Client Situation
Our client is a skincare services clinic that offers scientific and US FDA approved dermatological procedures to enhance the appearance of the skin. In order to further extend their understanding of key MENA markets, the client wanted to conduct a market assessment and penetration exercise in Egypt.
Cedar’s Approach
The primary objective of this program was to assess the opportunity and develop an entry strategy for the client in the Egyptian market. Cedar took the following steps to assist the client:
- An internal assessment was conducted in order to collect & review the internal plans of the client & other in-house data
- An interview with the middle & line management was initiated to develop an understanding of the operations
- Further, an external assessment was conducted, which involved scanning secondary data and conducting interviews with relevant people in the market, such as competitors & regulatory bodies
- An analysis of inputs was conducted, post which an entry strategy plan was developed
Outcome
- A positioning strategy in the Egypt market was prescribed to the client, keeping in mind key parameters of the products, services, price, place, promotion and process, along with a detailed competitor analysis
- The client was advised to enter Egypt ‘Independently’
- Cedar suggested hiring a local consultant/skincare expert on a fee or a retainer to expedite entry to mainly be involved in the following functions:
- Assisting in the recruitment of an Egyptian MD & other staff
- Initiating the process of obtaining a business license from the Ministry of Investment, EMS and MOHP
- Assisting in obtaining medical centre clearances/certifications
- Ensuring compliance with the local government/municipal requirements
- Expedition of approval of the client’s products by the “Food & Drug” department
- An alternative to hiring a consultant was prescribed, which was for the client to collaborate with an influential local partner who would have a minority stake in the enterprise and play a key role in the facilitation of regulatory approvals
- Varied branding options were recommended keeping in mind regulatory requirements & target demographics
- A detailed roadmap was drawn out, which involved the required approvals, rollout plans, and launch strategy for the client centres in Egypt