___________________

ICON - Marketing
News Letter
January 2006
www.iconegypt.com
Eng. Magdy Imam Sales and Marketing Manager Eng Ahmed Enaba Editor: Eng.
Marketing Team.

• Letter from the Chairman

• Icon News
• Unpublished articles and views
• Concepts of TQM
• Icon Marketing Campaign
• Invitation letters
• Your participation
• Customer corner
• Product information and developments
• What's up in latest industry News?

Icon News

1. Icon is conducting a major client satisfaction survey among its existing and potential buyers.
The aim is to improve service provided and increase customer awareness of the company's range
of products.
2. Two new staff joined Marketing team to add to total client satisfaction and meet expansion
objectives.
3. Icon Egypt participation in Inter build Expo 2005 and results evaluation.
4. Unitel welcomes government agencies concerned with export markets to cooperate with
information market data and valuable reports and analysis
5. Icon is cooperating closely with Expo link to update its services and communication marketing
tools especially in overseas markets
6. www.iconegypt.com goes under major improvements as per recommendations from Icon
management.
7. Strong participation in private and government tenders is under taken with recommendations
from Icon General Management. www.monakasat.com and other portals are being utilized by
marketing team to assist in reaching destination goals.

1
ICON SEMINAR
Dear Client;

You are cordially invited to attend REMOTE HOUSING AND LIVING SEMINAR
conducted at our site premises in Wadi Houf – Helwan next month Feb 2006. The
aim of this seminar is to increase awareness of effective energy preservation
techniques and their positive impact on enhancing productivity in living remote
areas.

Guest Speakers: Icon Chairman

Guest Speaker: Director, Chamber of Commerce and Industry.

Seminar Instructor: Icon General Manager; Icon Sales and Marketing Manager.

Please fill out space below to register. This seminar is free of charge.

Yes, I would like to attend Icon Reception Seminar.

Name: _______________________________________________________________

Contact Number: _____________________________________________________

Company Name: ______________________________________________________

Address: ____________________________________________________________

Comments: ___________________________________________________________

ICON INDUSTRY SEMINAR

The SEMINAR will be conducted on Thursday Feb.27, 2006 @ 11:00 AM

Lunch will be served @ 1:00 PM

Seminar will be closed 2:00 PM

Client participation is welcomed.

Please send your reservations as early as possible.

Seminars schedule for 2006

Alexandria Functions:
FY 2006
Faculty of Engineering March
Arab Academy for Maritime and Technology April
Faculty of Commerce April
Engineering Syndicate May
Rotary club June
National Democratic Party NDP July
Chamber of Commerce August

2
Cairo Functions:
FY 2006
Exhibitions Center – Nasser City September
Faculty of Engineering-Ain Shams October
Mina House – Giza November

ICON Helwan Facilities

FY 2006

ICON H O Premises December

Training programs for 4 weeks will be conducted in July 2006. Participation fees LE
100 per pax.

Welcome Regional Distributors

ICON welcomes regional distributors to become working partners and contribute to

successful marketing functions. The company offers financial support with excellent
credit facilities to outstanding performers. Applications may be collected from our
accounts department Manager.

Regional service companies are also invited. Full product training and technical back
up is guaranteed.

3
 ICON
_____________________________________________________________________
Mohamed E Al Bakry
Daily Report
Date: October 6, 2005

Main points

Web page re-design-purchasing dept.

CD promotion materials-tender 5 companies/ purchasing dept.
Prepare seminar technical materials-Design department.
Correspondences
Planning Interstate / Delta / New Cities /Sudan / Libya visits.
Review Shaker and Essam Plans.

Date: October 9, 2005

Marketing plan
Main points for next meeting:

1. Analyzing Marketing Opportunities

2. Managing Marketing Information and Measuring Market Demand
3. Scanning the Marketing Environment
4. Analyzing Business and Industrial Markets and Business Buying Behavior
5. Identifying Market Segments and Selecting Target Markets
6. Developing Marketing Strategies
7. Differentiating and Positioning the Market Offering
8. Developing New Products
9. Managing Life – Cycle Strategies
10. Design of the Market Strategies for leaders/challengers/followers
11. Designing and Managing Global Marketing Strategies

4
 Planning Marketing Programs
1. Managing Product Lines, Brands, and Packaging
2. Managing Service Businesses and Product Support Services
3. Designing Pricing Strategies and Programs
4. Selecting and Managing Marketing Channels
5. Managing Market Logistics
6. Designing and Managing Integrated marketing Communications
7. Managing Advertising, Sales Promotion, and Public Relations
8. Managing the Sales Force
9. Managing Direct and Online Marketing

Managing the Marketing Effort

Organizing, Implementing, Evaluating, and Controlling Marketing Activities.

Marketing Plan for ICON New Staff

Action Plan Time Frame/ Concluded Results

Local markets

Preparations
1. Identify product range
2. Identify market environment
3. Identify ICON Organization structure 2 weeks
4. Introduction letters
5. E mail messages
6. Prospective buyer's visits
7. Conduct Customer Satisfaction Survey
8. Collect marketing information
9. Build Data Base
10. Utilize ICON ACT program
11. Follow up repeat buyers
12. Follow up INTERBUILD 2005 accounts
13. Canvassing Nubariya/Ismaliya/Menya/Assuit/Al Borg/Sadat/Ramadan/October/Badr / Oboor
/others
14. Ministry of Industry/Information/Defense /Foreign trade info sources
15. Update www.ICONEgypt.com and promotional CD and Catalogues.
16. Evaluate different advertising media 0-18 weeks Market Coverage

Executing the sales function

1. Targets Setting in view of preparatory plan
2. Delivering the product to buyers
3. Monitor achievement against targets
4. Correct deviations from plan
5. Review pricing policy
6. Review production material inputs
7. Review designs and services provided
8. Continuous Improvement as per ISO 9002 / 2000 Compatible Quality System
9. Revisions as per top management instructions
10. Comments and analysis 0-52 weeks Perform budgets

GM Comments:
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________

5
 Main Points

Telephone calls to prospective clients

1. Audit report on quality procedures in sales & marketing department
2. MARKETING IDEAS: "ICON ...Taking Egypt to a major leap" Post Card Design.

Sales Dept. Quality Audit Report.

Item Description Compliance Yes NO %

1. Availability of Quotations Procedures

2. Sales finance procedures
3. Preparation and manufacturing support procedures
4. Work Instructions-Data base-clients follow up
5. Suppliers data base and follow up
6. Correspondence work instructions
7. Manufacturing work order
8. Sales register and operations
9. Operation data sheet
10. After Sales Support Procedures
11. Quotations Procedures
12. Sales Finance Procedures
13. Correspondence IN / OUT
14. Work Instructions
15. Data base for suppliers and clients
16. Correspondences
17. Work order requisition form
18. Failure / Mal functions Report
19. Consultation
20. Training of Clients
21. Maintenance and Repair activities
22. Authority
23. Quotations Procedures
24. Site inspection procedures
25. File Keeping, sorting, and electronic labeling
26. Work instructions
27. Incoming calls from outside the company
28. Data base creation and updating of clients and suppliers
29. Correspondences
30. Forms
31. Visit Report
32. Call Report
33. Site inspection procedures
34. Site measurements procedures
35. Material handling or packaging proposals
36. Repair estimates
37. Timing
38. Data entry
39. Computer stamping
40. Control
41. Evaluation
42. Constant revisions
43. Continual improvement

6
44. Comments:
__________________________________________________________________
45. Total Score:

Contracts Department Audit list:

Item Description Compliance Yes No %
46. Contract approval, authorization, and legalization
47. Authorized sales contract are defined for revisions
48. Discussions over customer clarifications and solving disputes
49. Documentations are safely kept under defined personal
50. Comments:

Subcontractors or Suppliers Capability Questionnaire.

1. Part 1: General

Company Name:
Company Status: PJSC/Investment/Private/Public State Owned Enterprise
Register Office
Address
CEO Name
Office Tel
Fax/Telex/E mail:
Plant Factory
Contacts tel
Fax/E mail:
Total sqr area
Utilized
Unutilized
Total number of employees
Management
Technicians
Administrative
Other
Manufactured products
Start production date

Part 2: Technical
Details on manufactured goods
Batch no.
Type
Description
Past 3 years production

Are your products being tested by any certified body or agency? If yes, please mention
details and list certificates and testing reports

Foreign cooperation
Covered products
Name and address of collaborator
Machinery details
List major items of machinery and tools related to manufactured products
Quality Assurance
How quality assurance operations are being taken? Please describe these procedures and
coherence with existing managing director.
Are quality assurance procedures written and documented
Please provide quality handbook.

7
Is there an existing R&D department or activities?
Please provide details of infra structure and lab testing facilities.
How raw materials being inspected and tested together with purchased items
List lab equipments
Agency support
Name of testing agency
Final products inspection and control
Major clients
Name and addresses
Products
Past 2 years sales
Future Expansion
Program
New machines installed
Other information

Part 3: Commercial
Banks
Names and addresses
Year to date running assets
Year to date liabilities
Please attach copy of closing profit loss statement for the last 3 years
Fixed assets
Gross sales in last year
Job in hand values
Working capital
Sources of finance
Credit limits as fixed by lenders
Guarantees available
Time
Application
Performance bonds
After sales service
Comments
I hereby witness that all information are true and accurate to the best of my knowledge.
Name
Occupation
Location
Date
Signature
____________________________________________________________
Marketing Department Issues.
• New Products proposal
• Waste management processing plants
• Identity cards for Staff
• Client mailing list
• ACT Marketing Directory
• Telephone Directories for GCC chamber of commerce and industry
• Introduction letter to clients
• 4 trainees from ministry of labor requested
• Water filter
• Company car staff finance scheme
• Computer & internet connection
• Separate telephone line
• Embassies correspondences
• Ministry of foreign trade

8
 • Visas for Export markets
• Exhibition lists 2005/2006
• Yellow Pages directories 2006
• Compass directories Dubai 2006
• Representatives in Regional Export Markets
• Premium finance Card
• Renew Visa Card
• Light Furniture Offer submitted
• Expo 2005 follow up
• Customer Survey
• Mass production plans for hi consumption goods
• ISO 9002/2000 Certification – SGS
• Sunday weekly meeting 9:00 AM
• Distributors policy in Upper Egypt, Sinai, and Matroh
• Promotional plans: Draw for grand prize-Participants of client satisfaction survey
• Customs tariffs and Sales Tax refund for exports
• News Letter as indicated by GM
• Update Web Site and CD
• Mapping.
• Rotary club membership and Rotary Act.
• Cold Prospects: Royal Foam
• Cold prospects
• Collect new industrial licenses data from Ministry of Industry-Garden City
• Collect new projects permits data from new city halls
• Up date Directories
• Follow up Gulf Consultants
• Build up new web page news letter

Time Table: To be planned.

Design Team
Estimation Department
Ware houses and Storage
Factory Tour
Accounts Manager
Purchasing Team
Public Relation Officer

SMM demonstrated full range of products

SMM demonstrated pricing procedures
SMM demonstrated production stages through factory tour
SMM assigned pre qualifications layout to MEB

9
 Introduction to Total Quality Management T Q M

Report Submitted to:

Executive General Management

By

Mohamed E Al Bakry
Marketing Manager

Points of discussion:

The Nature of Quality and Productivity

1. The Meaning of Quality
2. Quality and Productivity
3. Levels of Productivity
4. Productivity trends
5. Improving productivity

The Importance of Quality

1. Quality and competition
2. Quality and costs
3. Quality and Long Term Effectiveness

Improving Quality: Strategic initiatives

1. The T Q M Philosophy
2. Using T Q M

Improving Quality: operational Techniques

1. Statistical Quality Control
2. Benchmarking
3. Speed and Time
4. Flexibility

ISO 9001/2000
Quality costs

Summary

10
 Q uality refers to the total set of features and characteristics of a product or service that bear on its
ability to satisfy stated or implied needs.

Quality can be assessed both in absolute and relative terms. Quality is closely linked with
productivity.Productivety, in turn, can be assessed at several levels. The growth rate of productivity in
Egypt, for example, is falling behind that of other countries.

There are several techniques managers can use to boost productivity.

Quality is important for several reasons. The three most important reasons are because of its role in
competition, in reducing costs, and in improving long – term effectiveness.

Total quality management, or TQM, represents the fundamental strategic initiative organizations can use
to enhance quality.

T Q M relies on a strategic commitment and uses employee involvement, methods, materials, and
technology.

Organizations should implement TQM gradually.

There are also several operational techniques organizations can use to boost quality.
These include statistical quality control, benchmarking, speed and time, and flexibility.

The Manager's Vocabulary

Quality term Notes

Product quality Refers to the quality of a real or tangible item
Service quality Is the quality of an intangible service
Quality Is the total set of features and characteristics of a product or service that bear on its ability to
satisfy stated or implied needs? Quality can be assessed in both absolute and relative terms
Productivity
Individual productivity
Unit productivity
Company productivity
Industry productivity
Country productivity
Overall productivity
Total factor productivity
Labor productivity
Absolute quality
Relative quality
Total quality management
Statistical quality control
Benchmarking
Speed and time
Flexibility

Dimensions of quality

Dimension Explanation____________________

1. Performance A product's primary operating characteristics .Examples are

automobile acceleration and a television set's picture clarity.

2. Features Supplement to a product's basic functioning characteristics, such as

power windows on a car

11
3. Reliability A probability of not malfunctioning during a specified
period.

4. Conformance The degree to which a product's design and operating

characteristics meet established standards

5. Durability A measure of product life.

6. Serviceability The speed and ease of repair

7. Aesthetics How a product looks, feels, tastes, and smells

8. Perceived quality as seen by a customer

_____________________________________________________________________
Source: Based on data in David A Garvin, "Competing on the Eight Dimensions of Quality," Harvard
business Review November/December 1987

Quality and Productivity

Productivity
Is a measure of efficiency that indicates what is created relative to the resources used to create it?

The Quality- Productivity Cycle

1. Improved quality…

2. Cuts defects and lowers costs which results in…

3. Improved productivity

4. Improves methods and processes, which result in…

5. Improved quality.

Levels and forms of Productivity

Productivity can be assessed at several different levels, including individual, unit, company, industry, and
country

Levels of productivity

1. Individual productivity

2. Unit productivity

3. Company productivity

4. Industry productivity

5. Country productivity

12
Forms of productivity include overall productivity and labor productivity...

Productivity is important because of its impact on profitability as well as on our quality of life and
standard of living.

Productivity trends

Improving productivity

Methods for improving Productivity

Through operations and management through motivation and involvement

Improve technology and facilities Increase training

Increase research and development Increase employee participation

Spending

Adopt automated and robotic systems Improve reward systems

Enhance speed

Enhance flexibility

Methods of Improving Productivity

The Importance of Quality

The basic factors that determine its importance are competition, cost, and long – term effectiveness.

Quality and Competition

Quality and costs

Providing quality products and protecting the environment can go hand- in -hand

Quality and long – Term Effectiveness

Organizations have found that they can actually boost profits in the short run by neglecting research and
development, by using cheap materials, and by cutting corners. But over time these measures often come
back to haunt these organizations as their reputations slide and as customers come to shun their products.

Improving Quality: Strategic Initiatives

Total quality management, or TQM, is a strategy to improve product/service quality on a continuous

basis.

13
The T Q M Philosophy

The basic components of a TQM strategy are illustrated here.

Strategic commitment

_________________

Employee Involvement Materials Methods Technology

Improved Quality

______________

Strategic commitment

Total quality management is achieved through a combination of strategic commitment, employee

involvement, materials, methods, and technology.

Employee Involvement

Materials

Methods

Technology

Using T Q M

Phase 1
Train heavily, promote team work but do not adopt self – managed teams; emulate competitors; choose
suppliers on price and reliability; focus on learning about quality.

Phase 2

Encourage workers to be more efficient; emulate market leaders and selected world class companies;
choose suppliers on the basis of quality first and price second; move toward making quality a part of
culture.

Phase 3

Implement self managed work teams; promote self training; emulate world class companies only; choose
suppliers on the basis of their technology and quality; make continuous quality routine business.

Improving Quality: Operational Techniques

Implementing T Q M

Statistical Quality Control

14
 Statistical quality control is a set of techniques for improving quality

Benchmarking

Benchmarking is the process of finding out, in a legal and ethical manner, how other firms do something
and then either imitating or improving on it.

Speed and Time

Speed and time refer to how long it takes the organization to do something.

Increasing the Speed of Operations

Flexibility

Quality Improvement Questionnaire

Preparing the Fishbone Chart

The fishbone technique is usually accomplished in the following six steps

.

1. Write the problem in the head of the fish

2. Brainstorm the major causes of the problem and list them on the fish" bones"
3. Analyze each main cause, and write in minor sub causes on bone sub branches.
4. Reach consensus on one or two of the major causes of the problem.
5. Explore ways to correct or remove the major cause
6. Prepare a report or presentation explaining the proposed change.

___________________________________________

Concluding Cases
MEB/I M S /18122002

Why think global?

Atom cluster effect exhibiting the fact that all world issues are interrelated

Dec.20, 2002-12-20
MEB/IMS/20122002

15
16
Draft International standard ISO / DIS 9001
____________________________________________________________________________________________

ISO
Quality management systems – Requirements

(Revision of ISO 9001: 1994, ISO 9002: 1994 and ISO 9003: 1994)

Systems de management de la qualite' – Exigences

_________________________________________

Management responsibility
0 Introductions
0.1 General
0.2 Process approach
0.3 Relationship with ISO 9004
0.4 Compatibility with other management systems

Quality management systems – Requirements

1 Scope
1.1 General
1.2 Permissible exclusions

2 Normative references

3 Terms and Definitions

3.1 Product

4 Quality management systems

4.1 General requirements

4.2 General documentation requirements

5 Management responsibilities

5.1 Management commitment

5.2 Customer focus

5.3 Quality policy

5.4 Planning
5.4.1 Quality objectives
5.4.2 Quality planning

17
5.5 Administration
5.5.1 General
5.5.2 Responsibility and authority
5.5.3 Management representative
5.5.4 Internal communication
5.5.5 Quality manual
5.5.6 Control of documents
5.5.7 Control of quality records

5.6 Management review

5.6.1 General
5.6.2 Review input
5.6.3 Review output

6 Resource management
6.1 Provision of resources
6.2 Human resources
6.2.1 Assignment of personnel
6.2.2 Training, awareness and competency

6.3 Facilities

6.4 Work environment

7 Product realizations
7.1 Planning of realization processes
7.2 Customer – related processes
7.2.1 Identification of customer requirements
7.2.2 Review of product requirements
7.2.3 Customer communication

7.3 Design and / or development

7.3.1 Design and/or development planning
7.3.2 Design and /or development inputs
7.3.3 Design and/or development outputs
7.3.4 Designed or development review

7.3.5 Design and/or development verification

7.3.6 Design and/or development validation
7.3.7 Control of design and/or development changes

7.4 Purchasing
7.4.1 Purchasing control
7.4.2 Purchasing Information
7.4.3 Verification of purchased product

7.5 production and service operations

7.5.1 Operations control
7.5.2 Identification and traceability
7.5.3 Customer property
7.5.4 Preservation of product

7.6 Control of measuring and monitoring devices

8 Measurement, analysis and improvement

18
8.1 Planning

8.2 Measurement and monitoring

8.2.1 Customer satisfaction
8.2.2 Internal audit
8.2.3 Measurement and monitoring of processes
8.2.4 Measurement and monitoring of product

8.3 Control of nonconformity

8.4 Analysis of data

8.5 Improvement
8.5.1 Planning for continual improvement
8.5.2 Corrective action
8.5.3 Preventive action

19
 _______________________________
Mohamed E Al Bakry / IMS/ 22122002

Bibliography

Annex a (informative) Correspondence between ISO DIS 9001:2000 and ISO 14001:1996

Annex B (informative) Correspondence between ISO /DIS 9001:2000 and ISO 9001:1994

BS 6143

Guide to the determination and use of quality related costs

Foreword

0. Introduction

1. Scope

2. References

3. Definitions
3.1 Payroll costs

4. Identification of costs data

5. Quality cost reporting

6. Operating the quality costing system

7. Pilot study
7.1 Procedure
7.2 Quality costs elements

8. Costs data
8.1 Collection of costs data
8.2 Cost data sources
8.3 Data tabulation

9 Quality costs trend analysis and reporting

10 Application of business management to quality costing

10.1 Introduction
10.2 Identification of critical areas

11. Recommendations

20
 Table 1. Example of breakdown of quality costs by element code

1. Prevention costs
2. Appraisal costs
3. Internal failure costs
4. External failure costs

Business Development Plans

Sales And marketing Plans
Few points for discussions:

1. Market survey: Explore needs and wants of both repeat and new potential clients
2. Phones calls / mailing shots / personal interviews
3. E commerce and web hosting: Review suitability and effectiveness
4. Exhibitions: Review exhibits policy for maximum exposure
5. Define target markets – segmentation for local and export market
6. Define representative overseas policy
7. Advising media: Goals to be achieved in light of budgets
8. S & M costs: traveling expenses
9. Determine motivation policy and sales incentive scheme

Introduce new complementary products

Review existing designs
Integration for expansion
Review costing and pricing with tendering department
Material plus labor concept as a tactical strategy to knock down competition
Consider Service workshops as profit independent business centers
Cost centers to be rewarded on cutting costs
Free hand authority for individual managers to run business units
Introduce new finished products to integrate with existing product line
Enhance sales work force and focus on customer satisfaction
Mapping / telesales / e sales / e communications

Exports
Regional visits – geographical representation – communications with exports promotional agencies
locally and abroad
Forwarding the goods
Maps
Technical and commercial dictionary
Library for shipping and cargo agencies
Correspondence with customs for draw back duties
Draw back duties to cut down imported material costs
Commissions
Warranty claims
Subsidy
Selling to governmental agencies

Communications
Free fax line
International telephone lines
Mobile phones
Passenger vehicles for mobility
PCs

21
Intelligence

Reginald markets information gathering

Personal contact
Economic Intelligence Unit
Specialized magazines
Internet research

Banks
LC procedures
Back to back payments
Incentives from export banks
Review bank opening LC instruction
Which export bank should I consider?
Facilities and services
Others
Liquid cash investments
Fund management for employees
Investment vehicle

Beating completion
Winning the contract
Dealing with insiders
Politics
Games
Others

Dec24122002

Q uality Assurance

BSI Handbook 22: 1981

22
British Standard Institution

Contents

BS 4778
Glossary of terms used in quality assurance
(Including reliability and maintainability terms)

Forward
Section one. General

Section two. Basic terms

Quality
Quality assurance
Specification
Product and service quality determinants
Product and service quality measures
Quality achievement of products, services and
organizations
General terms: material objects

Section three. Management

Quality management
Economics
Safety
Probability

Section four. Design

Quality at the product specification or design stage
Design for manufacture and construction
Design for reliability
Design for use and maintenance

Section five. Manufacture and construction

Quality control in manufacture and construction
Tolerances
Section six. Inspection and test
Section seven. Sampling and decisions

Section eight. Certification

Section nine. Quality deficiencies

Section ten. Reliability

Section eleven. Maintainability

Section twelve. Maintenance

Maintenance time periods and characteristics

Section thirteen. Availability

BS 4891
A guide to quality assurance

General principles
Management objectives
Programmed and planning

23
Principles of control
Design / specification control
Purchasing control
Manufacturing / production control
Marketing / servicing
Documentation
Defect / failure analysis and remedial action and
components
Review and evaluation procedures

BS 5233
Glossary of terms used in metrology

Quantities and units

Measurements
Measuring instruments and their classifications
Errors in the results of measurements and errors of
measuring instruments
Conditions of use and metrological properties of
measuring instruments

BS 5750
Quality systems
Specification for design, manufacture and installation
Specification for final inspection and test

Guide of use
Dec26122002

Dubai Representative Office

Mohamed E Al Bakry

Why Egyptian firms should move to Dubai now?

Dubai is viewed globally as the business hub linking east and west.

The Emirate of Dubai provides excellent opportunity to serious business enterprises willing to pursue
aggressive and dynamic regional sales expansion plans.

The dire struggle of local business firms to allocate hard currency is on the rise day by day.

This has a grave impact on the finished product price since that most of Egypt's raw materials are
imported from outside the local market

As I write this document, the current US$ / EGY LE exchange rate in the black market is trading around
5.15 – 5.2 to the Egyptian pound.

At this time of the year 2000 the Dollar was trading at 3.7-3.8 to the Egyptian pound which means an
increase of 39% in two years.

On the other hand, United Arab Emirates currency is pegged to the US $ Dollar at the rate of 3.65 and it
is like that since the last 20 years at least.

24
Emirates economy is growing at a fast speed and UAE is coming top ten country per capita income world
wide.

Business firms enjoy excellent infra structure and services together with Tax Free climate.

The Government of Dubai sentiment is tuned to keep multinationals satisfied in order to compete more
with other regional business centers like Singapore and Hong Kong.

Here is some economics showing you minimum requirements to get a foot hold in this promising region.

Mohamed E Al Bakry

25
 Cost Break up
A representative office in Dubai

_____________________________________________________________________
S/N Item description Cost/unit Total Annual Cost

1 One manager Dhs 7000 Dhs 84,000

2 Accommodation allowance Dhs 3000 Dhs 36,000
3 Transportation &Communications Dhs40, 000
4 Supporting staff 3 Nos Dhs 10000 Dhs 120,000
5 Office rent Dhs 30000 Dhs 36,000
6 Trade License Dhs Dhs 20,000
7 Legal & Immigration fees Dhs 10,000
8 Utilities Dhs 500 Dhs 6,000
9 Traveling Expenses Dhs 2000 Dhs 8,000
10 Hotels/Seminars Dhs 2500 Dhs 10,000
11 Hotel Accommodation Dhs 3000 Dhs 12,000
12 RACx4 Dhs 1500 Dhs 6,000
13 Administration costs Dhs 1000 Dhs 12,000
14 Advertising Dhs 2000 Dhs 24,000
15 Exhibitions Dhs 50000 Dhs 150,000
16 Good will Account Dhs 3000 Dhs 36,000
17 Other provisional Dhs 3000 Dhs 36,000
18 Bank charges 1% Dhs Dhs 10,000
19 Office Equipments Dhs Dhs 20,000
_____________________________________________________________________
Total Sum Dhs 676,000

Gross Margins 1st year 15 %

Minimum Total Annual Sales to break even = Dhs 777,400

Add Risk factor 10% = Dhs 855,140

Mohamed E Al Bakry

Effective selling techniques.

1. Aggressive Marketing Policy

2. Well established pricing policy
3. Continuous monitoring of competition
4. First serious implementation of customer satisfaction index
5. Careful selection of showroom locations and display
6. Cleanliness and excellent presentation of Automobiles
7. Ready sufficient stock of vehicles at all times
8. Devoted personal for continuous training and development of staff
9. Strong presence in International Fairs and Exhibitions

26
10. Utilization of I T to link Administration, Sales, Finance, and Ware houses to each other; Hence
MD feel comfortable getting all instant information for decisions

27
 10 steps of a sale

The company sponsored the concept of 10 steps of a sale and asked all SE s to implement carefully.

1. Meet and greet the customer with a smile

2. Qualify the customer needs
3. Demonstrate the product
4. Meet objections
5. Offer trade in
6. Negotiate finance
7. Close the deal
8. Deliver the product
9. After sales follow up and assistance
10. Ask for referrals

Points on corporate image:

What you can tell from the image of a company executive?

Time keeping
Dark suit, white collar shirt, and shining black leather shoes
Nice watch and presentable appearance
Clean and well maintained company car
Impressive brief case or lap top with mobile phone
Tidy business card delivered by both hands in top courtesy
Firm hand shakes and closes eye contact
Message communicated should be loud and clear
Good listening skills
Address queries in objective rather than subjective ways
Knowledgeable about product and delivery schedules
Aware of discounts bottom lines
Calm and comfortable features
Pleasing personality
Maintains a nice smile and never loses sense of humor
Respectful personality
Straight to the point when client gives buying signals
Effective negotiator who gives room for give and take
Believer of win – win situation

What you can tell from the image of a company premises?

Suitable parking lot

Neat and tidy space all around the company premises
Green plantation and palm trees surrounding the complex
Sign boards leading to entrances
Comfortable nice climate
Easy going people with friendly features
Relaxing music sound system
Water cooler for staff members and guests
Nice reception and suitable waiting area
Ash trays and proper waste paper baskets

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Satellite Dish TV and Training room library
Display of Awards and Certificates acquired by the company
Display on notice board rules, regulations, and latest news
Updated news on web site
Annual reports and company brochures on near by stands
Minimum time required to meet concerned official
Gate passes with Badge for security reasons
Executive secretary keeps record of inquiries on computer
Computerized prospecting system
Office automation.

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