might be produced in a number of locations, the place of origin that is most common or most well-‐known is highlighted.
The prices in the shops in question ranged widely, starting at 25 L.E. or less for small items such as scarves and glassware and reaching 1,000 L.E. or more for leather handbags and quilts. Most of the shops, such as Oum El Dounia, Markaz, Catacomb, Fair Trade Egypt and L’oiseau du Nil, try to appeal to a broad range of clients, whereas Mounaya Gallery caters exclusively to upper-‐class customers. In conversation, shop owners displayed a consistent interest in and willingness to purchase well-‐made, high-‐quality handicrafts. This represents an important market opportunity for our proposed projects.
For example, the website of Markaz states: “Markaz believes in partnering with local community organizations and members as a means of ensuring sustainability. Markaz is open to working with any type of partner provided that they prove beneficial to the revival and development of the craft.”
Handicraft Product Origin
Glass Ware City of the Dead, Cairo.
Metal/ Copper Ware (lamp shades, candle holders etc.)
Khan el-‐Khalili, Cairo.
Silver/ gold / copper Jewellery Cairo.(also from antique collections from various places)
Leather goods Local artisans and designers such as NevinAltmann, Sami Amin.
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Pottery Tunis Village, Fayoum. Upper Egypt
Woodwork Upper Egypt
Recycled paper A.P.E. Mansheyat Nasser, Cairo.
Baskets (woven palm fond) Fayoum. Delta. Oasis, Western Desert.
Candles Cairo.
Table 1 Overview of Handicraft Products in Egypt
The textile products available in the shops included:
Handicraft Product Origin and Sales Outlet Pricing
Bed linen sets (embroidered) Workshops in Cairo, Minya, and Fayoum sold by Malaika. Al Haramlek and Company, INC. .
Starting at 1000 L.E.
Quilts (stitching only) Cairo, designed and sold by Markaz and Willow Tree.
750 L.E to 1785 L.E. depending on size, amount of work and materials used.
Patch work quilts A.P.E., Mansheyat Nasser, Cairo sold in their own outlets in Mansheyat Nasser and Foustat and numerous shops such as Fair Trade Shop, Om El Dounia…
180 L.E. (baby quilts); 400 L.E. (large quilts)
Khayameya embroidered fabrics
Khayamenya District and other workshops in Cairo. Sold in numerous shops such as Oum El Dounia, Khan Ibn Toloun.
Pillow cases starting at 25 L.E. to large wall hangings for 800 L.E. and up.
Woven carpets Delta. Cairo. Upper Egypt. WissaWasef,Sakarra. Sold in numerous shops such as Khan Ibn Touloun, and carpet shops throughout Cairo
Prices vary depending on size and quality. Starting at 150L.E.
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Recycled fabric carpets and bags
Cairo.A.P.E.Mansheyat Nasser, sold in their own outlets in Mansheyat Nasser and Foustat.
30 L.E and up
Bedouin carpets North Sinai sold in carpet shops and Markaz.
250 L.E. and up
Embroidered pillow cases, scarves, clothes
North and South Sinai. Upper Egypt sold in Markaz, Oum El Dounia, Fair Trade Egypt, Khan Ibn Toulon and other shops that specialize in Bedouin products.
80 L.E. to 300 L.E.
Table clothes, Scarves, bed covers (hand woven cotton)
Nagada.Akhmim.Sohag. Sold by Upper Egypt Association, Markazm, Fair Trade Egypt
25 L.E. to 200 L.E.
Table 2 Overview of Textile Handicraft Products in Egypt
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3. Marketing Strategies:
Technology push vs. Market pull
Technology Push
Market Pull (demand pull)
Figure 1 Marketing Strategies
There are two different approaches to marketing these products: 1. Pull strategy:
A pull strategy involves motivating customers to actively seek out a brand; it is based on the desires of a buyer. When using a pull strategy, the producer finds a buyer, discovers his or her needs, and seeks to create a product which meets those needs. Example: We contact handicraft shop owners before producing a new embroidered product in order to find out what item they could/would sell and what the interests of consumers are.
Research & Development Production Marketing
Need?
Research & Development Production Marketing
Expressed Market Need
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2. Push Strategy: A push strategy involves producing an item and then promoting it to consumers and retailers in order to create a need for it where none had previously existed. Whereas in a pull strategy, the producer responds to needs and desires already present with retailers and consumers, in a push strategy, the producer attempts to create new felt needs and desires in these groups. Example: Women produce sleeping bags and convince tourists on safari that they need a sleeping bag; more profoundly, the project encourages tourists that they need to go on safari so they can use our unique and high-‐quality sleeping bags.
4. Fair Trade Labelling Due to its complexity, only one NGO in Egypt has undertaken the process of becoming ‘fair trade certified’. The application is expensive, over forty-‐pages long, and must be submitted in English. The only shop that is fair trade certified is “Fair Trade Egypt.” Mona El Sayed, the director of Fair Trade Egypt, is on the board of the International Fair Trade Association. She is authorized to certify other organizations that apply for the “Fair Trade” label. Several development organizations have been encouraging Fair Trade principals in Egypt:
-‐ Aid for Artisans, USAID Project -‐ COSPE(Cooperazione per lo Sviluppo dei Paesi Emergenti) -‐ North South Consultants Exchange -‐ CIDA (Canadian International Development Agency)
Although some shops such as Markaz and Yadawee have not strived for the official fair trade labelling, they do ensure that their work and products are produced according to Fair Trade principles, even though they are not officially certified.
5. Project Descriptions The overall objective is to enhance the attractiveness of the textile sector as an income generation opportunity by developing a value chain for handmade and artistic textile products. The goal is to provide women with a sustainable income opportunity and to create employment. Simultaneously, the resulting products should act as anchor points for promotion.
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For this purpose, GIZ is looking at possible partnerships with existing institutions and initiatives which need support in the establishment, product development, training, quality control and sales (= creation of a value chain). The below table shows the areas that the various projects under consideration are already capable in. The unmarked boxes allow GIZ to pinpoint the areas that would benefit from its technical know-‐how.
Table 3 Project Selection Criteria
As 1.5 years is a very short cycle, it is crucial to choose projects that can be conducted in such a short period of time and which furthermore have advantages that will allow them to be
Capabilities Projects NGO Informal NGO Companies Resala Khalta Village Boulaq Center Malaika,
And Company, AlHarmlek
Provide training in textile work
X X
Access to female workforce
X X X
Own training facilities X X X X Produce high-‐ quality items
X X
Use high-‐quality materials
X
Quality-‐control management in place
X X
Strong product development skills
X
Good documentation, accounting skills
? ?
Products correctly costed
? X
Website X Employ market-‐ oriented designers who train employees
X
Access to national and international markets
X
Ownership of the project X X X X Good management X Highly-‐Motivated X X X X
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successful despite these temporal constraints. Based on the findings in the field and specific project selection criteria, three projects are being recommended:
1. Creation of a Value Chain in Khalta/Fayoum
In this instance, the high motivation shown by the women in the village, as well as the ardent backing which has been demonstrated by the men there for the proposal, suggests strongly that the project will continue to function after the 1.5-‐year time span has expired. A sound network of support which will ensure sustainability can also be established in this period. The unique motivation of the people of Khalta, both women and men, greatly increases the likelihood of the success of this project. Also, the fact that Doris Frei, the suggested consultant to work on this project lives next to Khalta and is a highly respected member of the Fayoum community is of a great advantage.
2. Capacity Development for local NGO’s Working with Women in the Textile Sector
It is recommended that GIZ locate an NGO already at work with women in the textile sector to support the already working women by further developing the NGO’s capacity and providing training for the working women. Investing in an established organization already at work will ensure that the intervention has long-‐term effects which will continue beyond the 1.5 years of funding which are currently available. Putting money into upgrading organizational capacity can serve as a benefit multiplier, allowing it to do much more than it otherwise might have, in a shorter period of time. Boulaq Center already has many of the key factors in place at present; nevertheless, certain areas of intervention are still required: a review of its products and an upgrade of designs and marketing strategies.
3. Promoting work for Handicraft-‐Focused Companies
This would be a one-‐time intervention, aimed at matching women seeking jobs in the textile sector with companies that work ethically and will treat them fairly. An advantage of this project is that it can be linked to already existing activities implemented within the framework of the National Employment Pact and the Employment Facilitation Unit (EFU).
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5.1 Value Chain Creation in Khalta Project Background: Khalta village is situated about 2 hours southwest of Cairo in the Fayoum governorate. The village has a population of about 3000 inhabitants. The main families in the village are called:
-‐ El Daʻfa (Bedouin) -‐ El Gardawy (not Bedouin) -‐ AbouMaʻabad (Bedouin) -‐ El Hushy (Bedouin)
Recently, several women from Khalta approached Doris Frei, a resident of the neighbouring village, Tunis, with the request that she teaches them sewing and help them to improve their work so that it could be sold to people in the village as well as to tourists who go camping in Wadi Hitan. This request was brought to the attention of the staff of the measure “Promotion of Blue Collar Jobs”. Wishing to explore the possibility of funding this start-‐up project in order to promote women doing textile work from home, an initial meeting was organized. Fifteen interested village women and a few men met with the expert (Jeannette Rizk) and demonstrated that there is much enthusiasm and great interest in receiving formal training and beginning to produce handicraft items for sale. The women even presented handicrafts that they had made. What they lacked in design skills they made up for in technical skills and potential. Handicrafts already produced in the village and sold to other villagers at the local shops included:
1. woven scarves and bags 2. crochet doyleys and bags 3. glass paintings 4. handbags (beaded, produced only
by men) 5. dolls and stuffed animals
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Project Proposal: The Egyptian textile sector represents one area of the Egyptian economy with a very high potential for employing semi-‐ and unskilled labor. In an attempt, therefore, to tap into some of this potential and to attract more women into the industry, this project will seek to develop a value chain involving Bedouin women in the village of Khalta, in the Fayoum. One of the objectives of the project would be to highlight the real income opportunities of women working in the textile sector. The goal of the project will be to create a complete value chain by training 50 women in sewing and patchwork; this in itself will represent a significant encouragement for women working in the textile sector through the actual generation of income accompanied by adequate promotional instruments. It is expected that about 30 out of the 50 women will be qualified to continue long term to produce handicrafts that are unique from Fayoum and sold both in Fayoum and the rest of Egypt. Designs for these products will be developed, with the help of professional designers, drawing upon local Fayoumi traditions; it is hoped that the result will be distinctive, well-‐crafted objects that uniquely reflect the region and which are produced in a socially-‐conscious and economically-‐empowering manner. The products will be well-‐designed based on the market demand. The initial product will be cotton insert sleeping bags with simple and more complex patchwork designs to be developed in conjunction with a designer. Similar designs will also be used for wall hangings. Support will be given to find retail outlets for the products and with linking the project with an experienced designer. The main outlet for these items will be the oases of the Western Desert, as well as South Sinai, locations where Bedouin arrange overnight trips into the desert and tourists will have incentive to purchase the sleeping bag inserts to use during trips. The pillowcases and patch work blankets will also be marketed in shops and galleries in Cairo. The process—from purchase of raw materials to production and sales—will be well-‐implemented by the end of the 1.5-‐year project cycle. The project also calls for a few women to be trained in quality control, accounting and management. Furthermore, in order to ensure the sustainability of the project, it is of utmost importance that the women receive a thorough training and that the designs they employ are well-‐researched and well-‐placed in the market. Initial product price estimates and a listing of start-‐up materials needed for the training can be found in Appendix 2.
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GIZ will be responsible for Project Management
Value Chain Creation
Figure 2 Value Chain Creation Khalta Village, Fayoum.
Basic Sewing Training
Product Development
Purchase Material Production Quality
Control Sales /
Marketing
Provide continuous training and support by SPDA
To be provided by Doris Frei
Women of Khalta + Designer + 2 Assistants
Doris Frei Women of Khalta
Women of Khalta + Doris Frei + SPDA
Women & Men of Khalta + Doris Frei + Hisham (Yadawee) + SPDA
Documentation and support by further external expert (e.g. Jeannette Rizk)
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Draft Job Descriptions: Project Coordinator and Lead Trainer: Doris Frei will act as an implementation partner in Fayoum and liase between the women in Khalta and GIZ. Her tasks will comprise the following:
• Prepare a training manual for patchwork. • Prepare a list of material and equipment needed for the training and procure them. • Organize the set-‐up of the workshop room and storage of materials needed for the
training. • Select and hire in coordination with GIZ, an accountant who will train two women from
Khalta in accounting, a translator and assistant trainer and a marketing specialist. • Cooperate with designer selected by GIZ and then facilitate his/her research and joint
product development in Khalta. • Conduct the training for product process of patchwork products and sleeping bags. • Select and train at least two women from Khalta to be in charge of quality control,
purchase of materials from Cairo, packaging of finished products and coordination of sales.
• Initiate contact with various shops and other outlets in the Oasis, in Sinai and in Cairo. • Oversee the daily proceedings of the project and report to GIZ
Designer: A preferably female designer should be hired as a long-‐term consultant. She should approach this work from a cultural perspective, immersing herself in the setting of Fayoum to understand its heritage and seeking to create a unique product that is different from other items already found on the Egyptian market. The goal would be the creation of a series of handicraft designs which draws upon the best of local artistic traditions and which distinctly reflects the rich history and people of the Fayoum; such products would set themselves apart from all other products available on the Egyptian market and will appeal to a variety of sophisticated consumers interested in the history and culture of Egypt. The designer should spend a minimum of two weeks in Fayoum working with the women and Doris Frei to create several designs with colour palettes and, if possible, basic branding for the products. Nevin Altmann, a German-‐Egyptian designer offered to assist with this project, she is a friend of Doris Frei. Two other recommended designers are Jessica Ball and Perihan Abou Zied. Both of them have extensive experience working in the textile sector with artisans in Egypt. For the designer CV’s see Appendix 3.
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Other jobs to be filled: Marketing Specialist A job that can be done by a marketing company or an individual, depending on availability. This would be a part time job. Accountant Preferably a woman living close to Khalta, maybe in Fayoum who would be trained by Spda NGO in Fayoum. This person would also assist with materials procurements from Fayoum and Cairo. Training Assistant A woman living close to Khalta, maybe in Fayoum with sewing experience to assist Doris Frei with the training 3 days a week. Translator Should neither the accountant nor the training assistant speak English, a separate translator must be hired to be present for all the trainings. Partner Descriptions: Egypt Enterprise Development Project (EEDP) is funded by the Canadian International Development Agency (CIDA). EEDP’s goal is to generate improved employment opportunities through supporting small and medium enterprises, with a particular emphasis on Egypt's marginalized groups, especially women and youth. EEDP is building the capacity of Regional Enterprise Development Centres (REDECs) in six selected governorates (Qena, Sohag, Bani Suef, Fayoum, Gharbia, and Behira) to provide gender-‐responsive, environmentally-‐sensitive, and demand-‐driven business development services to existing SMEs and start-‐ups.
The NGO, Small Projects Development Association (SPDA), based in Fayoum, is one such Regional Enterprise Development Center. Adham El-‐ Sherbini, the Project Manager of EEDP, has suggested that SPDA could assist the Khalta Sewing Project in the following areas:
• Linking to suppliers of equipment and raw materials; • Linking to markets and showing products at exhibitions in Egypt; • Providing entrepreneurship training for a few talented women who will take leadership
positions; • Assisting in licensing/registration; • Assisting in qualifying for quality certificates; • Assisting in product development;
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• Assisting in hiring staff such as an accountant who can act as translator and train two young women in accounting.
This partnership is advantageous as the NGO is already available and caters to start-‐ups precisely like the Khalta sewing project. Working with SPDA would also tie the project into a larger network in Fayoum and improve the chances of sustainability beyond 1.5 years, since SPDA will continue to provide its services at very reasonable costs. Contact Information: REDEC Fayoum Small Projects Development Association (SPDA) Address: Ahmed Sadek St., from Ahmed Shawky St., -‐ Fayoum Tel.: (084) 6377363 Fax: (084) 6374499 Website: http://eedpegypt.org/fayoum E-‐mail: info-‐[email protected]
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6.2 Capacity Building for an NGO Working with Women in the Textile Sector Project Background: In Egypt there is no shortage of women, who work from home producing piece-‐work for NGO’s or small companies. Only a very small percentage of these companies and NGO’s, however, have enough sales to actually provide their female employees with financial security and stability. The reasons for this unfortunate situation are several:
1. The products and their design do not appeal to the preferences or match the tastes of customers with purchasing power.
2. Many of the products do not display high-‐quality workmanship. 3. Many products are manufactured with cheap and inferior materials. 4. There is limited understanding of pricing and branding. 5. There is similarly limited knowledge of potential marketing outlets. 6. Producers have neither awareness of export opportunities nor any connection to the
networks of high-‐end galleries and shops which cater to and target the upper-‐class and expat consumers whose tastes, wealth and demand drives the Egyptian handicraft market.
Faced with this reality, there is a need to take existing groups of women already attempting to work in the field of textile handicrafts and overhaul, their method of manufacturing. They need to be provided with superior , higher quality materials, product ideas and new designs which have increased market appeal, and education in product placement and marketing. They may even need training in improved techniques of craftsmanship. Given that the time frame for the project is 1.5 years, the most efficient use of resources would be to invest and build the capacity of an already-‐existing NGO which is currently attempting to provide jobs for women working in home-‐textile manufacture. Through capacity development one could not only achieve to enhance sales and thus increase the attractiveness of working at home producing high quality textile handicraft but would also support the advocacy work of the NGO. In order to provide ease of access and cooperation with GIZ staff, this NGO would ideally be based in Cairo. GIZ’s contribution would be to help such an NGO build capacity, improve their current operations, and help provide them with increased long-‐term sustainability. More specifically, GIZ would help them improve the quality of their output, advance their marketing outreach, and improve sales. If these goals were to be realized, it would ultimately allow the NGO to employ more women in the textile sector.
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With these objectives in mind, several NGOs and small companies came under consideration during fieldwork in Cairo, including: Resala, Willow Tree, the Deaf Unit, and Boulaq Community Development Centre. Among these, Resala has facilities which could potentially be put to use for training women in handicrafts, and has access to women who could be trained in handicrafts. Yet, Resala has a clear lack of of entrepreneurship (which is highly related to its charity based approach) and a complex, but inefficient organisational structure. Their focus would be solely training the women. During discussions with other stakeholders however, it was identified that the challenge of value chain creation lies more in sustaining quality and further developing the sales activities in order to ensure that demand is created for the products to be sold. Therefore, the GIZ team consideres the scope of interventions very intense with Resala NGO and questions the sustainability of this endeavor. The Deaf Unit was investigated, but its outreach was found to be too small for the impact GIZ is seeking to have as they are mainly working with deaf women only. GIZ can potentially help them by providing them with networking contacts that will assist them in carrying out their mission. Because of a death in the family of the director of Willow Tree during the period in which fieldwork was undertaken, proper investigation of this option was not able to be carried out. Based on what is known of Willow Tree, however, it is already a successful company with good management. It is thought that helping to build the capacity of an already exsting organization, to reach the similar success of Willow Tree, would be more beneficial in promoting jobs in the textile industry. Field of interventions would need to be discussed jointly with the management. For all these reasons, Boulaq Community Development Centre (BCDC) represents the ideal target for GIZ intervention in the field of female textile job training and promotion; it is the best match for all the desiderata outlined above. The Centre was established in the Boulaq area in 1925 by the Anglican Church, as one of the first local social development centres in Cairo. From the beginning, the Centre has focused on creating income-‐generating projects for women. At the Centre, women are trained in sewing and embroidery and BCDC has access to about 6.000 women in the six areas it works in: AinShams, Bulaq, Madinat al Salam, Manufiyah, Ras Sadat (in Alexandria)and Suez Eidbinal. After the training, women are able to work from home and bring their finished work to the Centre; from there, it is sold at various annual bazaars (in schools, in churches, and connected to various holiday events). The main hurdle BCDC faces at present is an almost complete standstill in sales. One of the chief reasons for this situation is that BCDC and its female
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manufacturers have been using the same designs and selling the same products for the past decade. With a relatively static clientele and an unchanging list of annual bazaars in which they market their products, they have saturated their market. In order to overcome this problem, new products and designs must be developed, with better branding and new marketing outlets need to be found. Trained women are already available and are eager, and indeed, desperate, for work. With GIZ’s technical input, an upgrading of the NGO could make a big difference and an immediate impact in the lives of many women. Project Proposal: The goal of the project is to upscale the quality of textile products of an existing NGO, BCDC, and find more market outlets, thereby providing increased work and income for women home workers. Such a project would encourage the textile sector as the high-‐quality products improve the image of this sector. A complete value chain analysis of BCDC must be conducted in order to define exact areas for Capacity Development. Following questions could serve as guideline
1. How many women have been trained in the past 10 years? 2. How many women work on a regular basis and what is their income? 3. Where are raw materials procured? What is their quality? 4. What new designs should be introduced? 5. How long will it take to train women to achieve a higher-‐quality product? 6. What markets represent opportunities for expansion? 7. Is export possible and feasible?
What is more, the analysis should include a review of both the pricing and costing of old items and the new items which are to be produced. It should also explore the possibility of partnering with other companies such as Malaika and Al Haramlek who could provide work for trained women. The analysis should be conducted by an anthropologist, a marketing specialist and a designer and initial findings should be reported after a two-‐week investigatory period. The findings will serve as the basis for an action plan that will inform the next steps of the project. Already, after initial fieldwork with high-‐end retailers, it is evident that sewing fabric inserts for baskets of varying sizes represents one potentially fruitful area of new product expansion for BCDC. The inserts in question could be a number of things: laundry-‐basket liners, bread-‐basket
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liners and baby-‐basket liners embroidered with calligraphy and other detailing. But this initial finding would have to be further researched, in concert with a designer. The main components of the project will be to provide training in:
1. NGO management, possibly providing scholarships for two women to attend an intensive
course;
2. Design research and training to upgrade and brand products;
3. Quality control and product finishing;
4. Researching marketing outlets with the goal of connecting BCDC to distribution channels.
Partner Description: Yadawee is a wholesale portal for Egyptian handicrafts run by Hisham El Gazzar. Hisham El Gazzar also has extensive experience in providing training for small enterprises in the marketing and pricing of products. He would be ideally suited to participate in the value chain analysis and to conduct training sessions; Mr.Hisham would also be excellent in organizing product export through his company, as Yadawee itself exports handicrafts to a number of countries. Contact Information: Hisham El Gazzar Export Consultant Block 90, 4th Touristic District 6th of October City, Egypt Mobile: 20 100 6688860 www.yadawee.com
6.3 Connecting Female Machinery Workers with Handicraft-‐Focuses Companies
Project Background: Textile companies regularly complain that it is hard to find women who are willing to work as machinists. The reasons for this problem are manifold: bad working conditions for women due to harassment; long working hours; poor pay; and few workers’ rights. This great demand, however, persists, and, provided that working conditions are satisfactory and humane, this
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textile industry has great potential for expanding quality employment opportunities for women in Egypt. An additional complicating factor is a cultural one: educated women view machinists’ jobs as lacking prestige commensurate with their education and uneducated women often do not aspire to holding such positions. Despite the demand, therefore, these jobs fall in an unhappy intermediate zone: too good for some, not good enough for others. Anecdotally, during field research, it was reported that there are 1,500 jobs for women in textile manufacturing in Beheira in the Delta, but employers could not find women to fill the positions. Project Proposal: This project’s goal is to locate and then match motivated young women who are willing to learn a trade with companies that will treat them fairly and pay them adequately; sufficient pay is key, as it will limit the possibility that these women can be lured away by other companies promising better wages. An additional aim is to address the cultural issue by promoting acceptance and interest among women for skilled labour job profiles in the textile sector. Three high-‐end Egyptian companies that focus on textile production with hand embroidery are Malaika, And Company Inc., and Al Haramlek. All three companies should be approached in order to assess their need for skilled women in their work force. The next step will be to research other companies that might be attracted to join. Once interested companies have been found, an Employment Facilitation Unit can be coordinated and established to recruit young women for training and work, if the demand would be adequate. Alternatively, next to traditional promotional and PR tools, an employment fair attracting women to work in those jobs through actual decent and fair job offers by those companies. Both activities can be implemented in cooperation with other GIZ programs engaging in the field (GIZ Egy FTEM/PSEP). Contact Information: Malaika Haram City-‐ 6 th of October TEL: +2 02 39140144 Mob: +2 01003633533 Email:[email protected] Website: www.malaikalinens.com
Market Analysis
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And Company Inc. Mr Hisham, Owner Mobile: 012038070766, 0120381922 3A BahgatAlistreet, Zamalek Tel:02 736 5689 3/2, 216streetMaadiDegla Tel. 02 521 0662 Website: http://andcompanyonline.com/linens/ AlHaramlek 1/1 El Zahraast. (off 216), Degla, Maadi Tel: 02 25171462 Mob: 012 88828822 Fax: 02 2753700 Email:[email protected] Website: www.alharamlek.com
7. Next Steps
Finalize decision of projects to be implemented.
Project #1:
1. Finalize TOR for Doris Frei, Project Coordinator 2. Meet with the women in Khalta village to discuss and launch project 3. Organize meeting with EEDP/Fayoum NGO 4. Finalize TOR for designers, hire designer
Project #2:
1. TOR for Hisham El Gazzar, consultant, trainer, export, marketing 2. Choose and approach NGO BCDC together with consultant. 3. Finalize TOR for designer, hire designer 4. Develop product with designers according to “pull strategy” 5. Design and implement trainings with consultant
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Project #3:
1. Meet Malaika, And Company Inc., AlHaramlek and other companies to assess their need for skilled female workers.
2. Coordinate an Employment Facilitation Unit or alternatively an employment fair to handle the hiring.
8. Final Conclusion
The goal of this study was to provide a framework of possible projects in the textile sector to promote income generation for women at home. The suggested projects should enhance the attractiveness of the textile sector as an income generation opportunity by developing a value chain for handmade and artistic textile products.
Based on this selection criteria, Khalta Village will require intensive intervention on many levels to develop a comprehensive value chain. Boulaq Center already has many of the key factors in place at present; nevertheless, certain areas of intervention are still required: a review of its products and an upgrade of designs and marketing strategies. This form of advocacy and capacity building will allow for a significant promotion of the textile sector by providing more women with work. The intervention with Malaika, And Company and AlHaramlek would occur solely at the level of connecting them to a capable workforce. More information needs to be collected in meetings with all three companies.
Market Analysis
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9. Appendix 1: Handicraft Shops in Cairo and Interview schedule Shop Name
Owner
Address
Extra info
1. Souk El Fustat A collection of shops: APE, NGOs
Sharia Mar Girgis Old Cairo
http://travel.nytimes.com/travel/guides/africa/egypt/cairo/ 36162/souk-‐el-‐fustat/shopping-‐detail.html
2. Mounaya Gallery
14 Montazah Street Zamalek Telephone: 01008882686, 227377726
Upscale gallery http://www.cairo360.com/article/shopping/192/ mounaya-‐gallery-‐a-‐little-‐piece-‐of-‐accessories-‐heaven/
3. L’oiseau du Nil 23a Ismail Mohammed St. Zamalek Cairo , Egypt Telephone: 01095557754, 0227351458
4. Yadaweh, Hisham El Ghazar
Block 90, 4th Touristic District 6th of October mobile 01006688860 www.yadawee.com
http://www.egyptpsu.com/English/projects/Egypt-‐Enterprise-‐Development-‐Project-‐%28EEDP%29 http://www.eedpegypt.org/w1/en/home.php
5. Fair Trade Egypt 27 Yehia Ibrahim St. Apartment 8 Zamalek Cairo Egypt Telephone 202 7365123 Email [email protected] www.fairtradeegypt.org
6. Caravanserai 16 Mohamed El Maraashly St. Zamalek, Cairo Email [email protected] Tel: 02-‐27350517,
02-‐27356003
Opening hours: Monday -‐ saturday: 10 am -‐ 8 pm Sunday: 10 am -‐ 5.30 pm
7. Khan Ibn Tulun Maryse & ismail
Borhan
Facing the main entrance of Ibn Touloun Mosque Tel: 202 365 2227
Open from 10am to 5pm except Sundays Clients: Tourists visiting Ibn Touloun and long term
Market Analysis
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Shop Name Owner
Address
Extra info
Mobile: 011 12156 338 Email: [email protected]
residents of Cairo
8. Oum El Dounia 3, Talaat Harb street, 1st floor, Downtown Cairo Tel: 202 2393 8273 Road 23, Golf Area, Maadi, Cairo Tel: 202 27 530483
Facebook: Oum El Dounia Open from 10am to 9pm Downtown 9:30am to 8:30 pm Maadi Clients: Mostly French
9. Markaz Crafts Revival & Development Centre Mohamed Amin
1b Road 199 Entrance from Road 233 Maadi, Degla Cairo -‐ Egypt Tel: 02-‐27547026 Mob: +2 010-‐2405858 Email: [email protected] www.markazegypt.com
Clients: 50% Expats 50% Egyptians
10. Catacomb 3 Rd. 231 Degla, Maadi, Cairo Tel: 02-‐25165285, 0122-‐9833339
http://www.cairo360.com/article/shopping/776/catacomb-‐a-‐mixture-‐of-‐handmade-‐art/
11. Al Qahira Susanne al Masry
6, Bahgat Ali St, Zamalek Tel. 01131333932
12. Marketmix 19, Mansour Mohamed Street 1st floor Zamalek (beside Alfa market) Tel. +2027350366
13. Nomad Gallery
14 Saray el Gezira Tel. +20227362132 https://www.nomadgallery.net/
Market Analysis
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Shop Name Owner
Address
Extra info
14. Razzmatazz
2 Mostafa Kamel St. Maadi Tel:+ 20123012335 [email protected]
15. Townhouse Gallery Gift Shop
Inside Townhouse Gallery Hussein El Me’mar Pasha street Downtown Cairo Tel: 0225768086
Market Analysis
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Interviews for Market Study
Date Time Meeting
7.5.2012 10 a.m. Fustat with Jessica
12 noon Jessica Ball Meeting at office
1p.m. Mounaya Gallery visit
L’oiseau du Nil
8.5.2012 10a.m. Aid for Artisans, Heliopolis
visit to GIZ Cairo office
9.5.2012 11 a.m. CID, Laila Iskander, Zamalek
2 p.m. Yadaweh, Hisham El Ghazar, 6th of October
visit Fair Trade Egypt, Markaz, Mohamed Amin
10.5.2012 10 a.m. Trix van Leeuwen, Maadi
2 p.m. Doris Frei at GIZ office
13.5.2012 all day Visit women in Khalta village with Doris
14.5.2012 11am Glas Blower, City of the Dead
1a.m. Khan Ibn Tulun, Maries
15.5.2012
Meeting at GIZ
Om El Donya
16.5.2012
Adham El-Shirbini, CIDA, 6th of October
17.5.2012
Present project at GIZ office downtown
18.05.2012
Susanne Kuemper (Designer)
20.05.2012 Caravanserei (Shop owner and Design)
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Date Time Meeting
23.05.2012 Essam, Deaf Unit (NGO)
28.05.2012 Madame Mariam, Episco Care (NGO)
28.05.2012 Susanne el Masry, Al Qahira Shop (Shop owner and Designer)
Market Analysis
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10. Appendix 2: Product Cost Calculation
Market Analysis
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11. Appendix 3: Designer CVs
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12. Appendix 4: Minutes of Meetings
Meeting with Aid to Artisans Date of Meeting
7th May, 2012
Participants
Nadia Mahlke (NM),Cora Niebergall (CN),Jeanette Rizk (JR),Jana Lenze(JL), Shereen Shirazy (SS), Perihan A. El Ela(PE),Mohamed Hesham (MH)
Distribution List
Cora Niebergall, Nadia Mahlke, Jeanette Rizk (JR), Jana Lenze (JL)
Location ATA office, Heliopolis
Objective of the meeting
-‐ Obtaining information on ATA’s background, programs and organizational structure
-‐ First exploration of cooperation possibilities Outcomes
-‐ Briefing on ATA’s program and work structure in Egypt(see presentation) -‐ In general ATA is willing to cooperate with GIZ and provide all necessary technical
support required for training women, developing and marketing the product (e.g. at fairs in Paris (September) and Berlin (November).
-‐ Possible cooperation with ATA’ experts as individual consultants in order to fasten the processes, since ATA will be transformed into an NGO and therefore needs approval of all foreign funding by MoSS.
-‐ Initial estimation of costs for production and training with ATA : approx. 10 000 LE (without staff costs )
Next Steps
-‐ Brief ATA on project development -‐ Next meeting with ATA after 2 weeks to discuss further steps -‐ Contact with the NGO Marta Madeya needs to be established
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-‐ Contact between ATA and EconoWin should be established (North Sinai) -‐ IMC for training of technical workers needs to be analyzed
Cooperation with ATA
Market Analysis
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Pro
-‐ Pool of women to be trained is available via existing NGO’s but can also be established according to GIZ needs
-‐ Quick project set up possible as ATA is highly experienced in training women and developing products
-‐ Network of designers , trainers and exporting channels available
-‐ Wide range of ongoing textile projects from which lessons can be learned
-‐ Seemed highly motivated and experienced
-‐ Supervision of the products, support of the artisan in the whole production process (design, costing, pricing etc.)
-‐ Implement quality management by themselves
-‐ Good market knowledge based on
market analyzes for the products that are supported
Create their own market for selling the products (organization of bazars etc. for selling , receiving orders from exhibitions)
Contra
-‐ USAID funding is running out in September, form of continuation of the project not yet clear (agreement with NGO KhayaIrada*), started applying for funds
Until now ATA works only with already established artisans improving their production and marketing. It does not develop project ideas from the start.
-‐ No micro-‐finance support) for artisans established until now
-‐ ATA cannot take on the ownership on a long term
-‐ Ownership of designs developed by the designers assigned by ATA is not handed over to the artisans and stays property of ATA itself. To be clarified: how will the
newly established NGO solve this problem?
JL, April 7th, 2012 *no website yet
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Meeting Textile Project Date of Meeting
May 10th, 2012
Participants
Nadia Mahlke (NM), Cora Niebergall (CN), Doris Frei (DF), Jeannette Rizk (JR), Jana Lenze (JL)
Distribution List
Nadia Mahlke, Cora Niebergall, Jeannette Rizk, Jana Lenze
Location GIZ office, Downtown
Objective of the meeting
-‐ Collecting information from DF about patchwork production and costing for the market analysis of JR.
-‐ Exploring potential of Fayoum as a project location Obtaining information on the current work status of DF
Outcomes
-‐ Mutual briefingon the current status of the market analysis and possible project set-‐up
-‐ Sewing training manual of DF progressing -‐ DF presents her idea of producing patchwork sleeping bags in Fayoum:
About 20 Bedouin women are available for sewing, highly motivated Both production and selling of sleeping bags possible in Fayoum Target group: Tourists visiting the desert Further place for selling the sleeping bags in Sinai: Souvenir shop of Hani Zaki DF would supervise the project
To do’s
-‐ Visit of DF in Fayoum on Sunday, May 13th -‐ Criteria should be developed for selection of potential partners for the projects
promoting women working in the textile sector
JL, May 10th, 2012 Visit of Yadawee
Market Analysis
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Date of Meeting
9th May, 2012
Participants
Jeannette Rizk (JR), Hisham El Gazzar (HG), Jana Lenze (JL)
Distribution List
Nadia Mahlke, Cora Niebergall, Jeannette Rizk, Jana Lenze
Location Yadawee office, 6th of October City
Objective of the meeting
-‐ Identification of marketing and cooperation network possibilities -‐ Analysis of supply and demand of patchwork/handcrafted Egyptian products
Outcomes
-‐ Briefing on HG’s background and his activities -‐ HG presented his own project idea to build up a training center for Egyptian
handicraft in Dakhla: He already founded a NGO for implementation and started applying for funds.
-‐ CIDA* has already implemented a program for job creation in the handicraft sector -‐ Briefing on the current market situation in Egypt as well as the export market and
market strategies to overcome the selling problems (presented in the report of JR)
Next Steps
-‐ Type of cooperation with HG as a potential partner should be defined -‐ Potential partner with whom HG can be linked should be identified
Cooperation with Yadawee Pro Training:
Contra
-‐ Not available
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Production:
-‐ Yadawee is dedicated to implement the principles of Fair Trade
-‐ Supports artisans in their production process
Design
-‐ Network of designers available Marketing/Selling
-‐ Network for selling is available for both local and export market
-‐ Good knowledge about the local market
-‐ Market strategies are already developed in order to overcome selling problems
-‐ Quality control and management system in place
-‐ High knowledge in cost monitoring and export and pricing, especially for export
-‐ Wide range of products is available
-‐ Able to take up ownership
-‐ Designs of Yadawee’s products mainly oriented towards Italian and Spanish market
-‐ Mostly export oriented
JL, May 10th, 2012 *Canadian International Development Agency
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Meeting in Khalta vilage Date of Meeting
13th May, 2012
Participants
Jeanette Rizk (JR),Jana Lenze(JL), Doris Frei (DF)
Distribution List
Cora Niebergall, Nadia Mahlke, Jeanette Rizk (JR), Jana Lenze (JL)
Location Khalta Village, Fayoum
Objective of the meeting
-‐ Obtaining information on ATA’s background, programs and organizational structure
-‐ First exploration of cooperation possibilities ____________________________________________________________________________________
1.1 Khalta village is situated about 2 hours drive south west of Cairo in the Fayoum governorate.
The village has a population of about 3000. The main families in the village are called: El Da’afa (Bedouin) El Gardawy (not Bedouin) Abou Ma’abad (Bedouin) El Hushy (Bedouin) Several women from the village Khalta had approached Doris Frei, a resident of the neighbouring village Tunis, with the request that she teach them sewing and help them to improve their work so that it can be sold to people in the village as well as to tourists who go camping in Wadi Hitan. This request was brought to the attention of Wishing to explore the possibility of funding this start up project in order to promote women doing textile work from home, an initial meeting was organized. 15 interested village women and a few men met with us and showed that there is much enthusiasm and interest to receive formal training and begin producing handicraft items for sale. The women showed us handicrafts that they had made. What they lacked in design skills they made up for in creativity. The women represented several families and tribes but are headed up by ‘El Deefa’
Market Analysis
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Bedouin tribe. The head of El Deefa tribe is called Abd Elaaty Gaber, he had 7 wives and 28 children. The extended family lives in the street that they propose to have the training room in. The house belongs to the youngest, 7th wife, it is a room with a separate entrance from the street. Proposed workshop hours: 10am to 2pm The women would like to work together at the workshop. “ Fi raghba lilta’alim” Five women already have a sewing machine but a complete list of women who have a sewing machine and who would like to participate in the training wil be compiled and given to Doris. Handicrafts already produced in the village and sold to others in the village at the local shops:
6. woven scarves and bags 7. crochet doylies and bags 8. glass paintings 9. handbags (beaded, only produced by men) 10. dolls and stuffed animals
One of the talented people in the town is a teacher called: Sheikh Hafez He is willing to teach the women beading and everything else he knows. Items to be added for the training room: Item Aprox. cost Heater 600 L.E. Washing machine 2500 L.E. Laundry line 200 L.E. Cupboard for storage of fabric and work materials
1500 L.E.
JR, May 13th, 2012
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Meeting Episco Care Date of Meeting
28th May, 2012
Participants
Trix van Leeuwen (TL), Madame Mariam Ibrahim (MI) , Susi (Trainer), Nadia Mahlke (NM), Cora Niebergall (CN), Jana Lenze (JL)
Distribution List
Nadia Mahlke, Cora Niebergall, Jeannette Rizk, Jana Lenze
Location Bulaq Centre, All Saints Cathedral, Zamalek
Objective of the meeting
-‐ Obtaining information on Episco Care’s background, sewing training structure and textile production
-‐ Exploring cooperation possibilities
Outcomes
-‐ Basic information on Episco Care
• Established in 2003 as a legal body running the development sector within the Episcopal/Anglican Diocese of Egypt.
• Taking a participatory approach with the target communities by recruiting and training members from the local population. Build the capacity of local leaders who are responsible for the specific needs of the community.
• Funded 90% by donations(USAID, National Bank of Egypt, churches, etc.) • Currently 99 social workers and 100 volunteers are working in the
programs • Permanent development centers are established in six areas: Ain Shams,
Bulaq, Madinat al Salam, Minufiyah, Ras Sadat (=Alexandria), Suez Eidbinal.
• Advocacy program for income generation is established (since 3 years) to raise the awareness of women with regard to the advantages of income generating activities via trips, public meetings and seminars, etc.
To do’s
-‐ A list should be prepared and to be sent to MI with recommendations to improve
Market Analysis
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their textile products in terms of design and in order to develop marketing strategies and cooperations with possible marketing outlets.
Pro Contra Target Group
-‐ Outreach to beneficiary women is around 6.000 women in every of the six areas.
-‐ Advocacy program is in place to motivate women to participate in the projects for income generating activities
-‐ Both Christian and Muslim women are participating equally in the programs
Training
-‐ Experience in implementing sewing training,
-‐ Provision of facilities (sewing machine, training and production room available)
-‐ Capacity to train women long term -‐ Provide training in sewing, cross
stitching, flat stitching etc. -‐ Community centers have a good
reputation within the community Production
-‐ Quality control system is already in place in regards to finishing of the products. Women get paid according to the quality of their produced items
-‐ Accountant system is in place (the women get paid monthly, every produced item is documented)
-‐ Only one trainer available in Cairo for each technology. No information available about the other centres.
-‐ Challenge: a lot of women are not able to produce according to the high quality needs/standards
-‐ Designs are developed 10 years ago and therefore old-‐fashioned
Market Analysis
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Design
Marketing
-‐ Quality control system is in place, especially in regard to finishing
-‐ Lack of marketing outlets and
distribution channels, they do not have enough work for the women (sale only in churches, bazars, etc.)
JL, May 28th, 2012 Meeting Deaf Unit Date of Meeting
23th May, 2012
Participants
Trix van Leeuwen (TL), Esam , Nadia Mahlke (NM), Cora Niebergall (CN), Jeannette Rizk (JR), Jana Lenze (JL)
Distribution List
Nadia Mahlke, Cora Niebergall, Jeannette Rizk, Jana Lenze
Location Vocational Training Center of the Deaf Unit, Old Cairo
Objective of the meeting
-‐ Exploration of the Deaf Unit for potential cooperation possibilities -‐ Obtaining information on existing training structures
Outcomes
-‐ Briefing on the activities of the Deaf Unit and the Vocational Training Center -‐ Briefing on challenges in the textile production of the Deaf Unit regarding
marketing, design development, etc.
Basic information on the Deaf Unit
• Established in 1982 as a ministry of the Episcopal Church • Vocational Training Center established workshops in 1988 for carpentry,
sewing and metalwork • Esam works for 23 years for the deaf Unit as manager of the training
Market Analysis
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center • The sewing workshop involves 14 women and focus mostly on
khayameyya production, but also bed sheets, towels, etc.
To do’s
-‐ A list of potential shops with which the Deaf Unit can cooperate should be compiled and send to EL
-‐ Visit of the Bulaq Community Center in Zamalek should be arranged to explore further cooperation possibilities
Pro Contra Training
-‐ Experience in implementing sewing training,
-‐ Provision of facilities (sewing machines, training and production room available)
-‐ Capacity to train women long term -‐ Train different sewing techniques
(carpentry, khayameyya) Production
-‐ Location for production is provided for the women in the Deaf Center
-‐ Access to necessary materials is provided
-‐ Quality management system and control in regards to finishing is in place→ Textile products have already very high quality
-‐ Production at home is possible (currently 5 women are working in the Center, 3 women are working at
-‐ Target group for sewing training and production is very small as they only address to deaf people (only 8 women are currently working for the DEAF Unit in the textile production, reach-‐out through the Deaf Club for families).
-‐ Further challenges regarding the training are gaining women to participate in the training and later production process as they often lack motivation
-‐ They probably outsource the place of production to 6th of October.
Market Analysis
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home) -‐ Have already wide range of
products Design
-‐ Designs are already available -‐ Supervisor is available who matches
the colours according to customer needs
Marketing
-‐ Quality control and management system is in place
-‐ Weak selling possibilities are existing (sale in their own shop as well as on bazars, church in Zamalek/Maadi and in Fustat)
-‐ Designs are mostly old-‐fashioned and could be more developed and adapted in order to attract well paying customers
-‐ They lack of marketing outlets and have problems to get orders for their products→ network for selling is highly needed
-‐ A responsible person for sale should be found to assist Esam in marketing issues.
JL, May 10th, 2012
