SWOT ANALYSIS

Introduction
alrehab was the initiator of the idea of constructing a city in desert she took the

cream of the idea talaat Mostafa projects become a brand that is distinguished from all others, they image it with quality & consistency to the extent that customers are willing to pay more for this brand ,so they compete efficiently with other cities due to continuous analysis of the competitors environment & having a unique competitive advantage

Competitive advantage
alrehab differentiate their city than their

competitors by offering a city that includes everything they need to live different lifestyles from any other district in Egypt in a very healthy atmosphere they build this image of clean air & more green areas their market positioning is there slogan which is a new vision for living in Egypt &a logo consist of green trees & colorful buildings.

Key factors of success

it is one of the companies of talet mostafa group

they had professional marketers that made mkting decisions that serves companies goals & strategies & interrelating all the companies department to reach these goals . alrehab is one of the leaders in the construction field they build strong relationship with their suppliers & their suppliers consider them gain because ot the huge quantity purchased by the company they have different suppliers that supplied them with various construction materials with appropriate quality with affordable prices.

KFS
So there kfs are : A superior knowledge and/or relationship base

(e.g. Relationship with marketing intermediaries Technology, detailed customer knowledge, trade relationship, technical experts, political links) A superior resource base (e.g. financial structures, the breadth of geographic coverage, marketing and manufacturing flexibility, image/reputation)

STRENGTHS
City that covers huge area & offer different

kinds of housing that is affordable(payments in cash & credit payments) for different mkt segments (apartments & villas). City that offers all comprehensive services to cater for all needs of its residents .( Five Language schools, Health & Emergency Medical Services, Commercial areas containing a wide array of shops to fulfill all the daily shopping ,A large Sports & Social Club, regular buses to and from the city, interior police and fire stations, A 24 hour maintenance service)

STRENGTHS
City that there residential area is

characterized by unpolluted air and green areas. A superior knowledge and/or relationship base A superior resource base

WEAKNESS
The city became very crowded that handling various services has become less efficient eg: buses is insufficient for residents which highlight a weakness point that elrehab hardly to be accessible with the scarcity of buses.

Safety problem has aroused because of the

commercials areas & the varieties of shopping mall & branded shops allow any outsiders to enter the city.

In addition to the city expansions made security

hardly illegible to serving the residents causing a lot of theft activities happening lately.

WEAKNESS
Due to the increasing demands,

apartment/villas prices have become overly expensive in relation to other city areas(competitors) that are still favorable to the Egyptian house-seekers. They partially lost the good relationship they have with the Government, because of the personal crisis of Talaat Mostafa.

OPPORTUNITIES
The speedy performance of building the city

blocks and on time delivery gained positive word of mouth and perception, in which they can penetrate the Egyptian market (madanty). Their positive outcomes can represent market asset base for they become alluring to other investors and accordingly create can strategic alliances to penetrate the middle east market as well.

THREATS
Although El Rehab City was the first to take the initiative and encourage people to go to the

desert, and successfully achieved their plan, meanwhile this has lead to also encourage other investors to invest in the desert and start building other compounds and cities that form now a competition over el rehab city. Competitors offer lower prices while offering same services (dream land). City Crowds made some of the city residents want to shift or consider other alternatives.

THREATS
Also crowds made prospective customers to

doubt in the consistency of El Rehab management in providing the same level of services. The personal crisis of Talaat Mostafa has indirectly affected the company for people became skeptical of the managements efficiency to fully run the business.

STRENGTHS VERSUS OPPORTUNITIES

The speedy performance of building the city

blocks and on time delivery gained positive word of mouth and perception, in which they can penetrate the Egyptian market (madanty). Their positive outcomes can represent market asset base for they become alluring to other investors and accordingly can create strategic alliances to penetrate the middle east market as well.

STRENGTHS VERSUS THREATS

As elrehab attracts other investors they cam

go for partnership or joint ventures to convert those competitors to partners. Further Expansion made by elrehab to offset crowds & offering enough facilities & services that eliminate the feeling of the crowd to their residents. Extra marketing activity to enhance the image of talaat group ( press releases sponsorship, special events)

WEAKNESS VERSUS OPPORTUNITIES

Searching for new land that is less expensive

& constructing new cities with lower prices to compete with others that offers same services with lower prices. Making partnership with foreign investors that add value to elrehab in terms of higher technology, better image worldwide, more marketing and manufacturing flexibility that will fix their image in front of the publics & retain their relationship with government.

WEAKNESS VERSUS THREATS

Spending more on services to satisfy their

current customers gaining positive word of mouth eliminating the doubts of prospective customers. Extra marketing activity to enhance the image of talaat group ( press releases sponsorship, special events) & go for partnerships .